Nancy Harhut

Using Behavioral Science in Marketing

Drive Customer Action and Loyalty by Prompting Instinctive Responses

• Broschiertes Buch

Produktbeschreibung

WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award
WINNER: 2024 Axiom Business Book Awards - Silver Medal in Advertising / Marketing / PR
WINNER: National Indie Excellence Awards 2023 - Marketing & Public Relations
WINNER: Readers' Favorite Book Awards 2023 - Gold Medal in Non-Fiction - Marketing
WINNER: NYC Big Book Award 2023 - Marketing & Public Relations
WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner - Non-Fiction Business & Enterprise
FINALIST: Next Generation Indie Book Awards 2023 - Business
FINALIST: American Book Fest Best Book Award 2023 - Marketing & Advertising
SHORTLISTED: Business Book Awards 2023 - Smart Thinking

Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.

Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice.

Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 13892
• Seitenzahl: 288
• Erscheinungstermin: August 2022
• Englisch
• Abmessung: 230mm x 157mm x 16mm
• Gewicht: 440g
• ISBN-13: 9781398606487
• ISBN-10: 1398606480
• Artikelnr.: 63208230

Autorenporträt

Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behavior techniques in marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.

Inhaltsangabe

• • Chapter - 01: Emotional and rational elements in decision making;
  • Chapter - 02: Conveying customer benefits through loss aversion and the endowment effect;
  • Chapter - 03: Achieving urgency and exclusivity through the scarcity principle;
  • Chapter - 04: The reciprocity principle and the marketing value of give to get;
  • Chapter - 05: Social proof - Harnessing the power of people like us, and the people we like;
  • Chapter - 06: Storytelling - Increasing consumer involvement and engagement;
  • Chapter - 07: Autonomy bias - Harnessing the human need for control;
  • Chapter - 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect;
  • Chapter - 09: Information gap theory - Prompting consumers to take action through curiosity and the need to know;
  • Chapter - 10: Tapping into the authority principle to stand out and prompt responses;
  • Chapter - 11: Choice architecture and status quo bias - How to use inertia to get things moving;
  • Chapter - 12: Labeling and framing - Making people see things your way;
  • Chapter - 13: Increasing action through automatic compliance triggers and reasons;
  • Chapter - 14: Maximizing the impact of your marketing copy and language;
  • Chapter - 15: Increasing desirability though triggering availability bias;
  • Chapter - 16: Creating stand out marketing communications through context, rewards and unpredictability;
  • Chapter - 17: Temporal discounting and temporal landmarks - The effects of time on behavior

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Chapter
01: Emotional and rational elements in decision making; Chapter
02: Conveying customer benefits through loss aversion and the endowment effect; Chapter
03: Achieving urgency and exclusivity through the scarcity principle; Chapter
04: The reciprocity principle and the marketing value of give to get; Chapter
05: Social proof
Harnessing the power of people like us, and the people we like; Chapter
06: Storytelling
Increasing consumer involvement and engagement; Chapter
07: Autonomy bias
Harnessing the human need for control; Chapter
08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect; Chapter
09: Information gap theory
Prompting consumers to take action through curiosity and the need to know; Chapter
10: Tapping into the authority principle to stand out and prompt responses; Chapter
11: Choice architecture and status quo bias
How to use inertia to get things moving; Chapter
12: Labeling and framing
Making people see things your way; Chapter
13: Increasing action through automatic compliance triggers and reasons; Chapter
14: Maximizing the impact of your marketing copy and language; Chapter
15: Increasing desirability though triggering availability bias; Chapter
16: Creating stand out marketing communications through context, rewards and unpredictability; Chapter
17: Temporal discounting and temporal landmarks
The effects of time on behavior

Rezensionen

"Marketing professionals can benefit greatly from this book. Its engaging style and numerous research-based takeaways make it a standout in the field." Robert Cialdini, Author of Influence and Pre-Suasion