Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

The book "Using Behavioral Science in Marketing" provides a step-by-step guide to harnessing hardwired consumer behavior and instinctive responses to increase engagement, response rates, and ROI of marketing initiatives. It includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal, and reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles.

Format: Hardback
Length: 288 pages
Publication date: 03 August 2022
Publisher: Kogan Page Ltd

Increase engagement, response rates, and the ROI of marketing initiatives with this comprehensive step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing demonstrates how to apply behavioral science principles in critical 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 showcasing 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 is accompanied by downloadable checklists and an interactive template.

Increase engagement, response rates, and the ROI of marketing initiatives with this comprehensive step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing demonstrates how to apply behavioral science principles in critical 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 showcasing 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 is accompanied by downloadable checklists and an interactive template.

Dimension: 234 x 156 (mm)
ISBN-13: 9781398606685