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Using Behavioral Science in Marketing

Drive Customer Action and Loyalty by Prompting Instinctive Responses

Apply behavioral science techniques in key areas of marketing to drive consumer action for increased engagement and conversion rates.
EAN: 9781398606487
Edition: 1
Format: 234x156
280 pages

About the book

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

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

Using Behavioral Science in Marketing also shows how to increase consumer involvement and engagement through storytelling, convey exclusivity and desirability and prompt customer action and loyalty. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and interactive templates to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this a crucial resource to create stand out and successful marketing.

About the authors

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.