Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
£26.20£28.50 (-8%)
WINNER: National Indie Excellence Awards 2023 – Marketing & Public Relations
SHORTLISTED: Business Book Awards 2023 – Smart Thinking
FINALIST: Next Generation Indie Book Awards 2023 – Business
WINNER: Readers’ Favorite Book Awards 2023 – Gold Medal in Non-Fiction – Marketing
WINNER: NYC Big Book Award 2023 – Marketing & Public Relations
FINALIST: American Book Fest Best Book Award 2023 – Marketing & Advertising
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.
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Additional information
| Publisher | 1st edition (3 Aug. 2022), Kogan page |
|---|---|
| Language | English |
| Paperback | 288 pages |
| ISBN-10 | 1398606480 |
| ISBN-13 | 978-1398606487 |
| Dimensions | 15.6 x 1.6 x 23.39 cm |
by Chris
Amazing book. I can’t usually get through larger books (not that this one is that large tbh) but I’ve read this 3 times.
Implementing what’s taught in chapter 12: “Labelling and framing” resulted in me making a large sum from a webinar, increased conversions through my entire funnel and helped my sales calls.
This book cost me something like £20. I consider it a decent investment.
by Ruth Dale
This book is may be of use to email, and direct response, copywriters. But too many of the concepts are set in a pre-2020 mind-set.
It completely ignores the use of behavoural science for pricing which is just plain bonkers!
Nothing on graphic design – doesn’t even mention colours!
The content on writing for the web is close to non-existent!
Nothing on TV!
Nothing on market segmentation and a whole range of other marketing processes!
by Turnips
If you are in marketing, then you should read this book. Nancy brings together 25 principles which you can use in your marketing to help create desire in your prospects and customers.
For example, what does it mean that people make decisions both emotionally and rationally? What on earth is loss aversion and the endowment effect? How can you create urgency? Reciprocity, etc
The book is easy to read and Nancy backs up the principles with data and case studies to really bring the points alive. This is now one of my “must read” recommendations to people who are in marketing.
by Chris
This book is a must read for all marketers. I am a huge fan of using behavioural science in marketing. It elevates the work and brings in a sense of experimentation but also focus. Nancy brings it all together in an easy to read, but hugely relevant book that will remain on my desk with arms reach at all times. Esp relevant for non-profit.