Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut
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 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.
About the Author:
Getting people to take action is what Nancy Harhut is all about. Her specialty is blending creativity with decision science to prompt response.
A frequent speaker at industry conferences, Nancy has shared her passion with audiences worldwide including in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US.
Along the way, she's been named a Top 40 Digital Strategist, a Top 100 Creative Influencer, a Social Top 50 Email Marketing Leader, and one of The 10 Most Fascinating People in B2B Marketing.
Prior to co-founding HBT Marketing in Boston, Nancy held senior creative management positions with Hill Holliday, Mullen, and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness.
And, interesting fact – she plays the accordion!
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