Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prom

Description: Using Behavioral Science in Marketing by Nancy Harhut Apply behavioral science techniques in key areas of marketing to drive consumer action for increased engagement and conversion rates. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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, its 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. Author Biography 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. Table of Contents 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 Review "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 *"Nancys book is like a Brain Tell-All: Revealing all the secrets, biases, and weird brain science fueling human decisions." * Ann Handley, WSJ bestselling author of Everybody Writes, and Chief Content Officer, MarketingProfs *"A tour de force. The most intelligent marketing book I have read in years." * Mark Schaefer, author of Marketing Rebellion *"Using the latest behavioral science research, Nancy Harhut has created a clear and actionable guide to how customers brains really work. Every marketer who wants to attract and retain more customers needs this book." * Roger Dooley, Author of Brainfluence and Friction *"An actionable and comprehensive guide to neuromarketing from an industry veteran - get it before your competitors do!" * Tim Ash, Author of Unleash Your Primal Brain, keynote speaker, executive marketing advisor *"Youll use these tactics in your next marketing campaign, but youll also use them in your next marketing meeting. Yes, this book will help you win support for your ideas in the conference room. I apply what Ive learned from Nancy in marketing, in sales and even in management." * Andy Crestodina, Co-Founder/Chief Marketing Officer, Orbit Media Studios, Author of Content Chemistry *"Tried and tested principles are at the heart of Nancys book. Bringing in behavioural techniques such as temporal landmarks, instant gratification and bridging the gap between our present and future selves, this is the type of practical book needed now as we take behavioural science out of the lab and into our working business practices." * Louise Ward, 42 Courses & Co-Host of Behavioural Science Club *"Nancy has one of the most brilliant marketing minds I have ever come to know. If you follow even one of the principles outlined in this book it will change the course of your business forever!" * Paul Chambers, CEO and Co-Founder, Subscription Trade Association (SUBTA) *"Nancy has created a straight-forward, well researched, easy to use guide for how behavioral insights can improve your marketing strategy and results. It is a gift." * Jeff Kreisler, Co-author of Dollars and Sense, Founding Editor of PeopleScience.com, Head of Behavioral Science, JP Morgan Chase *"This is the most important book on marketing in many years. Every page includes valuable and often counter-intuitive information you can put to use right away. If you like Dan Ariely, Robert Cialdini and other behavioral scientists, youre going to love Nancy Harhut." * Alan Rosenspan, President, Alan Rosenspan & Associates, Author of Confessions of a Control Freak *"Is it too late to steal this manuscript and tell everyone I wrote it? The world is frustrated with what marketing cant accomplish for their businesses. What Nancy Harhut has here is the fix. Dont read this book. Implement it." * Chris Brogan, author and keynote speaker *"A valuable playbook for using mental shortcuts to speed up the decision-making process. One of the most worthwhile marketing books youll ever read!" * Kerry OShea Gorgone, Senior Editor and Writer at Appfire, Consigliere and Showrunner at Chris Brogan Media, LLC *"Marketers have a must read with Using Behavioral Science in Marketing. Nancy provides both thoughtful research and insight into how to better connect with the behaviors of consumers." * Kenneth "Shark" Kinney, Professional Speaker, Marketing Strategist, Host of "A Sharks Perspective" Podcast *"Through continuous testing, direct marketers have long understood that they could motivate a response from prospects using various methods like urgency and social proof. But they never understood exactly why people respond the way they do. At last, Nancy Harhut has harnessed modern neuroscience to explain the reasons behind human response, and help us apply the science to our campaigns. A must for every marketers bookshelf." * Ruth P. Stevens, B2B marketing consultant and educator, Author of B2B Data-Driven Marketing, Adjunct professor at NYU Stern *"Clear, concise, and most importantly, interesting. If you cant see her on stage, youre holding the next best thing." * Damian Francis, Managing Partner, Unmade and former Head of Content at Mumbrella *"Nancy has an incredible ability to help marketers uncover why people respond and how to capture that interest. This is a must read for anyone who wants to drive engagement, sales, and growth." * Jay Schwedelson, Founder, SubjectLine.com, and President and CEO, Worldata Group *"Using Behavioral Science in Marketing does a fantastic job of taking a weighty and complex topic like behavioral science and making it practical and easy for anyone to apply. On top of that, it is a fun and engaging read! The book moves along at a pleasing pace, with short chapters that give you a mix of great stories balanced with science and Nancys proven tips. A must read for every marketer who wants to be competitive in the age of behavioral science (which has already begun)." * Melina Palmer, author of What Your Customer Wants and Cant Tell You and host of The Brainy Business podcast *"Have you ever wished someone would read all the books youve been meaning to read, highlight the best parts, and then figure out the best ways to put those parts into practice with the specific work you do? Thats what Nancy Harhut does with this absolute gift of a book. With Using Behavioral Science in Marketing, Nancy Harhut has created a must-have manual for marketers who want to make sure their work actually works." * Tamsen Webster, author of Find Your Red Thread *"Mind. Blown. Nancy has reverse-engineered buyer behavior to help you know EXACTLY how to connect and engage with your audience based on behavioral science." * Tom Shapiro, CEO Stratabeat, author of Rethink Lead Generation and Rethink Your Marketing *"Nancy Harhut is unquestionably one of the sharpest, most knowledgeable and experienced authorities on consumer psychology in the marketing world. Both hyper-effective and supported by data science, the strategies she outlines in her book, Using Behavioral Science in Marketing, will have an immediate impact on your marketing campaigns and a massive impact on your bottom line." * Jeffry Pilcher, CEO/President, The Financial Brand *"In an era of media abundance and attention scarcity, we as marketers have to make the most of every moment we happen to get with a prospective consumer. Nancys practical application of such a wide variety of behavioral science principles will help any brand ensure these valuable moments arent wasted. An amazing collection of case studies with proven outcomes that will inspire smarter, more effective work and offer readers a distinct competitive edge." * Josh Blacksmith, Senior Director - Global Consumer Relationships and Engagement, Kimberly-Clark *"A great read for todays results-now marketers. Practical and specific, this is how to actually increase response." * Brian Whipple, CEO Accenture Interactive, 2010-2021 * Review Quote "Youll use these tactics in your next marketing campaign, but youll also use them in your next marketing meeting. Yes, this book will help you win support for your ideas in the conference room. I apply what Ive learned from Nancy in marketing, in sales and even in management." Promotional "Headline" Shows how to increase response rates, engagement and sales conversions by applying behavioral science techniques to shape consumer behavior Feature * Shows how to increase response rates, engagement and sales conversions by applying behavioral science techniques to shape consumer behavior; * Covers key areas such as marketing communications, campaigns, social media marketing and customer retention strategies; * Explores how to maximize consumer involvement and engagement through storytelling and convey exclusivity and desirability; * Includes insights from organizations including AT&T, Amazon Prime, Dell and The Wall Street Journal ; * Online resources: downloadable checklists and interactive templates to be used in practice Details ISBN1398606685 Author Nancy Harhut Short Title Using Behavioral Science in Marketing Language English Year 2022 ISBN-10 1398606685 ISBN-13 9781398606685 Format Hardcover Publication Date 2022-08-03 Country of Publication United Kingdom AU Release Date 2022-08-03 NZ Release Date 2022-08-03 UK Release Date 2022-08-03 Publisher Kogan Page Ltd Imprint Kogan Page Ltd Place of Publication London Pages 288 Subtitle Drive Customer Action and Loyalty by Prompting Instinctive Responses Edited by Robert J Allison Birth 1974 Death 1790 Affiliation Suffolk University Position Customer Qualifications PH. D. Alternative 9781398606487 DEWEY 658.80019 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:137421834;

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