Ep 99: Nancy Harhut on Using Behavioural Science in Marketing to Drive Customer Action and Loyalty
Manage episode 354897988 series 3273085
How can we apply principle of behavioural science in marketing and how did your book come about ?
Can you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity, autonomy bias, Von Restorff effect etc
How can we use behavioural science or 'human behavior hacks' to increase effectiveness of email marketing ?
What is choice architecture and can you give an example of application of the same in marketing ?
Nancy answers the above questions and many more, as she gives a practitioner's perspective on application of behavioural science in marketing. Nancy Harhut is a co-founder and chief creative officer of HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks.
Please visit her company website https://www.hbtmktg.com
Connect with her on Linkedin https://www.linkedin.com/in/nancyharhut/
Check out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
Email Jasravee at jasravee@theadiva.com
Index & Flow of Conversation
00:00 Preview & Introduction to Nancy Harhut
02:11 About the Book - Using Behavioral Science in Marketing
04:20 Being Hardwired as Human - Decision Defaults & Shortcuts
06:47 Humans take Emotional Decisions, Justify it with Logic
08:56 Example of Use of Emotion - Selling Business Intelligence Software
13:09 Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling
14:17 Reciprocity Principle - Obliged to Return the Favor
15:24 Reciprocity - Example of Financial Service
17:43 Principle of Social Proof
19:32 Human Behavior Hacks - Making Email Effective
20:17 Email Marketing -Using Eye Magnet Words
22:20 Email Marketing - Von Restorff effect
23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client
30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees
33:13 Which Behavioral Principle to Apply for a Specific Marketing Challenge -Identify Main Buying Barrier
38:15 Nancy Harhut Faces Rapid Fire
40:13 Connect with Nancy Harhut
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#socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing
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