5 Behavioural Science Principles To Boost Digital Marketing Strategy

The world of digital marketing is rapidly evolving.

As more individuals rely on digital platforms like Google, YouTube, and Facebook to satisfy their informational demands, the traditional strategy of mass marketing through traditional media channels is losing its effectiveness.

You must revise your plan and adopt new methods of carrying out marketing activities if you want to succeed in this new era of digital marketing.

The fundamental marketing concepts that digital marketing strategists must follow in order to advance their campaigns are explained in this article.

Any firm needs marketing to succeed.

We’ve put together a guide on the most important digital marketing guidelines to follow using data from the whole industry.

No matter what type of marketer you are—a brand marketer, SEO expert, content developer, or digital marketer—incorporating behavioural science ideas into your plan will improve results.

See how the five digital marketing concepts listed below will help you improve your marketing performance.

The Behavioural Science Principles:

1. Behavioural Science Make Every Content Item Count

5-Behavioural-Science-Principles-To-Boost-Digital-Marketing-Strategy-Make-Every-Content-Item-Count

You may be familiar with content marketing.

This kind of marketing focuses on producing valuable information for the consumer that is of a high calibre and engaging.

Although the idea of content marketing is not brand-new, the digital environment is altering the playing pitch.

Make sure your content motivates readers to pick up the phone or click the mouse when you’re seeking to draw potential customers to your brand.

Start by coming up with intriguing names for your blog content.

After that, you can include video and other content formats in your plan.

You will be able to stand out from the competitors by doing this.

2. Behavioural Science help Determine The Target Market

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Identification of your target market is the first stage in developing a digital marketing strategy.

Your target audience will determine the kind of material you should provide.

You should undoubtedly provide content for blogs if you want to target millennials.

You should think about producing YouTube video content if you want to draw customers from Singapore.

3. Behavioural Science Help Determine The Important Performance Metrics

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Once you know who your target audience is, you can start looking for the key performance indicators (KPIs) that will help you reach your goals.

These KPIs may be quantitative measurements like pageviews or followers on social media, but they may also be qualitative metrics like engagement and trust.

This entails examining the behaviour and lingo of current and potential clients who make up your target market, and using that data to choose the metrics to monitor and assess your progress.

4. Create An Ad From Scratch Using Behavioural Science

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Digital marketing is undoubtedly evolving.

Once you’ve decided on your marketing plan and started creating the KPIs you’ll use to evaluate the campaign’s performance, and can get started right away.

This involves thinking about how content will appear on a website, what actions you’ll take to draw more people to your site, and how you’ll track the campaign’s success.

5. Measure, Discover, and Examine Using Behavioual Science

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You should monitor the crucial KPIs as you develop and expand your content strategy.

Tracking the outcomes of your campaign and figuring out the variables that affected each outcome is crucial for accomplishing this.

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This requires compiling data from several sources, such as site analytics tools, and organising it in one place.

You may continually enhance your approach and expand your firm by using the information in this data.

About 87% of individuals, according to Google, use their phones to conduct research before making a purchase.

Compared to a laptop or desktop computer, this makes it the most common device used to research products or obtain information.

The trend is obvious: individuals are doing their research while on the go, and mobile search is changing how we discover information and decide what to buy.

Digital marketing is something that everyone, whether they are the CEO of a large corporation or the marketing director of a small firm, will someday have to deal with.

This article will outline the fundamentals of behavioural science that you need to understand if you’re unsure of where to begin.

  1. Instead of Being Instructed Directly to Purchase A Good or Service, People Prefer to be Convinced

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In the realm of business, marketers must constantly consider how to influence consumers to take action.

Nowadays, with digital marketing, billboards are a thing of the past.

In the old world of retail marketing, stores would frequently put up posters and billboards to encourage customers to “come in and purchase.”

The message can be sent directly to the customer’s inbox using email marketing and social media, or it can be streamed live for millions of people to see.

Formerly, when customers wanted to see how their things appeared or determine what size to get, shopkeepers would frequently invite them to “come in and test our products.”

Retailers may now learn what their customers want in the modern world without having to invite them into the shop.

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Customers may give businesses ongoing input about what they want through email marketing and live chat, making their opinions highly relevant to the company and enabling shops to deliver an amazing customer experience.

If people see a brand or product frequently enough in their daily lives, they are more likely to recognise it.

If you stop to think about it, every time you use a product or service, you are essentially promoting that company or its goods.

In a sense, the world is advertising your skin.

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You might be considering employing retargeting as a digital marketer to keep in contact with your audience even after they have left your website.

Retargeting is a strategy where you display advertisements for your business or product to customers based on their prior behaviour.

You must be engaging in activities that develop your expertise if you want to be recognised as an authority in your industry.

This entails continually releasing top-notch content on a regular basis.

If you want to be acknowledged as a thought leader in your profession, you must be publishing content that is both relevant to and beneficial to your target audience.

To be regarded as a leader in your profession, start a trend and drive change.

Make a statement about your abilities and stand out from the crowd.

You have the power to convince people to buy your products or use your services since you are your business’s biggest advocate.

By standing out, you give people the opportunity to learn more about you, your business, or your product, get your opinion, or just take in your content.

  1. Only Rewards Will Compel Human Behaviour

5-Behavioural-Science-Principles-To-Boost-Digital-Marketing-Strategy-Rewards

To get people to behave, incentives can be utilised in a variety of ways, such as by enticing them to try out new products or services, visiting a shop and buying something, or spreading the word about a product.

You basically need to give people a reason to behave in a way that is beneficial to you.

If you want to sway clients to choose your company over a rival’s, you might, for instance, put posters at strategic areas like bus and train stations or on social media platforms like Twitter.

Also, the retailer websites could provide customers with special offers and discounts.

By employing these strategies, you run the risk of making people feel as though their actions are commendable and that you are rewarding them for them.

When implemented intelligently, incentives can be very effective.

To avoid confusion and people performing the same activities without cause, you must be careful not to offer too many incentives for a single activity.

It’s crucial to provide a reward that corresponds to the action that individuals are taking.

For instance, you might display posters in bus and railway stations, on social media, or in conjunction with promotions for your store .

If you want to persuade customers to go to your establishment rather than one of your competitors.

These techniques could give folks the impression that you value what they do and are paying them for it.

On the opposite end of the spectrum, you may display signs in busy places (like movie theatres) warning people against performing a specific action (like drinking alcohol).

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A preferable tactic could be to set a pop-up window in a prime location, like a mall, railway station, or petrol station, as it might be difficult to attract people’s attention in a congested space. T

he window could showcase the good or service you want visitors to test or buy, along with deals and discounts that apply to that good or service, or it could just advertise your company.

  1. Humans Typically Choose Simple Communications

5-Behavioural-Science-Principles-To-Boost-Digital-Marketing-Strategy-Communications

People are seeking clear and simple information in a world of information overload.

You will effectively express your point if you keep your messaging straightforward.

Potential purchasers may be turned off by using grandiose rhetoric and excessive drama.

Using the phrase “Dine at Happy Herb’s today – we’re giving away free food!” on a hoarding or bus stop sign is one technique to persuade customers to visit your business rather than one that is competing with it.

Instead of saturating them with information, this kind of method would increase the likelihood that people will pay attention to your message.

Of course, depending on the type of person you’re trying to attract, you’ll need to adjust your messaging.

For example, some people might prefer a more subtle approach, while others might love a good deal.

As a result, you might want to test out various messages to see which ones resonate with your target audience.

Individuals have a tendency to trust those they are related to or have a strong enough relationship with.

To convince someone to listen to you or your arguments, you must build some type of relationship with them, whether they are a stranger or someone you personally know. 

Establishing a direct connection with the person you’re addressing is the first step.

Second, you must organise and logically convey your arguments and other points of contention.

Lastly, you must demonstrate that your claims are true and backed up by facts.

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A strong argument must contain all three of these components.

You might be producing content as a digital marketer to draw in, hold the attention of, and excite your target audience.

Making relationships with your target audience will enable you to interact with them more personally and persuade them to view your material repeatedly.

  1. Individuals are More Inclined to Recall Events They Have Personally Experienced

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Asking someone to remember you will increase your chances of being remembered.

Compared to reading or hearing about something, people are more likely to remember something that they have personally experienced.

We refer to this as “experiential learning.”

You must consume it yourself if you want to improve the flavour of the cuisine at your business.

Customers would enjoy your cuisine more if you arranged for some of your best chefs to come in and show them how to prepare some of the items on your menu.

If your restaurant specialised in a particular cuisine and you want to emphasise the fact that you are the go-to location for that cuisine, this kind of strategy would work very well.

On the other extreme, you could post a billboard in a busy area (like a mall) to entice people away from Penzeys Spices, the destination that all spice lovers should visit.

Also, you might host internal cooking demonstrations utilising your finest employees or invite students from surrounding institutions to assist your clients.

The key is to connect personally and actively engage your audience. The more you accomplish, the more trust and confidence you’ll arouse.

  1. Personal Delivery Of Advertising Increases Its Effectiveness.

Behavioural-Science-Principles-To-Boost-Digital-Marketing-Strategy-Personal-Message-Delivery

Advertising on social media platforms is the most effective technique to make people remember you.

Ads that are displayed alongside pertinent content are more likely to be remembered by viewers.

As we’ve covered, live chat is also useful as a kind of promotion because it allows customers the chance to enquire about a product or service while obtaining individualised support from a company.

On the opposite end of the scale, you may place billboards urging people to visit your museum in busy places (like malls).

A fascinating aspect of this plan would be to place billboards that read, “You are here,” to alert people that they are in a populated location rather than a remote region of the wilderness.

It can just depend on where you decide to put them and how you decide to exhibit them whether someone stumbles onto your museum by chance or finds it thanks to your strategically placed hoarding.

You’ll learn more if you modify your strategy more.

In a different situation, one might not be as effective as it might be in a formal interview or during a sales pitch.

For instance, you might want to try out a few formalities, like a tie, when giving a speech at a conference to see how that works with your audience.

Similar to this, it might be wise to converse casually with someone you’ve recently met.

After all, the person you’re speaking to might be a customer who prefers to avoid industry jargon and use familiar language.

Yet, in each of these scenarios, you need to be certain that your justification is solid and that you’re use the appropriate language.

You should experiment with many ways to deliver your study to discover which one is most beneficial, whether it’s in a blog post, a white paper, or a formal research report.

Final Conclusion

The strategy you choose will rely on your target market, your budget, and the amount of time you have available because of the evolution of digital marketing and the shifting roles of content producers and consumers.

It might be a good idea to use digital marketing agencies to assist you to get started if you are new to the field of digital marketing.

You can bring the capabilities of a digital marketing agency into your own backyard with a little forethought and investigation.

You need to know how to incorporate behavioural science into your marketing plan if you want to succeed in the company.

The aforementioned recommendations can help you develop more effective marketing efforts and raise your chances of success.

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As social media and email marketing are the two most widely used digital marketing channels, you can be attracting and interact with people on these platforms as a digital marketer.

Try experimenting with alternative platforms, such as video or podcasts, or different communication techniques, such as phone calls or in-person meetings, if you want to strengthen your strategy and discover new ways to engage with your audience.

It may fall under your purview as a brand or product manager to generate marketing concepts and then translate these into observable results.

To accomplish this, you must gain knowledge of how marketing functions as well as the various components that make up an effective strategy.

To find out more, I suggest visiting HubSpot’s blog or following them on Twitter to acquire the most recent information about technology and digital marketing.

 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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