In this episode of the Centricity podcast, our host Sean Doyle meets with Cecilia Lang Ree, the Senior Product Manager at Biolinq. They discuss applying behavior science to create more effective, successful marketing strategies.
Why Apply Behavior Science to Marketing?
- This gives marketing professionals a science-based framework to start from when creating profiles of their prospects rather than relying on trial and error.
- People are often motivated by unconscious factors – even if you’re surveying them and getting responses, they may not be able to tell you a complete picture of what they’re experiencing and why.
- The transtheoretical model maps out how people experience changes in behavior. Marketers need to be familiar with the stages of behavior change in order to have targeted techniques throughout the buyer journey.
The Bridge Between Awareness and Action
- Awareness is not enough to change people’s behavior.
- Understanding intrinsic motivation can help us develop a step-by-step process that can take someone from knowing about your product to choosing to purchase.
Getting Started
- Get excited about the science. Learn it and teach it to anyone who is interested.
- Cecilia lists some of her favorite resources - see below!
Resources
Connect with Cecilia Lang-Ree on LinkedIn!
What Your Customer Wants and Can’t Tell You by Melina Palmer
Using Behavioral Science in Marketing by Nancy Harhut
Start at the End by Matt Wallaert
Changing for Good by James O. Prochaska
BehavioralScientists.org
Irrational Labs
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