What you will learn
- What behavioral economics is and why it matters in marketing
- How context influences your customers’ decisions
- Why context is a marketing superweapon and how you can use it
- Why psychology is the next big thing in marketing
- How minor details in your marketing communication can have a big impact on sales
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Content in detail
This course segment will be split into 4 parts. Matej will cover the first part while Rory will cover the remaining three parts.:
01Introduction to Behavioral Economics
Learn what Behavioral Economics is all about and how the science of how customers behave and what makes them tick can make a huge difference.
Matej will give astonishing examples of how an airport used psychology to increase customer satisfaction and how seemingly rational incentives can easily backfire.
02Why Use Behavioral Economics in Marketing – Part 1
Rory will explain why context is a marketing superweapon and demonstrate how “the same thing in a different context can easily be charming, brilliant, lovely, and even f***ing creepy and weird.”
03Why Use Behavioral Economics in Marketing – Part 2
Everybody’s looking for the “moonshots” that will revolutionize marketing. Rory’s view is that it’s not technology that will revolutionize marketing as we know it today, but psychology.
He adds: “My 30 years of marketing experience tells me that If you find something that works, you should also try the exact opposite because that might work as well.”
04Why Use Behavioral Economics in Marketing – Part 3
Rory will explain that money is not actually money and the way we perceive it depends entirely on context. He will also talk about how behavioral insights can be used in the hiring process and for solving train overcrowding.
Rory will give you three main principles to follow that will make you a much better marketer.
Ogilvy Group UK
One of the most influential figures in modern marketing and pioneer in the use behavioral economics and psychology in marketing with extensive experience in working with the world's biggest brands
Recognized speaker and expert in applying behavioral economics and consumer psychology in business with notable experience in working with both large corporates and SMBs.