About this course

Course code TP435
Duration 1 Day

Delve into the world of psychology and discover how it could help you to develop more successful digital marketing campaigns. You'll be introduced to tons of fascinating insights during this one day course and encouraged to discuss how these could be leveraged in your digital marketing efforts!

Prerequisites

Who should attend?

Easy - if you're interested in how people think and how that impacts marketing, then this course is for you! The course is ideal for anyone involved in strategy, marketing, design, service design, product development, user experience

Delegates will learn how to

  • Understand fundamental psychology principles
  • Communicate the value of psychology to the field of marketing within your organisation
  • Develop new marketing ideas based on psychology insights
  • Suggest ways to improve existing marketing materials based on your knowledge of psychology
  • 'To do' list for when you're back in the office
  • Have the confidence to discuss the relationship between psychology and digital marketing within your organisation

Outline

Needs & motivations

Exploring different models to explain why people do what they do, including models based on:

  • Instinct
  • Incentive
  • Drive
  • Arousal

Design principles

Ideas to help make your message as easy to understand and as compelling as possible, including:

  • Aesthetics
  • Expectations
  • Consistency
  • User control

Storytelling

Folklore, legend, epic, myth - people seem to have always been trying to explain the power of a good story and how to tell one! We look at some ideas that might help you along the way:

  • Character
  • Plot & structure
  • Conflict
  • Realism
  • Set-pieces
  • Exposition
  • Relevance
  • Archetypes

Gamification

Guidance to help you to develop a game that delights and engages your audience:

  • Identification & emotion
  • Sub-goals
  • Progress tracking
  • Cause & effect
  • The Random factor
  • Learningful mistakes
  • Save & re-start

Visualisation

60,000x - that's how much faster visual information is processed than text. That would help explain why infographics are amongst the most popular types of online content. You'll learn some great ideas for creating data visualisations, including:

  • 9 design principles (including accuracy, simplicity and levels of detail)
  • 8 types of message (including timing, ranking and ratios…)
  • Attributes
  • Patterns

Persuasion

Insights into how to develop and position a message to increase its persuasive powers, including:

  • The persuasion slide
  • Reciprocity
  • Social proof
  • Authority
  • Scarcity
  • Paradox of choice
  • Pricing
  • Ease of imagination
  • Fluency

Learning & memory

A discussion of how some of the theories and research on the topic of learning and memory could be employed within digital marketing:

  • The learning process
  • Importance of emotion
  • 3 learning types
  • Types of memory (including: short vs. long-term, recall vs. recognition, information type…)

Decision-making

Examining the main models for decision-making and considering how these insights could inform our marketing efforts:

  • 5 main styles
  • Cognitive bias

Sharability

Facebook, Twitter, Instagram, YouTube - on almost every platform, similar types of content tend to be shared most often. We'll look at:

  • Motivations for sharing content
  • Types of content that are most likely to be shared

International issues

If you're responsible for marketing campaigns that span multiple languages and/or cultures, you know just what a challenge that can be! We'll discuss some of the main issues, including:

  • Balancing a core message with local flexibility
  • Tools to profile a culture's psychology
  • Colour meanings

1 Day

Duration

This is a QA approved partner course

Delivery Method

Delivery method

Classroom

Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

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