(Ed)vertise, Ed. 6: The Psychology Behind Marketing, Pt. 2
Xenia Muether
Director & Founder, Pink Orange & wonderwork | Impact & Education Marketer
Dear Reader,
Just like that, another month has come and gone. Before we know it, a new year will arrive, and we’ll be left wondering where 365 days went. You’re in luck, though. At least you’ll be able to say that you spent a fair amount of time?learning about?everything that applies to (education) marketing!
That’s time well spent if you ask us.?
In our last edition of (Ed)vertise, we took a deep dive into the Psychology of Marketing. Now, as you can imagine, this is quite a hefty topic! With so much to discuss, we decided to break it into two instalments.?
Now that we’ve covered how Psychology can help you understand how consumers - particularly students?behave,?let’s explore some ways that marketers use these insights to increase student enrollment.?
This is what you can expect from this month’s edition of (Ed)vertise:
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Marketers have always been interested in understanding how to influence human behaviour. In fact, many of the earliest marketing textbooks were written by Psychologists who were trying to understand how people made decisions about buying products and services.?
Human behaviour has long been a guiding force for marketing, but the growth of Behavioural Psychology as a science has provided a new way to understand and influence it.
This is an emerging field of study that looks at how human beings behave?in response to their environment.?This can include social interactions, cultural influences and situational factors. Behavioural Psychologists aim to uncover unconscious actions or processes by observing conscious behaviours and using this information to (somewhat) predict future actions.
The applications of Behavioural Psychology are wide-ranging across all industries - even more so when applied to education marketing.?
Is this the future of education marketing?
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The Psychology of marketing is a vast field, and there is no one-size-fits-all approach to using it effectively.?
That said, there is a lot of overlap between marketing and Psychology.?
Many of the ideas we use daily share common ground with Psychological frameworks. What's more, becoming an expert on Psychology helps us learn even more about marketing.
Human beings are creatures of habits, and whatever you build good habits regularly makes you happy as per the famous quote?"Happiness is a habit".?
The psychology behind it is that your brain is dependent on?external sources to feel pleasure.?
Once your brain is programmed to expect these pleasures, then the best way to achieve this happy state is by doing certain actions that are associated with these pleasures, especially the ones that have been done often in the past.?
This essentially results in building a?routine?or a?habit?by triggering Behaviour Routine Theory. Behavioural science and various scientific studies have shown that humans make more conscious decisions based on emotions rather than logic.
Now for the good part - how it all fits together to create a seamless puzzle, each piece representing an option backed by science, just waiting for the ed marketer to build.
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Psychological principles are a set of theories that help us understand how humans think and behave.?They explain why we do things in certain ways and can be used to?understand?your prospect better by predicting their behaviour.?
For example, if you know that people feel compelled to take ownership of something they’ve done themselves, you may want to make them feel like they have some control over their experience with your product or service.
Human behaviour is never cut and dry. It’s unpredictable. Sure, it follows a pattern - most things do, but the unstable variable remains - and that is the human mind.
So, let’s dive deeper!?