How I use my degree of psychological science, in my marketing job every day.

When I was studying psychology at university, the question would always pop up in my mind, how will I use this to my advantage in my career? I was studying marketing as my second major and knew this was something I wanted to do for life. But then, this poses another question, how do I incorporate psychology in my day-to-day job as a digital marketing executive at Randstad Australia ? There are multiple areas to address here. Keep reading to find out!??

How does psychology and marketing work together??

When you think about marketing, a few things come to mind—presenting value to clients and customers, influencing people to buy your product or service, and promoting a business or service. If you drill deeper, how do you do this work with the public in influencing them? Psychology is the secret within the recipe. But how do you blend this into your profession of marketing? There are a few ways:?

• You can do this with data. Data can tell you a lot about your customer, especially qualitatively. In my job, we use a platform called Hotjar | by Contentsquare , so by using heatmaps, feedback, recordings, etc., we can understand their pain points, what they like about our website and what we can do further for them.?
• You can also do this with social media. You can tap into certain emotions, feelings and associations. Think about the colours you use in your everyday social media in the posts you may publish. Colour psychology is critical in marketing and advertising because it is an incredibly researched area that looks at colours that may affect perceptions and behaviours. In marketing and branding, colour psychology is focused on how colours impact consumers' impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.?
• By introducing science and psychology into your marketing practices daily, you can start to understand how consumers perceive your products/services and how they can make decisions - this can be done by carefully looking at the customer journey. Are they fulfilled with the journey from start to end, and if not, where are you losing them? You can start to drill down by looking at the data of conversion rates, where you're losing them and what's making them turn away. You can gain insights into your consumers by taking a qualitative approach: start a survey, get feedback via email, or use your CRM platform (such as HubSpot) to get feedback along the journey.?

How do you use this everyday in your job/how can I implement psychology in marketing and advertising??

No matter what job you are in for marketing and advertising, no one can deny that science and data are becoming more critical every day. Therefore, psychology can help with this! Here are a few ways that I implement it in my daily work:?

• A/B tests: look, this isn't a small, daily task for me. It takes a lot of work and a team of experts; I work closely with my global team to look at areas we want to test and improve. We need to develop a hypothesis on what we believe would work better than what we currently have on our website. But why A/B testing? Because A/B testing lets you increase user engagement, reduce bounce rates, increase conversion rates, minimise risk, and effectively create content. Running an A/B test can have significant positive effects on your website.
• Multivariate analysis with our global team: very much the same as above, but this is important regardless. Why is multivariate testing necessary in digital marketing? Because, through research, It's best used to identify the right tactic for a smaller segment of your audience, not your entire contact database. Multivariate testing aims to improve audience engagement and conversion rates and increase revenue generation through your digital marketing efforts.
• We constantly look at Google Analytics data (quantitative) and hotjar (qualitative) to back our optimisations with facts. If we want something to change within our business for positive impact or change to increase our results, we need insights and evidence.?

And that’s it! How will you be implementing psychology into your business??