How has digital changed our brains?

Research into how digital has actually changed the way that some people think and what this means for marketers.

Decision-making

Models and styles: different ways of considering decision-making and how to exploit them in your marketing.

Cognitive biases: some of the ‘short-cuts’ that people often use to help them make decisions and how you can reflect them in your marketing.

Motivations

If we can understand what people want, then we can position our marketing accordingly. The insights that we will consider include:

  • Personality types
  • Theories of motivation

Persuasion

We’ll look at lots of persuasion techniques and how they can be employed in digital marketing. Some techniques will include:

  • Reciprocity
  • Social proof
  • Authority
  • Scarcity

Trust

Practical advice (based on psychological research) for building and maintaining trust with your audience.

Learning and memory

Ways to support your audience in remembering your key messages, including:

  • The learning process
  • Learning styles
  • Techniques to support memory

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, including:

  • Structure
  • Plot
  • Character

Gamification 

Guidance to help you to develop games to delight and engage your audience:

  • Goal and progress
  • Cause and effect
  • Meaningful mistakes

Visualisation

Infographics are among the most popular types of online content. That makes a lot of sense when you consider that visual information is processed 60,000 times faster than text. We’ll discuss some great ways to create effective and engaging data visualisations, including:

  • Principles
  • Message types
  • Attributes
  • Patterns

Shareability

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
  • Tactics that encourage sharing

International issues

Multiple languages and cultures make marketing more complicated. We’ll discuss some best practices and tools that can help, including:

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

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