The one-day workshop allows you to dive into the world of psychology and discover how it will help you develop more successful digital marketing campaigns.

  • 23 September 2020
    1 Day
    Online
    • £695.00 excl. VAT
  • 3 December 2020
    1 Day
    Online
    • £695.00 excl. VAT

    Description

    Who should attend?

    If you’re interested in how people think and what that means for marketing, this course is for you.  The course is ideal for anyone involved in strategy, marketing, design, service design, or user experience.

    What will I learn?

    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 then 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

    Course Requirements

    This is an online course using Zoom. You can access easily through your web browser and we'll give you a quick tutorial at the start to ensure you get the most out of the workshop.

    How will I benefit?

    • 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

    Delivered online, the format will be fast-paced, highly engaging and interactive throughout, with breakouts, exercises and discussion to ensure the session is truly participatory.

    We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.

     

    Trainer

    Tim Fidgeon

    Tim Fidgeon is one of the UK’s leading digital trainers and consultants.  He holds an MSc in Human-Computer Interaction and has been helping organisations develop market-leading digital strategies, experiences and content since the late 1990s. After leading the User Experience teams for several large digital agencies, he is now a freelance trainer and consultant. 

    He has recently worked with: Coca-Cola, Sony, Vodafone and General Motors. 

    His articles on digital marketing and user experience have been published by: .net magazine, New Media Knowledge, Usability News & Web Standards Group.