"Understanding consumer behavior provides the necessary insight to craft compelling marketing campaigns, convincing people to choose your brand. But influencing consumer behavior is not easy. Old habits die hard, and consumers are stubborn when adopting any innovation that requires behavioral change. Technology and data, meanwhile, have transformed how we connect and interact with the world, and we marketers continue to adopt new strategies (omnichannel, mobile-first and online-to-offline) to influence consumer behavior through FOMO, social norms and the urgency effect."
"So, changing human behavior is not about changing an individual's opinion, but suggesting that everyone around them has already changed theirs. Marketing is littered with examples of this social proofing in play. One famous example is when the UK government's nudge unit sent reminders from Revenue and Customs to people with outstanding taxes, stressing that other people living in the same area had already paid theirs."
Behavioral science and out-of-home advertising align to influence consumer behavior by leveraging observable actions and social dynamics. Behavior provides reliable signals for designing persuasive campaigns that encourage brand choice. Habit persistence and resistance to change make behavior change difficult, while technology and data create new channels and tactics. Marketers adopt omnichannel, mobile-first, and online-to-offline strategies that use FOMO, social norms, and urgency to nudge actions. Social proof—suggesting others have already changed—encourages conformity and adoption. Out-of-home media maps to movement, place, and community, enabling localized social-norm messaging and context-driven targeting to prompt behavioral shifts.
Read at www.thedrum.com
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