You will learn to:

  • How to apply the key principles of BE to your marketing
  • Harness the correct technique to exploit our cognitive biases
  • Use the BE frameworks, MINDSPACE and EAST to support your planning
  • Engage and motivate both B2B and B2C audiences
  • Nudge and delight the recipients of your marketing communications

Please be aware, if you are unable to attend the live sessions, recordings will be sent out after each session has completed.

Details

Duration
Online (3 CPD hours)

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Course availability

Please get in touch for more information. Call us on 020 8614 0255 or email on customerservices@theidm.com

Course Information

Programme

Session 1: Introduction to behavioural science

Date: 20th September 2019
Time: 1pm
Duration: 1 hour

  • What is Behavioural Economics?
    - History, key principles and how they apply human behaviours
  • Why we should use behavioural economics in marketing
    - Looking at biases and proof points
  • Ways you could be harnessing behavioural economics
    - How to apply common biases to your next campaign
  • Example marketing from other brands
    - See how BE has already used by other brands

Session 2: Introduction to the Behavioural Economics framework

Date: 27th September 2019
Time: 1pm
Duration: 1 hour

  • Frame works MINDSPACE and EAST
    - Understanding these frame works and how to apply them in marketing
  • Understand cognitive biases and heuristics
    - Linking biases to heuristics and what they mean for your content, message and campaign timing
  • Example marketing from other brands
    - See how BE has already used by other brands

Session 3: Behavioural Economics & Effectiveness

Date: 30th September 2019
Time: 1pm
Duration: 1 hour

  • Effectiveness: Examples and ideas of how to use BE in marketing and communications
    - Covering a wide number of techniques
  • Micro and macro issues
    - Where minute changes can make a big difference. Understanding where colleagues can help or hinder your campaign success
  • Example marketing from other brands
    - See how BE has already used by other brands

Please be aware, if you are unable to attend the live sessions, recordings will be sent out after each session has completed.

Tutor

Steve Kemish F IDM, Managing Partner, JunctionAgency


Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.

His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.

He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.
A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.

As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.

Venue

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