Reframe To Influence
In a recent article from Marketing Week, Dan Bennett of Ogilvy UK emphasises the evolving role of marketers in driving behavioural change. He argues that marketers possess significant power to influence consumer behavior and societal norms, but to harness this power effectively, they must reframe their approach. Here are three key takeaways from the article:
1. Embrace Behavioural Science to Influence Change
Marketers should integrate principles of behavioural science into their strategies. By understanding the psychological factors that drive consumer decisions, marketers can design interventions that encourage positive behaviour changes. This approach moves beyond traditional advertising, focusing instead on creating environments and messages that nudge consumers toward desired actions.
2. Reframe Marketing’s Role Within Organizations
The article suggests that marketers need to reposition themselves as agents of change within their organizations. This involves moving away from being seen solely as promoters of products or services and towards being recognized as key contributors to shaping organizational strategy and culture. By doing so, marketers can have a more significant impact on both internal and external audiences.
3. Collaborate Across Disciplines for Greater Impact
Effective behaviour change requires collaboration beyond the marketing department. Marketers should work closely with other departments, such as product development, customer service, and human resources, to ensure a cohesive approach to influencing behaviour. This interdisciplinary collaboration can lead to more comprehensive and sustainable change initiatives.
By adopting these strategies, marketers can enhance their influence and drive meaningful change within their organizations and society at large.