What technology is being used to change behaviours in 2017?
Posted by TeamPC on 6 Jun 2017
Technology drives us. It’s changed the way we work, how we communicate with each other, share data, ideas and more. As long as it’s properly applied, technology changes lives – for the better. And this is something that the healthcare sector has experienced in relation to use of the latest behavioural marketing software.
Technology is at the heart of our society
The customer is king and any marketing agency or business that knows their trade, understands that to influence customers and win them over, you need to listen to them. Before a traditional marketing campaign can get underway, marketers need to understand the people they wish to target, understand their needs, thought processes and trigger points, gain their trust, and then (and only then) find creative ways of connecting with them.
That’s all basic marketing. So why should marketing within a digital space be any different?
Social marketing is an integral element of the NHS’s healthcare strategy
Behavioural change campaigns are not new – the NHS has been investing in social marketing health initiatives and interventions for over a decade, with great success. Social marketing interventions seek to motivate and influence people’s lifestyle choices and health habits, by delivering targeted messages and services that create a desire and motivation to positively change behaviours.
Technology is making new things possible with behavioural marketing
In the past couple of years, behavioural marketing technology has emerged and this has brought about a significant step change in how social marketing campaigns are delivered. Social marketers can now use behavioural marketing technology to accurately focus on delivering specific health interventions to the individual, by pinning down the profile of a campaigns online visitors.
This new approach to behavioural marketing allows social marketing professionals to more efficiently profile, understand and tailor their approach, to meet the needs of specific groups of people – and even communities.
How does automated marketing technology work?
Behavioural marketing software sits behind a website(s) and gathers website/visitor intelligence. Once an email addresses is collected a profile can be created for that individual and their online behaviour can be tracked across multiple channels and devices. But that’s just the beginning. The potential for target profiling is unprecedented.
Over a period of time, as intelligence builds, marketers can use detailed profiles to create ‘customised’ health experiences that reflect individual preferences and provide targeted intervention mechanisms. This dispenses with the need for a ‘one-size-fits-all’ approach, which has proven to be ineffective in the past and also allows in-depth reporting on individuals and groups.
Technology is moving things on in social marketing. These are very exciting times for the industry.
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers.
Visit us online at perfect-circle.co.uk
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