What Role Does Automation Play in Behaviour Change Marketing?

Posted by Marketing & PR on 20 Nov 2019

What Role Does Automation Play in Behaviour Change Marketing?

On average 51% of companies are currently using Marketing automation. Artificial Intelligence and Marketing Automation are having a significant impact on behaviour change marketing, they are changing the way we communicate and are driving change.


Using behaviour change techniques in a campaign is an effective way to nudge people towards changing their behaviour for the better, whether that is quitting smoking with Stoptober, giving up alcohol for Dry January or signing the organ donor register.

“Recent technological advancements such as Marketing Automation and Artificial Intelligence (AI) are changing the way we communicate with audiences, raise awareness and ultimately drive change.“

When someone decides to make a change, such as giving up smoking, it is proven that regular communication can help keep them on track and encourage them to continue with their new healthier lifestyle. Traditionally, it has been a challenge to identify the point where someone has fallen off the wagon, but AI can help address that problem.


Using AI and Marketing Automation to Keep People on Track


If someone is getting involved with Stoptober to help them stop smoking, Marketing Automation can help make sure they feel supported and part of a social movement by ensuring they receive the right messages of encouragement and progress at the right time.


Through Marketing Automation, you can also send participants useful content that can help them with their new behaviour change. Emails that contain success stories, information about the health benefits or tips to help beat cravings can vastly improve the likelihood of success for the individual.


Receiving a simple message that tells them how well they are doing, how many days they have been smoke-free and the health benefits and savings they have made so far can really help keep people on track.


But how can you identify when someone is about to fall off track? If an individual shares on social media how hard they are finding it or that they are going to find tonight’s social gathering hard, AI can detect these signs and signals and deliver further behaviour change interventions.


The AI model could learn what the best signs and signals are and learn what interventions are best applied for that type of person in that type of situation. Taking personalised nudges and messages of encouragement to a new level.


Our Expertise


We are passionate about developing relevant approaches that bring about positive behavioural change – on a small scale, big scale, immediately, over time - not possibly, but definitely!


Whether we’re encouraging improving patient communication and outcomes in healthcare, promoting positive lifestyles by discouraging people from smoking in favour of taking more regular exercise, our approach identifies the best way of marketing ideas and initiatives such as Marketing Automation to bring about positive lifestyle change.


Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioral Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.


This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.


If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, then we’d love to hear from you. Please visit our contact page and get in touch.

 

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