A Look at Three More Levers Marketers Can Pull when Strategizing
When marketers start developing any kind of strategy, whether it’s a micro-level digital strategy or a macro-level branding strategy, they have several different levers they can pull on to achieve whatever their business goals are. Most, if not all, marketers are used to the Four Ps of Marketing, which boil various different tactics into four neat categories (Product, Place, Promotion, Price).
We’ve already discussed how the science of consumer behavior allows us to understand our consumers at a deeper level and how we can utilize psychological principles to design effective marketing strategies. Using the Theory of Planned Behavior allows us to take these concepts a step further and apply what we know about psychological behavior in order to provide us with additional levers we can manipulate when designing marketing strategies.
The Theory of Planned Behavior
The Theory of Planned Behavior breaks down the elements that combine to create an individual consumer’s intention (which eventually leads to action) into three buckets. These three buckets include:
- Behavioral Attitudes
- Subjective Societal Norms
- Perceived Behavioral Control
These three buckets can be simply described as how a consumer feels about an action or behavior (such as purchasing a product), how the people around that consumer feel about the action, and how much control the consumer believes they have over the action.
Researchers have determined that these three variables have the greatest influence on actual behaviors and actions. Therefore, marketers can target each of these variables individually to improve the chances that consumers will behave in the desired manner.
Applying the Theory of Planned Behavior
Using quantitative marketing techniques, marketers can gather more granular data which assigns a score to each variable for a group of consumers. These scores allow marketers to determine which of the three variables they should target in future campaigns.
An example of this could be a gym running a campaign during the post-holiday season that both inspires consumers and delivers a promotional offer. This kind of campaign would aim to foster a sense of empowerment in consumers, increasing their perceived behavioral concern, and driving them to subscribe to a gym membership so they can work towards a New Year’s resolution.