Practical Tips | How to develop a marketing framework to change user behavior?

If you want to change user behavior, you need a marketing framework "Behavior Framework Matrix". What is this matrix?

This week we will share how to change consumer behavior through marketing. That is, I want to increase the repurchase behavior of old users; I want old users to recommend our products to their friends, etc.

So in the next few days, I will share practical methods and cases . All the methods this week are based on today’s marketing thinking framework , the “Behavioral Framework Matrix”.

If you want to change someone's behavior, change is most likely to happen when they are motivated and it is easy to do so. Therefore, to change consumer behavior, there are two factors that need to be grasped, namely consumer motivation and ease.

Motivation = individual incentives + social norms

Individual Incentives: What value does this have for users? What benefits can users get?

Social norms: What would others think if the user did this?

Ease = Ability + Opportunity

Capability: Is the user capable of performing the action?

Opportunity: Does the user's environment allow this behavior to occur?

When we are clear about the consumer behaviors we need to change, each behavior can be thought of in this matrix. If motivation and ease are high. Then consumers' behavior can be easily changed by us through marketing. Therefore, when a company needs to change consumer behavior, this matrix can allow the company to clearly see where it should focus its marketing efforts to change user behavior.

An example analysis of the "Behavioral Framework Matrix"

A beer company now needs to change two consumer behaviors:

A: Let people who drink their own brand of beer try another new product of the brand

B: Get people who don’t drink beer to start drinking beer

The following analysis is made for A:

Based on motivation analysis:

• For those who drink their own brand beer, if you now let users try new styles, they may find that the styles are better tasting and cheaper;
• When a user tries other new beers, others will not think that this person is abnormal;

So from a motivation perspective, users are highly motivated.

Based on ease analysis:

• Can they afford the new beer? The answer is yes. Can't they afford a can of beer for a few dollars?
• Does the user's environment allow the user to drink the new beer? Not necessarily. It depends on whether the new beer is available in the user's offline channel, or whether there is an e-commerce platform that allows consumers to purchase the beer.

Therefore, if the enterprise wants to change the behavior in A, it should consider changing user behavior from the perspective of opportunity.

But when it comes to B's behavior, you will find that it is the user's motivation that is limited. That is, if you want to do this, the company needs to motivate users from the perspective of individual incentives and social norms.

Case Study

Finally, I would like to share with you a marketing H5 that has been quite popular in recent days.

Scenario:

This is an event organized by Xiaomi Music for Children's Day on June 1st.

Fill in your name, then select a toy that was once a childhood toy of the 80s generation, and then generate a thoughtful copy corresponding to the toy. Finally, users can share it to their Moments, etc.

Purpose:

Get greater brand exposure by sharing on WeChat Moments

User Conduct:

Stimulate user sharing

Behavioral Framework Matrix:

It is often easier to motivate users to share. Just two clicks of your fingers, nothing too complicated. Therefore, motivation becomes the key to whether users share. Judging from this H5 marketing campaign, socially conventional methods were used to stimulate users’ sharing motivation. That is, through the toys of the post-80s generation, let friends in the circle of friends resonate with the product.

Source: Activity Box (huodonghezi.com)