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Motivation In Marketing

By Jessica Bubenheim, on 29 May 2019

Is success and enjoyment at work important to you? What motivates you to perform at your best? Money, recognition, or perhaps flexible working hours? Do you find meaning in your job? Is it important to you to know and share your employer's goals? It might be worth thinking about these questions in relation to marketing. Knowing what motivates people can contribute a lot to your own satisfaction in life and even allow you to help others achieve satisfaction in their lives.

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Motivation in Marketing

In the book, Drive: The Surprising Truth About What Motivates Us, author Daniel Pink presents the most important international research results of recent decades on the subject of motivation. So what is it that really motivates us? In three key words, Pink sums up what we are all striving for.

  • Autonomy. People feel better when they have a certain level of autonomy.
  • Mastery. People strive to master what they do.
  • Purpose. This guides a person's life decisions, influences their behavior, gives them a sense of direction, and provides meaning.

Companies and managers who take these key motivational factors into account are more successful. Pink argues, that these scientifically proven findings are not frequently put into practice, despite how important they are.

Concrete instructions on how to incorporate these key concepts come from self-determination theory. Implementing them leads to higher intrinsic motivation at work because people's basic psychological needs are satisfied.

Studies have shown that behavioral adaptations, such as threats, imposed goals, deadlines, and sometimes even rewards have a negative effect on well-being, health and integrity. Conversely, positive feedback, the possibility of self-development, and recognition of people's feelings have a positive effect.

For example, the social environment in a workplace can contribute to higher performance and well-being by promoting autonomy and collegiality for employees.

 


3 Motivational Marketing Videos That Marketers Can't Miss

They are clear examples of the power of inspirational messages that motivate us to be better people, both at work and outside of it. Which of these videos resonates with you you?

Think Different (Apple, 1997)

Apple has put out motivational messages practically from the beginning. From all of its campaigns, this one has a clear message of encouragement to all those who strive to achieve their dreams and excel at something.

This is more than just a campaign. It encourages us to think outside of the box and dare to be different. It is an indispensable motivational video for marketers. 

  

Squarespace 7 Presents Alex Honnold

How far is man able to go? This video from Squarespace shows some of the amazing physical feats that Alex Honnold, a world renowned rock climber and all around accomplished athlete, has accomplished. Through his motivation, effort, and sacrifice, Honnold is able to do incredible things. What are you able to do? Discover it and share it with the world! 

 

Nike's Commercial for Women's Day

This ad from Nike was made in honor of international women's day and features some incredibly talented athletes in a variety of different sports doing what they do best. However, it not only highlights what they can do but also includes a social message. It encourages the audience to push for greater equality in the sporting world so that we can one day focus on skill and achievement over gender.

 

Marketing Needs Motivation

When thinking about how to inspire and motivate your target audience, you need to clearly define your marketing message and consider what your clients or customers would really connect with.

In order to develop a marketing strategy that suits your brand, your motivation is always the first step in the process. So think about what is meaningful to you and how you can use that to connect with others.

 

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Jessica Bubenheim

International Business at Warwick Business School. Inspired by Social Entrepreneurs.