Motivation in Marketing

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By David Tomas, on 20 November 2023

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? It might be worth thinking about these questions in relation to motivation in 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. 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. Motivation is always the first step in the process.

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 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, 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 for employees.

3 Motivational Marketing Videos for Marketers

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?

1. Think Different (Apple, 1997)

Apple has put out motivational messages practically from the beginning. Of 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.

2. 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 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!

3. 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.

Strategies to Maintain Motivation in Marketing

In the ever-evolving field of marketing, maintaining motivation is crucial for consistently delivering innovative and impactful campaigns. Beyond the inspiration derived from motivational videos and campaigns, marketers often face challenges that demand a sustained drive. Establishing a routine that includes moments of reflection, goal-setting, and celebration of achievements can be a powerful motivator. Viewing challenges as opportunities can also help maintain motivation and promote creativity. Networking with peers, attending industry events, and staying updated on emerging trends can fuel your motivation and give you opportunities to keep learning and avoid stagnation.

Additionally, periodically revisiting the core values and objectives that inspired a career in marketing can reignite your passion and commitment. By incorporating these strategies, marketers can proactively sustain motivation, and develop an inspired approach to their work.

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David Tomas

CEO y cofundador de Cyberclick. Cuenta con más de 20 años de experiencia en el mundo online. Es ingeniero y cursó un programa de Entrepreneurship en MIT, Massachusetts Institute of Technology. En 2012 fue nombrado uno de los 20 emprendedores más influyentes en España, menores de 40 años, según la Global Entrepreneurship Week 2012 e IESE. Autor de "La empresa más feliz del mundo" y "Diario de un Millennial".

CEO and co-founder of Cyberclick. David Tomas has more than 20 years of experience in the online world. He is an engineer and completed an Entrepreneurship program at MIT, Massachusetts Institute of Technology. In 2012 he was named one of the 20 most influential entrepreneurs in Spain, under the age of 40, according to Global Entrepreneurship Week 2012 and IESE. Author of "The Happiest Company in the World" and "Diary of a Millennial".