Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

Neuromarketing & Web Persuasion

Roger Dooleyrogerdooley.comrogerd@dooleydirect.comTwitter: @rogerdooleylinkedin.com/in/dooley/

2004: NeuroscienceMarketing.com2005: Blog: Neuromarketing

2011 - 2013

Brainy Marketing

Evolution?Enlightenment?

Honesty & Ethics Very High/High

• Nurses – 85%• Engineers – 70%

• Advertising – 11%• Sales – 8%

CEO Trust

•CFOs – 90%•CIOs – 90%•CMOs – 20%

Most Marketing & Sales

Money Is Wasted.

“Half my advertising is wasted…”

“…if only I knew which half!”

95% of New Products

98% of Direct Mail

98% of Sales Emails

93% of Sales Calls

CEO Consumer

Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious

Psychology & Social Science

Response

Stimulus Brain

Neuroscience

EconomicsNeuroscienc

ePsychology

Neuroeconomics

Neuropsychology

Neuromarketing

SensoryLogic

40% Positive Emotion

70% PositiveEmotion

SensoryLogic

Web-based

Try a face reading demo:

rgr.cc/yzAd4K (redirects to:

http://www.affectiva.com/affdex/#pane_tryit )

Forbes Consulting: Mindsight

Quick! This brand makes you feel…

(Concept only, NOT actual Mindsight images)

Implicit Association &Latency Response

547 msec

Latency Response

Try an implicit association test:

rgr.cc/w82nR9 (redirects to:

https://implicit.harvard.edu/implicit/demo/ )

Caution: science still emerging

My Mission:

Cut marketing waste –

even a little!

Bring neuromarketingto the

ActionableAdvice

BehaviorResearch

Neuroscience

Research MarketingStudies

Behavior Research

Neuro-Nudges

Jonathan Zhang | Daily Trojan

Dog owners?

Pet parents?

Margaritas?Sure, I’ll

have one!

Liking

Show common interests, shared

attributes with your customer to create

“liking effect.”

Don’t bury these “liking cues” deep in

your site!

ImportantPsychologicalResearch Tool:

“California” Wine

• Ate more• Came back more

“Expensive” Wine

• Tasted better• Lit up brain

Set high but realistic expectations to

improve customer experience.

Socializing

image credit: jessicaswanson.com

The UltimatumGame

Ultimatum Game Results

Effect of Social Conversation

To increase sales and negotiation success,

socialize first.

Use vivid, sensory, emotional adjectives to engage the brain.

The Doppelganger Effect

Brand Preference

Social Personalizatio

The Doppelganger Effect

@rogerdooley#AFD12 #Brainfluence

St. Bonaventure Universityhttp://www.becomingextraordinary.net/

(Courtesy: Hobsons)

St. Bonaventure Universityhttp://www.becomingextraordinary.net/

(Courtesy: Hobsons)

WunderlandMovies.de

Playboy: http://youtu.be/isjPpbmnaYo

Amazing use of Facebook data: http://www.takethislollipop.com/

Untapped opportunity:

Put your customerin the ad.

Rudeness&

Revenge

What canceledrudeness effect?

Sorry!

Apologies really DO work. Apologize!

When you don’t apologize…

viMajor airline

Via Brian Solis

Scarcity

Photo via Doniv.org

Scarcity +Social Proof!

Creating Scarcity

Use SCARCITY to make

your offer moreattractive.

Scarcity on Steroids

Amp up SCARCITY EFFECT by showing

decreasingavailability.

Sellingto

Impatient &Short Term Emphasis

-Margo Wilson and Martin Daly

Take More Risks

Attractive Photo =

-4% Loan Interest Rate

Marianne Bertrand et al, 2005

Source:Ion

Interactive

+35%Source: Ion

Interactive

Convert more men with “mating

triggers.”

Use simple fonts and language to minimize

perceived effort.

If you remember just one thing from today…

Change is constant and accelerating…

Communication

Huge Change in 50 Years

Mobile!

Big Data!

Social Media!

Our Brains

NO Change in 50,000 Years!

Work with your customer’s brain

and how it is wired!

Free ResourcesNeuromarketingNeurosciencemarketing.com/blog

Brainy Marketingblogs.forbes.com/rogerdooley/

Inside Influence Reportinfluenceatwork.com

Dan Ariely Blogdanariely.com

Social Triggers Blogsocialtriggers.com

Neuromarketing & Web Persuasion

Roger Dooleyrogerdooley.comrogerd@dooleydirect.comTwitter: @rogerdooleylinkedin.com/in/dooley/

Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

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Transcript of Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

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