B2B neuromarketing study online video l summary April 2013
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description
Online video increasingly is used to reach, inform and seduce B2B audiences worldwide. YouTube already is the world's 2nd search engine. Considerable investment in online video production and distribution is made to ensure maximum conversion and success in the long run. That's why pretesting videos makes a lot of sense. Conventional research methodologies often fail to assess people's real preferences as 'we often do not know or can express our own preferences that well. As people make up to 99% of their decisions subconsciously, we need to tap into the subconscious mind to properly assess online videos. Neuromarketing is a promising new field combining neuroscience and marketing. US-based NeuroSpire and Netherlands-based DutchmarQ have joined forces to design, set-up and run the world's first neuromarketing survey into the effectiveness of B2B online video. EEG data will be collected from ~20 right-handed Dutch male, professional respondents aged 30 to 49 using 14-channel EEG devices manufactured by Emotiv. These lab-grade headsets are used in university research labs around the world and are the most commonly used neuromarketing equipment. Participants’ raw brain-wave responses will be decoded into metrics of Emotional Engagement (based on Richard Davidson’s framework of left-right asymmetry in the prefrontal cortex) and Attention Activation (based on measures of alpha desynchronization and steady-state visually evoked potentials). Questions to be Investigated: Question 1: What kind of video performs best? B2B product videos take various forms. Animated versus live-action, personal story versus product demo, etc. We will investigate which kind of video (or video segment) is most successful at boosting emotional engagement and attention activation. Question 2: Is language important? Corporations operating in multiple markets face the choice of whether or not to offer videos in different languages. We will investigate if there is an advantage to providing videos tailored to an audience’s native language. Question 3: What are the factors (scenes, dialogue, imagery) that most influence emotion and attention responses? In order to optimize product videos, companies need to understand the impact of these smaller video elements. We will investigate what elements are important, and which can be left on the cutting room floor. Question 4: How does viewer data relate to neuromarketing metrics? If a video drives strong emotional engagement and/or high attention in audiences, how does that translate to in-market performance? We will investigate the relationship between our metrics and traditional indicators of video performance, such as views, conversion rates, etc. Key findings will be published by DutchmarQ, NeuroSpire, our business partners and in the book Br@inbound Marketing, to be published by Van Duuren Management.
Transcript of B2B neuromarketing study online video l summary April 2013
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Smarter Inbound
Brief, 2013
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Contents Key challenges in B2B marketing What is neuromarketing? Neuromarketing examples DutchmarQ/ Neurospire ambition Why B2B online video? Approach Contact
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Key challenges in B2B marketing B2B CMOs face declining budgets with (often) similar commercial targets Customers and prospects are increasingly e-lusive
Research (HubSpot et al) shows that up to 70% of the buying process, prospects do not want to be interrupted by sales/account manager
Paid media gets less attention, and is less trusted Owned media and earned media need to be leveraged B2B companies will shift their mix towards inbound marketing
95%+ of our decisions: made by our subconscious mind Yet most marketing communications fails to convert and is wasted
How can we bridge the gap with the elusive customer? by combining inbound marketing with neuromarketing
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What is Neuromarketing? Neuromarketing is a relatively new discipline, combining neuroscience & marketing 95%+ of all our decisions are made subconsciously (yet we currently often do not know our preferences) The amount of waste in marketing is significant
The largest part of all communications fails to convert (95% of new products, 98% of mail offers, 98% of direct emails. 20% of ad campaigns have no brand impact)
Inbound marketing better leverages own & earned media. Conversion rates can further improve with better insights in what makes us tick
Examples of neuromarketing include surveys based on eg fMRI, EEG, eye-tracking, facial coding (see examples next slide)
Neuromarketing premise is to further improve the business value marketing brings, boosting ROI and further enabling closed loop reporting
Storyboards can be tested, neuromarketing can be applied to early designs/copies
Online videos become are becoming more important B2B online videos including HubSpot vs Salesforce.com wil be in-‐scope of Q1 2013 neurosurvey
The outcomes will provide great input in rich content combining best practices in online video with the latest neuromarketing insights
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What is neuromarketing? (cont)
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Neuromarketing examples fMRI: Functional Magnetic Resonance Imaging
Highly expensive Spatial accuracy high, time accuracy needs to be improved
Eye-tracking
Usability of eg website & conversion of landing pages
EEG: Electroencephalography brainwave measurement More affordable Highly precise in terms of timely resolution/accuracy
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Neuromarketing thru EEG
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Why B2B online video B2B online video was earmarked as key marketingcomms to assess as part of this survey due to:
Video being strongly tied to emotions and ill-understood Value and penetration of Video is rapidly increasing in B2B too Video is visual and lends itself to a deeper dive into what elements (broken down in milliseconds) make what difference
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Approach
Prepare Invite Run 20 to 40 respondents in DutchmarQ office or on site
Report
Q1 Apr 2013 Summer 2013
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www.dutchmarq.com [email protected] @phasselsmonning / @dutchmarq +31 34 34 209 31 P.O. Box 26 3940 AA Doorn | The Netherlands Sitiopark 13 3941 PP Doorn | The Netherlands
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