how brain science turns browsers into buyers: sxsw 2012
DESCRIPTION
Slides from Roger Dooley's panel, How Brain Science Turns Browsers into Buyers at SXSW 2012. The first part is an introduction to the panel's topic and the importance of marketing to the non-conscious part of the consumer's brain. Two individual strategies are covered. First, "putting your customer in the ad" looks at ways to personalize marketing using either data supplied by the individual or from social media profiles. Second, the ability of male buying behavior to be influenced by images of an attractive woman is illustrated.TRANSCRIPT
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Brian ClarkRoger DooleyDerek Halpern
Dr. A.K. Pradeep
#BrainBuy #sxsw
#BrainBuyDr. A. K. Pradeep@akpradeep
Derek Halpern@derekhalpern
Brian Clark@copyblogger
Roger Dooley@rogerdooley
MostMarketing
Fails.@rogerdooley
#BrainBuy #sxsw
“Half my advertising is wasted…”
“…if only I knew which half!”
@rogerdooley#BrainBuy #sxsw
Wanamaker guessedTOO LOW!
@rogerdooley#BrainBuy #sxsw
95% of New Products
@rogerdooley#BrainBuy #sxsw
95% of New Products
(Acupoll)
@rogerdooley#BrainBuy #sxsw
98% of Direct Mail
@rogerdooley#BrainBuy #sxsw
98% of Direct Mail
(DMA)@rogerdooley
#BrainBuy #sxsw
@98%
of Emails
@rogerdooley#convcon
@98%
of Emails
(DMA)
@rogerdooley#BrainBuy #sxsw
20% of Ad Campaigns
@rogerdooley#convcon
20% of Ad Campaigns
@rogerdooley#BrainBuy #sxsw
20% of Ad Campaigns
@rogerdooley#convcon
20% of Ad Campaigns
@rogerdooley#convcon
MostMarketing
Fails.Why?
@rogerdooley#BrainBuy #sxsw
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley #BrainBuy
Neuromarketing
@rogerdooley#BrainBuy #sxsw
Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior Studies• Eye Tracking• Facial Coding
@rogerdooley#BrainBuy #sxsw
Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior Studies• Eye Tracking• Facial Coding
@rogerdooley#BrainBuy #sxsw
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Roger DooleyNeuroscienceMarketing.com
@rogerdooley
How do we make Brian Clark like Coca Cola?
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
The Doppelganger Effect
Brand Preference@rogerdooley
#BrainBuy #sxsw
Personalized Video
Derek!
@rogerdooley#BrainBuy #sxsw
Playboy: Viral Bunnies at Home
http://youtu.be/isjPpbmnaYo
@rogerdooley#BrainBuy #sxsw
thedexterhitlist.com
@rogerdooley#BrainBuy #sxsw
Higher Ed Ads
Adler School of Professional Psychologyhttp://www.leadsocialchange.net/
(Courtesy: Hobsons)@rogerdooley
#BrainBuy #sxsw
Social Personalizatio
n
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
@rogerdooley#BrainBuy #sxsw
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
takethislollipop.com
Untapped opportunity:Put your customer
in the ad.
@rogerdooley#BrainBuy #sxsw
Sellingto
Guys?@rogerdooley
#BrainBuy #sxsw
Impatient
Short Term Emphasis
-Margo Wilson and Martin Daly@rogerdooley
#BrainBuy #sxsw
Attractive Photo =
-4% Interest Rate
Marianne Bertrand et al, 2005
@rogerdooley#BrainBuy #sxsw
Test
Source:Ion
Interactive
+95%
+35%Source:
IonInteractive
@rogerdooley#BrainBuy #sxsw
Convert more guys with “mating triggers.”
#31 @rogerdooley#BrainBuy #sxsw
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comRogerDooley.com
[email protected]@rogerdooley
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Brian ClarkRoger DooleyDerek Halpern
Dr. A.K. Pradeep
#BrainBuy #sxsw