Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
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Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion

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Slides for Minnesota Interactive Marketers Association March 2013 event, Neuromarketing & Web Persuasion, presented by Roger Dooley, author of Brainfluence.

Slides for Minnesota Interactive Marketers Association March 2013 event, Neuromarketing & Web Persuasion, presented by Roger Dooley, author of Brainfluence.

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Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion Presentation Transcript

  • Neuromarketing & Web Persuasion Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 2011 - 2013 Brainy@rogerdooley #brainfluence Marketing Copyright 2013, Dooley Direct LLC
  • Evolution? Enlightenment?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • CEO Trust • CFOs – 90% • CIOs – 90% • CMOs – 20%@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Why?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Most Marketing & Sales Money Is Wasted.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • “Half my advertising is wasted… “…if only I knew which half!”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 95% of New Products@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 95% of New Products@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 98% of Direct Mail@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 98% of Direct Mail@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 98% of Sales Emails@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 98% of Sales Emails@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 93% of Sales Calls@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 93% of Sales Calls@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • CEO Consumer@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Psychology & Social Science Stimulus Response Brain Neuroscience@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Psychology Neuroscience Economics Neuropsychology Neuroeconomics Neuromarketing@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Sensory Logic@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 70% Positive 40% Emotion Positive Emotion Sensory Logic@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Web-based@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Try a face reading demo: rgr.cc/yzAd4K (redirects to: http://www.affectiva.com/affdex/#pane_tryit )@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Forbes Consulting: Mindsight@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Quick! This brand makes you feel… (Concept only, NOT actual Mindsight images)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Implicit Association & Latency Response@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Implicit Association & Latency Response ?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Implicit Association & Latency Response 547 msec@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Latency Response@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Try an implicit association test: rgr.cc/w82nR9 (redirects to:https://implicit.harvard.edu/implicit/demo/ )@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Caution: science still emerging@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • My Mission:@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Cut marketing waste – even a little!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Bring neuromarketing to the 99%!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Neuroscience Behavior Research Marketing Research Studies Actionable Advice@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Behavior Research@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Neuro-Nudges@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, | Daily Trojan LLC Jonathan Zhang Dooley Direct
  • Dog owners? Pet parents?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Margaritas? Sure, I’ll have one!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Liking@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Show common interests, shared attributes with your customer to create “liking effect.”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Don’t bury these “liking cues” deep in your site!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Important Psychological Research Tool:@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • $3@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • “California” Wine • Ate more • Came back more@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • “Expensive” Wine• Tasted better• Lit up brain more@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Set high but realistic expectations to improve customer experience.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Socializing image credit: jessicaswanson.com@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • The Ultimatum Game@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Ultimatum Game Results@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Effect of Social Conversation@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • To increase sales and negotiation success, socialize first.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Use vivid, sensory, emotional adjectives to engage the brain.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • The Doppelganger Effect Brand Preference@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Social Personalization@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • The Doppelganger Effect @rogerdooley @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC#AFD12 #Brainfluence
  • St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • St. Bonaventure University http://www.becomingextraordinary.net/@rogerdooley #brainfluence Copyright 2013,(Courtesy: Hobsons) Dooley Direct LLC
  • WunderlandMovies.de@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Untapped opportunity: Put your customer in the ad. @rogerdooley @rogerdooley #brainfluence#AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC
  • Rudeness & Revenge@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • What canceled rudeness effect? @rogerdooley @rogerdooley #brainfluenceAFD12 #Brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Apologies really DO work. Apologize!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • When you don’t apologize…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Major airline vi Via Brian Solis@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Scarcity@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC Photo via Doniv.org
  • Vs.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Scarcity + Social Proof!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Creating Scarcity@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Use SCARCITY to make your offer more attractive.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Scarcity on Steroids@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • FTW@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Amp up SCARCITY EFFECT by showing decreasing availability.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Selling to Guys?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Impatient & Short Term Emphasis -Margo Wilson and Martin Daly@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Take More Risks@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Attractive Photo = -4% Loan Interest Rate Marianne Bertrand et al, 2005@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Test Source: IonInteractive @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Source: IonInteractive@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Convert more men with “mating triggers.”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Use simple fonts and language to minimize perceived effort.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • If you remember just one thing from today…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Change is constant and accelerating…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Communication Huge Change in 50 Years@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Media Huge Change in 50 Years@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Social Mobile! Media! Big Data!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Our Brains NO Change in 50,000 Years!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Work with your customer’s brain and how it is wired!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Inside Influence Report influenceatwork.com Dan Ariely Blog danariely.com Social Triggers Blog socialtriggers.com@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • Neuromarketing & Web Persuasion Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC