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 Presentation Transcript

  • 1. Neuromarketing & Web Persuasion Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 2. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 3. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 4. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 5. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 6. 2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 7. 2011 - 2013 Brainy@rogerdooley #brainfluence Marketing Copyright 2013, Dooley Direct LLC
  • 8. Evolution? Enlightenment?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 9. Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 10. CEO Trust • CFOs – 90% • CIOs – 90% • CMOs – 20%@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 11. Why?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 12. Most Marketing & Sales Money Is Wasted.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 13. “Half my advertising is wasted… “…if only I knew which half!”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 14. 95% of New Products@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 15. 95% of New Products@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 16. 98% of Direct Mail@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 17. 98% of Direct Mail@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 18. 98% of Sales Emails@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 19. 98% of Sales Emails@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 20. 93% of Sales Calls@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 21. 93% of Sales Calls@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 22. CEO Consumer@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 23. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 24. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 25. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 26. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 27. Psychology & Social Science Stimulus Response Brain Neuroscience@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 28. Psychology Neuroscience Economics Neuropsychology Neuroeconomics Neuromarketing@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 29. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 30. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 31. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 32. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 33. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 34. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 35. Sensory Logic@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 36. 70% Positive 40% Emotion Positive Emotion Sensory Logic@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 37. Web-based@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 38. Try a face reading demo: rgr.cc/yzAd4K (redirects to: http://www.affectiva.com/affdex/#pane_tryit )@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 39. Forbes Consulting: Mindsight@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 40. Quick! This brand makes you feel… (Concept only, NOT actual Mindsight images)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 41. Implicit Association & Latency Response@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 42. Implicit Association & Latency Response ?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 43. Implicit Association & Latency Response 547 msec@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 44. Latency Response@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 45. Try an implicit association test: rgr.cc/w82nR9 (redirects to:https://implicit.harvard.edu/implicit/demo/ )@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 46. Caution: science still emerging@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 47. My Mission:@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 48. Cut marketing waste – even a little!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 49. Bring neuromarketing to the 99%!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 50. Neuroscience Behavior Research Marketing Research Studies Actionable Advice@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 51. Behavior Research@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 52. Neuro-Nudges@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 53. @rogerdooley #brainfluence Copyright 2013, | Daily Trojan LLC Jonathan Zhang Dooley Direct
  • 54. Dog owners? Pet parents?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 55. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 56. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 57. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 58. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 59. Margaritas? Sure, I’ll have one!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 60. Liking@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 61. Show common interests, shared attributes with your customer to create “liking effect.”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 62. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 63. Don’t bury these “liking cues” deep in your site!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 64. Important Psychological Research Tool:@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 65. $3@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 66. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 67. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 68. “California” Wine • Ate more • Came back more@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 69. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 70. “Expensive” Wine• Tasted better• Lit up brain more@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 71. Set high but realistic expectations to improve customer experience.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 72. Socializing image credit: jessicaswanson.com@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 73. The Ultimatum Game@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 74. Ultimatum Game Results@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 75. Effect of Social Conversation@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 76. To increase sales and negotiation success, socialize first.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 77. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 78. Use vivid, sensory, emotional adjectives to engage the brain.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 79. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 80. The Doppelganger Effect Brand Preference@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 81. Social Personalization@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 82. The Doppelganger Effect @rogerdooley @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC#AFD12 #Brainfluence
  • 83. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 84. St. Bonaventure University http://www.becomingextraordinary.net/@rogerdooley #brainfluence Copyright 2013,(Courtesy: Hobsons) Dooley Direct LLC
  • 85. WunderlandMovies.de@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 86. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 87. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 88. Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 89. Untapped opportunity: Put your customer in the ad. @rogerdooley @rogerdooley #brainfluence#AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC
  • 90. Rudeness & Revenge@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 91. What canceled rudeness effect? @rogerdooley @rogerdooley #brainfluenceAFD12 #Brainfluence Copyright 2013, Dooley Direct LLC
  • 92. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 93. Apologies really DO work. Apologize!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 94. When you don’t apologize…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 95. Major airline vi Via Brian Solis@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 96. Scarcity@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC Photo via Doniv.org
  • 97. Vs.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 98. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 99. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 100. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 101. Scarcity + Social Proof!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 102. Creating Scarcity@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 103. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 104. Use SCARCITY to make your offer more attractive.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 105. Scarcity on Steroids@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 106. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 107. FTW@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 108. Amp up SCARCITY EFFECT by showing decreasing availability.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 109. Selling to Guys?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 110. Impatient & Short Term Emphasis -Margo Wilson and Martin Daly@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 111. Take More Risks@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 112. Attractive Photo = -4% Loan Interest Rate Marianne Bertrand et al, 2005@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 113. Test Source: IonInteractive @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 114. Source: IonInteractive@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 115. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 116. Convert more men with “mating triggers.”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 117. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 118. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 119. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 120. Use simple fonts and language to minimize perceived effort.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 121. If you remember just one thing from today…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 122. Change is constant and accelerating…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 123. Communication Huge Change in 50 Years@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 124. Media Huge Change in 50 Years@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 125. Social Mobile! Media! Big Data!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 126. Our Brains NO Change in 50,000 Years!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 127. Work with your customer’s brain and how it is wired!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  • 128. 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
  • 129. Neuromarketing & Web Persuasion Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC