Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley

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Roger Dooley presents "Neuromarketing on the Web" to attendees at the 2013 Neuromarketing World Forum.

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Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley

  1. 1. #nmwf Neuromarketing on the Web Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  2. 2. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  3. 3. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  4. 4. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  5. 5. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  6. 6. 2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  7. 7. 2011 - 2013 Brainy@rogerdooley #brainfluence Marketing Direct LLC Copyright 2013, Dooley
  8. 8. The Downside…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  9. 9. Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  10. 10. CEO Trust • CFOs – 90% • CIOs – 90% • CMOs – 20%@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  11. 11. Most Marketing Is Wasted.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  12. 12. Marketing Waste 95% - New Products 98% - Direct Mail 98% - Sales Emails 93% - Sales Calls 50% - Large Branding Campaigns@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  13. 13. CEO Consumer@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  14. 14. My Mission:@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  15. 15. Cut marketing waste – even a little!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  16. 16. Bring neuromarketing to the 99%!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  17. 17. Neuroscience Behavior Research Marketing Research Studies Actionable Advice@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  18. 18. Behavior Research@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  19. 19. Neuro-Nudges@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  20. 20. Global Neuromarketing Interest@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  21. 21. Neuromarketing Searches 2006 - 2013@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  22. 22. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  23. 23. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  24. 24. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  25. 25. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  26. 26. Neuromarketing on the Web@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  27. 27. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC Jonathan Zhang | Daily Trojan
  28. 28. SEO Your 50,000,000,000 Amazingly Engagement Well-Written Content Social Pages Sharing Action!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  29. 29. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  30. 30. Copy@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  31. 31. Engaging Copy@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  32. 32. Lifeless Copy? Jump-start it with metaphor!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  33. 33. Lifeless Copy? Jump-start it with metaphor!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  34. 34. Crime wave = “beast” vs. “virus” Different actions@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  35. 35. Use metaphors to change minds!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  36. 36. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  37. 37. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  38. 38. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  39. 39. Tell Stories@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  40. 40. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  41. 41. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  42. 42. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  43. 43. Use a story to engage the reader’s brain.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  44. 44. Testimonials@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  45. 45. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  46. 46. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  47. 47. Use story testimonials for maximum impact and memorability.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  48. 48. Adjectives@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  49. 49. Adjectives = Evil? • Slow the reader? • Reduce impact of action words?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  50. 50. Adjectives = Evil? More adjectives ↓ Less social sharing -Dan Zarrella@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  51. 51. Adjectives = Good! Sales +27% w/adjectives -Brian Wansink@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  52. 52. • Traditional Cajun Red Beans w/Rice • Succulent Italian Seafood Filet • Tender Grilled Chicken • Homestyle Chicken Parmesan • Satin Chocolate • Grandma’s Zucchini Cookies@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  53. 53. • Vivid • Sensory • Emotional/Nostalgic • Specific • Branded@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  54. 54. rough Having a bad day? “Textural Metaphors”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  55. 55. “bad” “rough”@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  56. 56. sharp polished bright heavy smooth slimy fuzzy@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  57. 57. Use “sensory metaphor” words for maximum impact.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  58. 58. Use vivid, sensory, emotiona l adjectives to engage the brain.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  59. 59. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  60. 60. The Doppelganger Effect Brand Preference@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  61. 61. Social Personalization@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  62. 62. The Doppelganger Effect @rogerdooley @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC#AFD12 #Brainfluence
  63. 63. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  64. 64. St. Bonaventure University http://www.becomingextraordinary.net/@rogerdooley #brainfluence (Courtesy: Hobsons) Copyright 2013, Dooley Direct LLC
  65. 65. WunderlandMovies.de@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  66. 66. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  67. 67. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  68. 68. Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  69. 69. Untapped opportunity: Put your customer in the ad. @rogerdooley @rogerdooley #brainfluence#AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC
  70. 70. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  71. 71. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  72. 72. @rogerdooley #brainfluence CopyrightSource:DooleyBreeze LLC 2013, James Direct
  73. 73. @rogerdooley #brainfluence CopyrightSource:DooleyBreeze LLC 2013, James Direct
  74. 74. Use baby images to attract and focus attention.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  75. 75. Rudeness & Revenge@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  76. 76. What canceled rudeness effect? @rogerdooley @rogerdooley #brainfluenceAFD12 #Brainfluence Copyright 2013, Dooley Direct LLC
  77. 77. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  78. 78. Apologies really DO work. Apologize!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  79. 79. When you don’t apologize…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  80. 80. Major airline vi Via Brian Solis@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  81. 81. Selling to Guys?@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  82. 82. Impatient & Short Term Emphasis -Margo Wilson and Martin Daly@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  83. 83. Attractive Photo = -4% Loan Interest Rate Marianne Bertrand et al, 2005@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  84. 84. TestSource: IonInteractive@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  85. 85. Source: IonInteractive@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  86. 86. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  87. 87. Scarcity@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC Photo via Doniv.org
  88. 88. Vs.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  89. 89. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  90. 90. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  91. 91. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  92. 92. Scarcity + Social Proof!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  93. 93. Creating Scarcity@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  94. 94. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  95. 95. Use SCARCITY to make your offer more attractive.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  96. 96. Scarcity on Steroids@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  97. 97. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  98. 98. FTW@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  99. 99. Amp up SCARCITY EFFECT by showing decreasing availability.@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  100. 100. “The most important word in the vocabulary of advertising is TEST.” -David Ogilvy@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  101. 101. If you remember just one thing from today…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  102. 102. Change is constant and accelerating…@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  103. 103. Communication Huge Change in 50 Years@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  104. 104. Media Huge Change in 50 Years@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  105. 105. Social Mobile! Media! Big Data!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  106. 106. Our Brains NO Change in 50,000 Years!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  107. 107. Work with your customer’s brain and how it is wired!@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
  108. 108. 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
  109. 109. Neuromarketing on the Web Roger Dooley rogerdooley.com rogerd@dooleydirect.com Twitter: @rogerdooley linkedin.com/in/dooley/@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

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