Persuasion eats advertising for breakfast - #Marcom14

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Presentation on how thinking on persuasion design is the way to think about the future of the advertising. The value an agency represents is not creativity or creative communications, but the know-how of influencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and Word-of-Mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we be relevant in the absence of a media budget?

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Persuasion eats advertising for breakfast - #Marcom14

  1. 1. PERSUASIONEATS ADVERTISINGFOR BREAKFASTexplorationofthefutureofadvertising
  2. 2. THESALESFUNNELISDEAD Digitalisarevolutioninchoiceandbuyingbehavior,notinmedia Thatepic McKinsey slide
  3. 3. TAKE-AWAYOFTHISPRESENTATION: ! Thevalueanagencyrepresentsisnotcreativityorcreativecommunications,buttheknow- howofinfluencingchoiceandbuyingbehavior.Thereforeagenciesneedtoworkwithallthe ingredientsofthebusinessmodel:thewayaproductfeels,thewaywefuelconsumer excitementandWord-of-Mouthandthewayweimprovetheconversionpathingeneral.Oneof themostinterestingquestionstodayforagencieswillbecome:canweberelevantinthe absenceofamediabudget?
  4. 4. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved CREATIVECOMMUNICATION VERSUS BEHAVIORALDESIGN
  5. 5. BJFOGGBEHAVIORALDESIGNMODEL Persuasionisputtingahottriggeronthepathofhighlymotivated
  6. 6. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved WEASADVERTISINGINDUSTRY TENDTOOVEREVALUATETHE ROLEOFMOTIVATIONIN CHANGINGANDINFLUENCING BEHAVIOR
  7. 7. ABILITY ThetrulydisruptivepowerofAmazonis note-commerceassuch, butwindowshoppingandsame-daydelivery
  8. 8. BEHAVIORALDESIGNFORDAILYLIFE Triggerbehavior,takeawaybarriersormakebehaviormoredifficult
  9. 9. BEHAVIORALDESIGNFORDAILYLIFE Triggerbehavior,takeawaybarriersormakebehaviormoredifficult
  10. 10. SUE’SOWN LINGERIEIMPERIUMFailingforward,thehardway Abilityturnedouttobethekilleridea
  11. 11. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved IT’SNOTABOUTBIGIDEAS, IT’SABOUTSMALLIDEAS. SWEATTHESMALLSTUFFRORYSUTHERLAND
  12. 12. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking
  13. 13. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking
  14. 14. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking
  15. 15. LITTLEBIGDETAILS Designforexcitementandforsharing
  16. 16. GETMANIACALABOUTPERSUASIONDESIGN Peoplecanonlyunderstandrelativevalue,notabsolute. Anchoringisprobablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)
  17. 17. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved BUSINESSIDEASFROMTHE LEASTEXPECTEDANGLESAND PLAYERSWILLDISRUPTYOUR BUSINESSFASTERTHAN ADVERTISINGCANSAVEITREIINAMOTO,AKQA
  18. 18. DISRUPTIVESTART-UPSAREHIGHLYPERSUASIVE ThereasonAirBnBsucceededwasbecausetheyhadbetterdesignedaround barriersandboostersandsolvedtheproblemmoreelegantly
  19. 19. BUILDSMARTSERVICESINTHEPRODUCT Persuasivetechnologies
  20. 20. BEHAVIORISTHENEWBRANDING andfiltersarethenewbrandbuilding
  21. 21. DISRUPTINGTHEINTERNETOFWITHTHINGS VS Link Themakermovementistoproductionwhat bloggingwastothepublishingindustry
  22. 22. VS Link
  23. 23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL, NOTTECHNOLOGICAL” RorySutherland,TedxAmsterdam
  24. 24. BUSINESSMODELS FORTHENETWORKEDWORLD www.Paybacksweater.com BaconSprinkelsonKickstarter Conversationisdesignedintotheproduct
  25. 25. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved DESIGNFORCONVERSIONIS INCREDIBLYSEXY WESHOULDBEOBSESSED WITHSMARTIDEASINSTEADOF ORIGINALIDEAS(GOAHEADANDTWEETTHIS)
  26. 26. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoffers.Everyoneisdoomedto playthisgame
  27. 27. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoffers.Everyoneisdoomedto playthisgame
  28. 28. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoffers.Everyoneisdoomedto playthisgame
  29. 29. IT’SNOTTHEWEBSITE,IT’STHEOBJECT 90%ofallshoppingishappeningoutsidethewebsite.
  30. 30. TACTICSISTHENEWCREATIVE
  31. 31. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved THREEAREAS YOUNEEDTO MASTERTODAYCONCLUSION
  32. 32. 1.BEHAVIORALDESIGN Behavioraleconomics,persuasiondesign,…
  33. 33. http://codingconduct.cc/Don-t-Play-Games-With-Me http://www.slideshare.net/dings/pawned-gamification-and-its-discontents http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch) When a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero. 2.GAMEDESIGN Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning interestingchoices(SebastianDeterding)
  34. 34. Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel “What differentiates digital thinking CMOs from their analog colleagues 
 is aggressive experimentation” sue.am/18VGURy 3.LEANSTART-UP
  35. 35. FounderandCreativeDirectorofSUEAmsterdam Agencyforsmartcampaigning ! Itweet @ IspokeatTEDX:http://sue.am/tom_at_tedx Myslitomdebruyne Youcanmailme:tom@sueamsterdam.com Orgooldschoolonme:+31655360771desharesarehere:http://sue.am/ tdb_slides Ico-foundedthelingeriewebshopwww.Salondesir.com IwritecolumnsforTijdschrijftvoorMarketing ! ThesecretsofpersuasionandotherinterestingstuffinSUE’sbi-weekly„a mailnamedSUE”.Subscribeatwww.sueamsterdam.com ! TOMDEBRUYNE

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