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Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
Persuasion eats advertising for breakfast - #Marcom14
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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 …

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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  • 1. PERSUASIONEATS ADVERTISINGFOR BREAKFASTexplorationofthefutureofadvertising
  • 2. THESALESFUNNELISDEAD Digitalisarevolutioninchoiceandbuyingbehavior,notinmedia Thatepic McKinsey slide
  • 3. TAKE-AWAYOFTHISPRESENTATION: ! Thevalueanagencyrepresentsisnotcreativityorcreativecommunications,buttheknow- howofinfluencingchoiceandbuyingbehavior.Thereforeagenciesneedtoworkwithallthe ingredientsofthebusinessmodel:thewayaproductfeels,thewaywefuelconsumer excitementandWord-of-Mouthandthewayweimprovetheconversionpathingeneral.Oneof themostinterestingquestionstodayforagencieswillbecome:canweberelevantinthe absenceofamediabudget?
  • 4. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved CREATIVECOMMUNICATION VERSUS BEHAVIORALDESIGN
  • 5. BJFOGGBEHAVIORALDESIGNMODEL Persuasionisputtingahottriggeronthepathofhighlymotivated
  • 6. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved WEASADVERTISINGINDUSTRY TENDTOOVEREVALUATETHE ROLEOFMOTIVATIONIN CHANGINGANDINFLUENCING BEHAVIOR
  • 7. ABILITY ThetrulydisruptivepowerofAmazonis note-commerceassuch, butwindowshoppingandsame-daydelivery
  • 8. BEHAVIORALDESIGNFORDAILYLIFE Triggerbehavior,takeawaybarriersormakebehaviormoredifficult
  • 9. BEHAVIORALDESIGNFORDAILYLIFE Triggerbehavior,takeawaybarriersormakebehaviormoredifficult
  • 10. SUE’SOWN LINGERIEIMPERIUMFailingforward,thehardway Abilityturnedouttobethekilleridea
  • 11. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved IT’SNOTABOUTBIGIDEAS, IT’SABOUTSMALLIDEAS. SWEATTHESMALLSTUFFRORYSUTHERLAND
  • 12. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking
  • 13. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking
  • 14. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking
  • 15. LITTLEBIGDETAILS Designforexcitementandforsharing
  • 16. GETMANIACALABOUTPERSUASIONDESIGN Peoplecanonlyunderstandrelativevalue,notabsolute. Anchoringisprobablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)
  • 17. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved BUSINESSIDEASFROMTHE LEASTEXPECTEDANGLESAND PLAYERSWILLDISRUPTYOUR BUSINESSFASTERTHAN ADVERTISINGCANSAVEITREIINAMOTO,AKQA
  • 18. DISRUPTIVESTART-UPSAREHIGHLYPERSUASIVE ThereasonAirBnBsucceededwasbecausetheyhadbetterdesignedaround barriersandboostersandsolvedtheproblemmoreelegantly
  • 19. BUILDSMARTSERVICESINTHEPRODUCT Persuasivetechnologies
  • 20. BEHAVIORISTHENEWBRANDING andfiltersarethenewbrandbuilding
  • 21. DISRUPTINGTHEINTERNETOFWITHTHINGS VS Link Themakermovementistoproductionwhat bloggingwastothepublishingindustry
  • 22. VS Link
  • 23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL, NOTTECHNOLOGICAL” RorySutherland,TedxAmsterdam
  • 24. BUSINESSMODELS FORTHENETWORKEDWORLD www.Paybacksweater.com BaconSprinkelsonKickstarter Conversationisdesignedintotheproduct
  • 25. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved DESIGNFORCONVERSIONIS INCREDIBLYSEXY WESHOULDBEOBSESSED WITHSMARTIDEASINSTEADOF ORIGINALIDEAS(GOAHEADANDTWEETTHIS)
  • 26. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoffers.Everyoneisdoomedto playthisgame
  • 27. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoffers.Everyoneisdoomedto playthisgame
  • 28. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoffers.Everyoneisdoomedto playthisgame
  • 29. IT’SNOTTHEWEBSITE,IT’STHEOBJECT 90%ofallshoppingishappeningoutsidethewebsite.
  • 30. TACTICSISTHENEWCREATIVE
  • 31. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved THREEAREAS YOUNEEDTO MASTERTODAYCONCLUSION
  • 32. 1.BEHAVIORALDESIGN Behavioraleconomics,persuasiondesign,…
  • 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. Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel “What differentiates digital thinking CMOs from their analog colleagues 
 is aggressive experimentation” sue.am/18VGURy 3.LEANSTART-UP
  • 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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