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Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
Persuadir con neuromarketing
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Persuadir con neuromarketing

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Persuadir y convertir en cliente utilizando el neuromarketing

Persuadir y convertir en cliente utilizando el neuromarketing

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  • 1. Persuade and Convert with Neuromarketing! Affiliate Day 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
  • 2. Most Marketing Fails. @rogerdooley #AFD12 #Brainfluence
  • 3. “Half my advertising is wasted… “…if only I knew which half!” @rogerdooley #AFD12 #Brainfluence
  • 4. Wanamaker guessed TOO LOW! @rogerdooley #AFD12 #Brainfluence
  • 5. 95% of New Products @rogerdooley #AFD12 #Brainfluence
  • 6. 95% of New Products (Acupoll) @rogerdooley #AFD12 #Brainfluence
  • 7. 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence
  • 8. 98% of Direct Mail @rogerdooley #AFD12 #Brainfluence (DMA)
  • 9. 98% of Emails @rogerdooley #AFD12 #Brainfluence
  • 10. 98% of Emails (DMA) @rogerdooley #AFD12 #Brainfluence
  • 11. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 12. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 13. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 14. 20% of Ad Campaigns @rogerdooley #AFD12 #Brainfluence
  • 15. Project Impact 2008 Research: “Stores too cluttered” @rogerdooley #AFD12 #Brainfluence
  • 16. Real Impact: -$1.85 Billion @rogerdooley FD12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
  • 17. Project Impact 2010 Research: “Want more products” @rogerdooley #AFD12 #Brainfluence
  • 18. Most Marketing Fails. @rogerdooley #AFD12 #Brainfluence
  • 19. Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson) @rogerdooley #AFD12 #Brainflu
  • 20. @rogerdooley #AFD12 #Brainfluence
  • 21. Neuromarketing @rogerdooley #AFD12 #Brainfluence @rogerdooley
  • 22. Psychology & Social Science Response Stimulus Brain Neuroscience
  • 23. @rogerdooley #convcon http://sandsresearch.com/
  • 24. Neuroscience •EEG •fMRI •MEG •Biometrics Behavioral Science •Behavior Studies •Eye Tracking •Facial Coding •Response Timing @rogerdooley #AFD12 #Brainfluence
  • 25. Neuroscience Research Techniques to Increase Conversion
  • 26. @rogerdooley #AFD12 #Brainfluence
  • 27. Neuro-Nudges @rogerdooley #AFD12 #Brainfluence
  • 28. Your offer + neuro-nudge(s) = @rogerdooley #AFD12 #Brainfluence
  • 29. @rogerdooley #AFD12 #Brainfluence
  • 30. Scarcity Photo via Doniv.org
  • 31. Vs. @rogerdooley #AFD12 #Brainfluence
  • 32. @rogerdooley #AFD12 #Brainfluence
  • 33. @rogerdooley #AFD12 #Brainfluence
  • 34. Scarcity + Social Proof! @rogerdooley #AFD12 #Brainfluence
  • 35. Creating Scarcity @rogerdooley #AFD12 #Brainfluence
  • 36. @rogerdooley #AFD12 #Brainfluence
  • 37. @rogerdooley #AFD12 #Brainfluence
  • 38. Use SCARCITY to make your offer more attractive. # 64 @rogerdooley #AFD12 #Brainfluence
  • 39. Scarcity on Steroids @rogerdooley #AFD12 #Brainfluence
  • 40. FTW @rogerdooley #AFD12 #Brainfluence
  • 41. Amp up SCARCITY EFFECT by showing decreasing availability. # 96 @rogerdooley #AFD12 #Brainfluence
  • 42. @rogerdooley #AFD12 #Brainfluence
  • 43. @rogerdooley #AFD12 #Brainfluence
  • 44. rogerdooley #AFD12 #Brainfluence Source: James Breeze
  • 45. rogerdooley #AFD12 #Brainfluence Source: James Breeze
  • 46. Use baby images to attract and focus attention. 30 # @rogerdooley #AFD12 #Brainfluence
  • 47. @rogerdooley #AFD12 #Brainfluence
  • 48. @rogerdooley #AFD12 #Brainfluence Kantar Media
  • 49. 77% Free Shipping @rogerdooley #AFD12 #Brainfluence 56% Free Returns Kantar Media
  • 50. VS. @rogerdooley #AFD12 #Brainfluence
  • 51. vs. 20¢ @rogerdooley #AFD12 #Brainfluence
  • 52. Use FREE offers instead of very cheap ones. # 64 @rogerdooley #AFD12 #Brainfluence
  • 53. Anchors @rogerdooley #AFD12 #Brainfluence
  • 54. @rogerdooley #AFD12 #Brainfluence
  • 55. Irrelevant Anchors Social Security # Estimated Price 00-19 20-39 40-59 60-79 80-99 $16 $27 $29 $35 $56 @rogerdooley #AFD12 #Brainfluence Researcher: Ariely
  • 56. Photos via NASCAR, NFL Value? @rogerdooley #AFD12 #Brainfluence
  • 57. Even irrelevant numbers can create price anchors - avoid low values. # 96 @rogerdooley #AFD12 #Brainfluence
  • 58. Socializing? @rogerdooley #AFD12 #Brainfluence image credit: jessicaswanson.com
  • 59. The Ultimatum Game @rogerdooley #AFD12 #Brainfluence
  • 60. Ultimatum Game Results @rogerdooley #AFD12 #Brainfluence
  • 61. Effect of Social Conversation @rogerdooley #AFD12 #Brainfluence
  • 62. To increase conversion, socialize first. 40 # @rogerdooley #AFD12 #Brainfluence
  • 63. Rude Interruption Justifies Bad Behavior @rogerdooley #AFD12 #Brainfluence
  • 64. What canceled rudeness effect? @rogerdooley #AFD12 #Brainfluence
  • 65. @rogerdooley #AFD12 #Brainfluence
  • 66. Apologies really DO work. Apologize! 86 # @rogerdooley #AFD12 #Brainfluence
  • 67. @rogerdooley #AFD12 #Brainfluence
  • 68. What small change did this? • • • • • @rogerdooley #AFD12 #Brainfluence Fair Price – Up 7% Caring – Up 11% Fair Treatment – Up 20% Quality – Up 30% Competency – Up 33%
  • 69. “You can trust us to do the job for you.” # 38 @rogerdooley #AFD12 #Brainfluence
  • 70. Personalizaton Dear Roger, I’ve got a deal… @rogerdooley #AFD12 #Brainfluence
  • 71. Social Personalization @rogerdooley #AFD12 #Brainfluence
  • 72. The Doppelganger Effect @rogerdooley #AFD12 #Brainfluence
  • 73. @rogerdooley #AFD12 #Brainfluence St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  • 74. St. Bonaventure University http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
  • 75. Playboy: http://youtu.be/isjPpbmnaYo Amazing use of Facebook data: http://www.takethislollipop.com/
  • 76. Untapped opportunity: Put your customer in the ad. @rogerdooley #AFD12 #Brainfluence
  • 77. Selling to Guys? @rogerdooley #AFD12 #Brainfluence
  • 78. Impatient Short Term Emphasis -Margo Wilson and Martin Daly @rogerdooley #AFD12 #Brainfluence
  • 79. Attractive Photo = -4% Interest Rate Marianne Bertrand et al, 2005 @rogerdooley #AFD12 #Brainfluence
  • 80. Test Source: Ion Interactive
  • 81. +95% Source: Ion Interactive +35%
  • 82. @rogerdooley #AFD12 #Brainfluence
  • 83. Convert more guys with “mating triggers.” # 31 @rogerdooley #AFD12 #Brainfluence
  • 84. Decoy Marketing @rogerdooley #AFD12 #Brainfluence
  • 85. Subscription Offer A $59 – Internet Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • 86. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • 87. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • 88. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
  • 89. Add a less attractive offer to boost sales of a similar offer. 8 # @rogerdooley #AFD12 #Brainfluence
  • 90. More Decoy Marketing @rogerdooley #AFD12 #Brainfluence
  • 91. @rogerdooley #AFD12 #Brainfluence
  • 92. @rogerdooley @rogerdooley #AFD12 #Brainfluence
  • 93. Add a more expensive product to boost sales of a lower priced one. 9 # @rogerdooley #AFD12 #Brainfluence
  • 94. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  • 95. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  • 96. Simple Fonts Convince @rogerdooley #AFD12 #Brainfluence
  • 97. Use simple fonts to minimize perceived effort. # 26 @rogerdooley #AFD12 #Brainfluence
  • 98. “The most important word in the vocabulary of advertising is TEST.” -David Ogilvy @rogerdooley #AFD12 #Brainfluence
  • 99. Persuade and Convert with Neuromarketing Affiliate Day 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley

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