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Stratégiste en neuromarketing et la publicité cognitive- http://btoone.com

Stratégiste en neuromarketing et la publicité cognitive- http://btoone.com

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Le Neuromarketing Montréal - BTOONE.COM Le Neuromarketing Montréal - BTOONE.COM Presentation Transcript

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  • The Next Evolution of Marketing THEY’RE FIGHTING BACK The control is in their hands
    • The new 1 to 1 marketing paradigm: The marketing with meaning
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  • Without trust, you don’t have much of a relationship with your customers. marketing that people choose to engage with. Marketing that improves people’s lives
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    • The hierarchy of meaning: The foundations of this model are:
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  • Audience vs. Generation
    • The socio-consumer sociological shopping Also called ALTER consumer , one with a desire to attribute a sociological meaning to the purchase. They are capable of psycho-analysing the tiniest details before any purchase. They seek products with ethical label and how they fit into their personal value system
    • The new socio-dynamic strategy
    • This strategy no longer measures the consumption of the brand, nor its subjective opinion, but the difference it makes in the consumer’s value-system The new brand ethic strategy not only limits your losses but also helps you avoid the pitfall
  • Connected with them?
    • What generation are your customers?
    • What language do they speak?
    • How do they behave?
    • What’s their value system?
    • What’s their techno-graphic characteristics?
    • How do you connect with them?
    • How do you engage them?
    • How do you win their hearts & minds?
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  • THE BRAND IMAGE Face-lift
  • The CORPORATE IDENTITY (logo)
  • Introducing THE BASS APPROACH ( Saul Bass 1920 -1996)
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    • Why does a company change its logo?
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  • VISUALIZE THESE LOGOS VISA SONY MICROSOFT FEDEX RONA
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    • Marketing and environmental stimuli enter the consumer’s consciousness [and/or subconsciousness].
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    • “ I know that half the money I spend on advertising is wasted, I just do not know which half.” John Wannamaker (1876)
    • The major motivational circuit of our actions is the quest for pleasure and satisfaction. Neuromarketing: psyho-analyzing our cerebral activity, understanding the results from the sphere of emotions, sensations and rational and translating them into ethical and valuable marketing guidelines.
    • NEUROMARKETING EMPHASIZES ON:
    • Psycho-graphic layer processing : consumers attitudinal and behavioral morphogenesis. It’s about the applied generational sciences and understanding the defining behavior in the new paradigm shift.
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    • THE RETINAL IMAGERY
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  • Take your brain to the gym
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  • This confirms that only at the primitive brain level will the buying act takes place, or not , So primitive, that he only reacts to the 6 stimuli :
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    • I FEEL . LET’S TEST THE EMOTIONAL COCKTAIL
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  • . contrast able
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    • . Tangibility
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    • Start but no finish
    • So, what was it you’re selling?
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    • . A PICTURE IS WORTH A BIGGER RETURN
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    • How’s the consumer’s emotion measured?
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    • THE L.T.M.
    • LONG TERM MEMORY
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    • Introducing The Artificial Intelligence Algorithm Technology (a cognitive task analysis) A robotic/scientific research and its physiological / Neurological relation to humans
    • A salient: [ neuroscientific term: relevance ] simulation of the human attention
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    • VISUAL POLLUTION Too much information kills the information
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    • The WEB
    • 56.6 M Websites: 7.7 BILLION Web pages worldwide. Fewer than 5,500 Websites pass THE PERFORMANCE METRIC TEST
  • CHAPTER 6 The Web site USABILITY FIRST: Don't decorate, communicate
    • Why doesn’t your website perform? If users can't find the sense and order they need, they soon grow exasperated and give up:
    • 1- The more elaborate the design, the greater the risk of confusion: Over-excitable, over-design layouts fail miserably
    • 2- Take into account the eye-tracking
    • 3- Know your audience (demog-psy-tech)
    • 4- Focus on design that draws attention to the message , not to itself: design that serves your Website visitors rather than dazzle them.
    • The audience can't give you money while they're rubbing their eyes or scratching their heads.
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  • WEB SITE AUDIT 1- Explorative study of the site performance 2- Respective client expectations. Web site audit’s 4 core elements:
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    • CHAPTER 7 THE USER Audience intelligence
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    • SO WHO’S ONLINE, WHAT ARE THEY DOING? Introducing the
    • TECHNO-GRAPHIC ANALYSIS
    • 67% of the adult population goes online, including 68% of men and 66% of women
    • 86% of women ages 18-29 are online, compared with 80% of men that age.
    • 34% of men 65 and older use the Internet, compared with 21% of women that age.
    • 62% of unmarried men compared with 56% of unmarried women go online
    • 75% of married women and 72% of married men go online
    • 61% of childless men compared with 57% of childless women go online
    • 81% of men with children and 80% of women with children go online.
    • 52% of men and 48% of women have high-speed connections at home
    • 94% of online women and 88% of online men use email
    • Understanding the
    • Generational science
    • Techno-graphic behaviour
    • So, Do you know who your techno-audience is
    • Do you know what they’re searching for?
    • The answer engines In the mind of the searcher, the Web sites that show up in the first half of the first page are the major players in that field therefore
    credible