Neuromarketing b2b online video survey sneak preview


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DutchmarQ & NeuroSpire conducted a b2b neuromarketing survey, Spring and Summer 2013. 11 videos from 3 IT companies (Exact, SDL Tridion, HubSpot) were rated using EEG-equipment on two proven neuromarketing criteria; attention and emotion. Detail findings are to be published by Van Duuren Media in this book as of November 2013.

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Neuromarketing b2b online video survey sneak preview

  1. 1. in collaboration with Brainy Videos The world’s first Neuromarketing Study in B2B Online Video Sneak Preview, 2013
  2. 2. In collaboration with Contents  Background  What is neuromarketing?  Why B2B online video  Neuromarketing examples  Academic background – Measuring attention & emotion  Results (sneak preview)  Further details & publication  Contact
  3. 3. In collaboration with Background  In the Summer of 2013 DutchmarQ & NeuroSpire conducted a B2B neuromarketing survey  Neuromarketing being a relative young discipline brings new promises to marketing and salesteams both in eg concepting, innovation and pretesting of relevant content  Pretesting content holds the promise of way more effective and efficient production and distribution of content – Imagine knowing upfront what version (A/B/C) of a logo, whitepaper, landing page or video would work best with the intended target audience. – Just think of the savings possible when one is able to predict future response and click- thru  11 videos of three IT companies (Exact, SDL Tridion, HubSpot) were tested, using a sample of 23 professionals, male, right-handed and aged 30 to 50.  An interesting set of insights was gathered, and conclusions drawn  The survey’s results are meant as a next step in neuromarketing, and a starting point for ongoing dialogue and further research in this promising field that can help marketing and sales directors to achieve better conversion rates, with less waste in the commercial processs, building more sustained commercial growth,
  4. 4. In collaboration with What is neuromarketing?  Neuromarketing is a relatively new discipline, combining neuroscience & marketing  Neuroscientists state that 95%+ of all our decisions are made subconsciously (yet we currently often do not know our preferences)  The amount of waste in marketing is significant – The largest part of all communications fails to convert (95% of new products, 98% of mail offers, 98% of direct emails. 20% of ad campaigns have no brand impact) – Inbound marketing better leverages own & earned media. Conversion rates can further improve with better insights in what makes us tick  Examples of neuromarketing include surveys based on eg fMRI, EEG, eye-tracking, facial coding – Neuromarketing premise is to further improve the business value marketing brings, boosting ROI and further enabling closed loop reporting – Storyboards can be tested, neuromarketing can be applied to early designs/copies
  5. 5. In collaboration with What is neuromarketing? (cont)
  6. 6. In collaboration with Neuromarketing examples  fMRI: Functional Magnetic Resonance Imaging – Highly expensive – Spatial accuracy high, time accuracy needs to be improved  Eye-tracking – Eye movement is monitored and ‘weighted’ – Usability of eg website & conversion of landing pages  EEG: Electroencephalography – brainwave measurement – More affordable – Highly precise in terms of timely resolution/accuracy – Ideal for assessing eg online video’s impact
  7. 7. In collaboration with Why B2B online video B2B online video was earmarked as key marketingcomms to assess as part of this survey due to:  Video being strongly tied to emotions and ill-understood  Value and penetration of video is rapidly increasing in B2B too  Video is visual and lends itself to a deeper dive into what elements (broken down in milliseconds) make what difference
  8. 8. In collaboration with Academic background DutchmarQ & NeuroSpire use EEG technology to measure emotional engagement and attention activation. The NeuroSpire metrics are based on 40+ years of neuroscience research into the neural correlates of emotion and attention. emotional engagement metric based on research on depression, happiness, and neurofeedback -based regulation of emotion attention activation metric based on research on ADHD, visual processing, and cross-modal sensory discrimination.
  9. 9. In collaboration with Attentional activation NeuroSpire analyzes alpha wave desynchronization in the occipital cortex in order to measure and track respondents’ activation of attention. A high degree of desynchronization of the alpha band (drop in relative alpha power) in the occipital region correlates with amplified attentional activation, while synchronization is associated with boredom and a lack of attention. Increases in attentional activation are strongly correlated with recall, cognitive processing, and learning. *
  10. 10. In collaboration with Emotional engagement NeuroSpire analyzes left-right alpha asymmetry in the pre-frontal cortex to measure and track changes in subjects’ emotional reactions. Greater relative activity in the left frontal region strongly correlates with approachful motivations, including liking, wanting, motivating to action, purchase intent, and willingness-to-pay. Greater relative activity in the right frontal region correlates with withdrawal motivations, such as disliking, disgust, and avoidance behavior.*
  11. 11. In collaboration with Results (sneak preview)  The detailed EEG analysis showed the HubSpot cartoon video to score better than the HubSpot office video on the ‘Attention’ criterion.  This can be largely attributed to the way in which the actual message was conveyed.  The cartoon video also successfully manages to achieve the intended emotion. The emotion graph is negative exactly where the ‘pain’ needs to be felt when using traditional marketing methods in dealing with the many challenges that the marketer currently faces. When the actual solution is shown a clear positive emotion becomes visible.
  12. 12. In collaboration with HubSpot Cartoon 0 20 40 60 80 100 120 0 20 40 60 80 100 120 seconds Attention Emotion
  13. 13. In collaboration with ‘Pain/Gain’ pays off  The most effective videos succeed in first of all getting attention for a problem or issue that the viewer can relate to. Only then can a possible solution be effectively presented.  In other videos that apply this ‘pain/gain’ principle a similar effect is shown on attention (good) and emotion (firstly neutral at best, then positive).  This effect can be seen in an SDL Tridion video that features a lady behind a PC grabbing her head, with this voice-over ‘do you think managing websites should be easy?’. The solution then presented to the audience - ‘designed (…) with users like you, for users like you’ – gives a strong attentional impulse to the viewer.
  14. 14. In collaboration with Further details and publication  All conclusions and further EEG charts will become available as of mid November 2013  The neurosurvey in B2B online video will be part of the (e-)book Br@inbound Marketing (1st edition, in Dutch), on the joint power of inbound marketing and customer psychology in b2b digital marketing and sales
  15. 15. in collaboration with @phasselsmonning / @dutchmarq +31 34 34 209 31 P.O. Box 26 3940 AA Doorn | The Netherlands Sitiopark 13 3941 PP Doorn | The Netherlands Contact