The Surprising Science Behind Great Digital Marketing - Daniel Bennett, Ogilvy Consulting UK
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For over one hundred years psychologists and practitioners have been working together to better understand why we do what we do. Join us as we explore how that science has been put into use over the last decade for big brands. Find out why doing digital marketing through the lens of a psychologist has driven big impact for brands in surprising ways; including a simple addition of a button that sold a million flights using 'the endowment effect'.
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The Surprising Science Behind Great Digital Marketing - Daniel Bennett, Ogilvy Consulting UK
- 1. KEYNOTE LONDON, UNITED KINGDOM ~ SEPTEMBER 1 - 2, 2022 DIGIMARCONUK.CO.UK | #DigiMarConUK Daniel Bennett CONSULTING PARTNER & UK LEAD, BEHAVIOURAL SCIENCECONSULTING PARTNER & UK LEAD, BEHAVIOURAL SCIENCE OGILVY CONSULTING UK The Surprising Science Behind Great Digital Marketing
- 2. HOW GOOD ARE WE AT PEOPLE? Sept 2022
- 4. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 5. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 6. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 7. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 8. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 9. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com How familiar are you?
- 11. OGILVY People don't think what they feel, they don't say what they think, and they don't do what they say. David Ogilvy
- 12. OGILVY CONSULTING 1 2 WE SELL OR ELSE
- 13. OGILVY Belief Bias Status Quo Bias Ikea Effect Barnum Effect 3rd person effect Moral Luck Halo Effect Placebo Effect Prejudice Modality Effect Empathy Gap Humor Effect Negativity Bias Money Illusion Expectation Bias Observer Effect Anecdotal Fallacy Hot-Hand Fallacy Stereotyping Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 14. 1 4 Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 15. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 17. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 18. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10% Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 19. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10% Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 20. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10% Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 21. Judges: Danziger, S., Levav, J., & Avnaim-Pesso, L. (2011). Extraneous factors in judicial decisions. Proceedings of the National Academy of Sciences, 108(17), 6889-6892. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 22. Judges: Danziger, S., Levav, J., & Avnaim-Pesso, L. (2011). Extraneous factors in judicial decisions. Proceedings of the National Academy of Sciences, 108(17), 6889-6892. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 23. Judges: Danziger, S., Levav, J., & Avnaim-Pesso, L. (2011). Extraneous factors in judicial decisions. Proceedings of the National Academy of Sciences, 108(17), 6889-6892. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 24. Dilip Soman, The Last Mile PRIMING Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 25. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 26. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 27. WHY BEHAVIOURAL SCIENCE Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 28. OGILVY 28 QUIZ!
- 29. Which square is darker? The A square or the B square? Question 1.
- 30. Question 2. Finished files are the result of years of scientific study combined with the experience of years… How many F’s?
- 31. Look at these words….. Table Legs Wood Sitting Arm Couch Stool Cushion Rocking Seat Question 3.
- 32. How many can you remember? Question 3.
- 35. Which square is darker? The A square or the B square? Question 1.
- 36. Question 1.
- 37. Question 1.
- 38. Question 1.
- 39. Question 1.
- 40. Question 1.
- 41. The same effect
- 42. Question 2. How many F’s? 6 Finished files are the result of years of scientific study combined with the experience of years…
- 43. Question 2. How many F’s? 6 Finished files are the result of years of scientific study combined with the experience of years…
- 44. How many words did you remember? Question 3.
- 45. Look at these words….. Table Legs Wood Sitting Arm Couch Stool Cushion Rocking Seat Jou, J., & Flores, S. (2013). How are false memories distinguishable from true memories in the Deese–Roediger–McDermott paradigm? A review of the findings. Psychological research, 77(6), 671-686. Chair Question 3.
- 47. System 1 System 2 Automatic Reflective Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 48. System 1 System 2 Automatic Reflective Fast Uncontrolled Effortless Emotional Unconscious Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 49. System 1 System 2 Automatic Reflective Fast Uncontrolled Effortless Emotional Unconscious Slow Controlled Effortful Deductive Self-aware Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 50. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 52. OGILVY 52 PERSUASIVE LEVERS Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 53. “How do you create a £500,000 ?” Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 54. OGILVY WHICH WON? COGNITIVE EASE Signal it’s an appeal LABOUR ILLUSION Hand delivered stamp SALIENCE Draw attention to gift aid AFFORDANCE CUES Portrait orientation SCARCITY Drive urgency COSTLY SIGNALLING Thicker paper 90gsm -> 150gsm On the back of the envelope Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 55. 90gsm -> 150gsm £0.34 £0.38 £0.39 £0.39 £0.40 £0.28 £0.18 £- £0.05 £0.10 £0.15 £0.20 £0.25 £0.30 £0.35 £0.40 £0.45 Control Appeal Hand Delivered Stamp Thicker Paper Portrait Oreintation Urgency Salient Gift Aid + 13% + 10% + 17% + 14% Amount raised from GA envelopes per envelope distributed THE RESULTS Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 56. OGILVY Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com ⬆⬆ 56 Affordance Cues Portrait Orientation = 17%
- 57. “How do you make an more appealing?” Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 58. OGILVY WHICH WON? VALUE PAY-OFF Signalling a downside CONTROL Statement LOSS AVERSION Highlighting the loss SOCIAL NORMS Signalling others satisfaction RECIPROCATION Meet in the middle ANCHORING Per person Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com You asked for free chips, so we met you halfway with our chips for $1 Our chips for $1. Pick- up only. Our chips for $1 - They won’t stick around forever… Our chips for $1 - maximum of 4 per peeps Everyone is enjoying our chips for $1. Are you? Our chips for $1…
- 59. OGILVY Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com ⬆⬆ 59 Anchoring Per Person = 37% Our chips for $1 - maximum of 4 per peeps
- 60. “How do you make a more effective?” Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 61. OGILVY WHICH WON? DEFAULTS By the checkout SOCIAL NORMS Signal Popularity of Product EFFORT REWARD Increase the effort to trade-in SCARCITY Drive urgency of low stock Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 62. OGILVY Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com ⬆⬆ 62 Effort Reward Increase effort = 122%
- 63. “How do you make a more effective?” Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 64. OGILVY WHICH WON? SOCIAL NORMS Signal its popularity CONCRETENESS Glassware imagery CHUNKING Shaded box MESSENGER EFFECT Message via Messenger AUTHORITY BIAS Highlight Credible Awards NUDGE MIXOLOGY Combination Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com
- 65. OGILVY Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com ⬆⬆ 65 Nudge Mixology Combination = 146%
- 66. 66 “How do we help people monitor children's health?”
- 68. 68 “How do we get people to wash their hands?”
- 69. OGILVY 69
- 71. 71 “How do we get kids to wash their hands before eating?”
- 73. 73 “How do we get people to be cautious?”
- 74. OGILVY
- 75. OGILVY
- 76. OGILVY
- 77. A DECADEOFAPPLIEDBEHAVIOURALSCIENCE LEADERSHIP 2 x Atticus Award Winner THE ANNUAL EVENT PODCASTS&ARTICLES CASESTUDIES
- 78. Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com 78 BOOKS & REPORTS
- 79. SCAN FOR CONTACT DETAILS 79 Dan Bennett | Head of Behavioural Science at Ogilvy Consulting | daniel.bennett@ogilvy.com