Neuromarketing<br />It’s All in Your Head<br />
Marketing Techniques Used Now<br />
Marketing Techniques Used Now<br />
Marketing Techniques Used Now<br />
Marketing Techniques Used Now<br />
Marketing Techniques Used Now<br />
Buying Decisions are Multi Factorial<br />A <br />B<br />
Buying Decisions are Multi Factorial<br />A <br />B<br />
Buying Decisions are Multi Factorial<br />A <br />B<br />
The Monkey Business Illusion<br />
The Role Of Expectations<br /><ul><li>Decision making is not entirely based on sensory input
Otherwise marketing would not exist
Consumer purchases occur in the real world, marketing analyses do not
Tunnel vision</li></li></ul><li>Two Reasons to Use Neuromarketing<br />1.) More efficient Cost-Benefit Trade-off<br />2.) ...
How Neuromarketing Works (the scientific explanation)<br /><ul><li>Pupilometer
Measures Pupil Dilation
Eye Tracking
I think this is self explanatory
GSR (Galvanic Skin Response)
Electrical conductance of the skin (aka sweat)
SST (Steady State Topography)
Brain waves (more or less) (fast)
fMRI (functional Magnetic Resonance Imaging)
Oxygenated Blood (slow)
MEG (Magneto-EncephaloGraphy)
Oxygenated Blood (fast)</li></li></ul><li>
How Neuromarketing Works (the translated explanation)<br />Stimulus <br />Thought<br />Revised Marketing Campaigns<br />In...
Classic Example<br />V.<br />http://newtech.aurum3.com/environment/coke-will-turn-green/<br />http://newtech.aurum3.com/en...
How to Use Neuromarketing<br />http://duke.edu/~dandan/Papers/neuromarketing.pdf<br />
Experienced Utility and Pricing<br /><ul><li>Real time decisions take into account perceived benefit and price
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NeboWeb Neuromarketing Presentation

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NeboWeb Neuromarketing Presentation

  1. 1.
  2. 2. Neuromarketing<br />It’s All in Your Head<br />
  3. 3. Marketing Techniques Used Now<br />
  4. 4. Marketing Techniques Used Now<br />
  5. 5. Marketing Techniques Used Now<br />
  6. 6. Marketing Techniques Used Now<br />
  7. 7. Marketing Techniques Used Now<br />
  8. 8. Buying Decisions are Multi Factorial<br />A <br />B<br />
  9. 9. Buying Decisions are Multi Factorial<br />A <br />B<br />
  10. 10. Buying Decisions are Multi Factorial<br />A <br />B<br />
  11. 11. The Monkey Business Illusion<br />
  12. 12. The Role Of Expectations<br /><ul><li>Decision making is not entirely based on sensory input
  13. 13. Otherwise marketing would not exist
  14. 14. Consumer purchases occur in the real world, marketing analyses do not
  15. 15. Tunnel vision</li></li></ul><li>Two Reasons to Use Neuromarketing<br />1.) More efficient Cost-Benefit Trade-off<br />2.) Accurate expression of previously hidden preferences<br />
  16. 16. How Neuromarketing Works (the scientific explanation)<br /><ul><li>Pupilometer
  17. 17. Measures Pupil Dilation
  18. 18. Eye Tracking
  19. 19. I think this is self explanatory
  20. 20. GSR (Galvanic Skin Response)
  21. 21. Electrical conductance of the skin (aka sweat)
  22. 22. SST (Steady State Topography)
  23. 23. Brain waves (more or less) (fast)
  24. 24. fMRI (functional Magnetic Resonance Imaging)
  25. 25. Oxygenated Blood (slow)
  26. 26. MEG (Magneto-EncephaloGraphy)
  27. 27. Oxygenated Blood (fast)</li></li></ul><li>
  28. 28. How Neuromarketing Works (the translated explanation)<br />Stimulus <br />Thought<br />Revised Marketing Campaigns<br />Interpretation<br />
  29. 29. Classic Example<br />V.<br />http://newtech.aurum3.com/environment/coke-will-turn-green/<br />http://newtech.aurum3.com/environment/coke-will-turn-green/<br />http://israelgr.files.wordpress.com/2009/09/neuromarketing1.jpg?w=290&h=250<br />
  30. 30. How to Use Neuromarketing<br />http://duke.edu/~dandan/Papers/neuromarketing.pdf<br />
  31. 31. Experienced Utility and Pricing<br /><ul><li>Real time decisions take into account perceived benefit and price
  32. 32. Traditional marketing surveys do not
  33. 33. Experienced utility changes throughout the buying cycle
  34. 34. Neuromarketing can operate throughout the cycle, and provide information during the entire process</li></li></ul><li>Funny<br />Cats<br />Cats are Funny<br />Funny<br />Funny<br />Funny<br />Funny<br />Cats<br />Funny<br />Cats<br />Cats<br />Funny<br />Cats<br />Funny<br />
  35. 35. Priming<br /><ul><li>Understanding the penetration of your brand message
  36. 36. Exposure to “cat” related stimuli is now more likely to be processed quickly due to the existing neural pathways
  37. 37. Neuromarketing can measure the speed with which concepts and messages are passed along, and therefore how effective brand penetration is</li></li></ul><li>Companies Using Neuromarketing Now<br />PepsiCo for Frito-Lay<br />1.) Guilty center (anterior cingulate cortex) key indicator of buying potential<br /><ul><li>Seen any shiny bags lately?</li></ul>2.) TV Ad testing<br />Focus groups didn’t want to seem mean spirited, but EEG tests suggested they actually like the ad<br /><ul><li>White clothes + bag of Cheetos = marketing gold</li></li></ul><li>Companies Using Neuromarketing Now<br />Daimler Chrysler<br /><ul><li>Sports cars = “rewards center”
  38. 38. Also lit up facial recognition areas
  39. 39. Headlights like eyes?</li></li></ul><li>Companies Using Neuromarketing Now<br />Arnold Warner for Jack Daniels<br /><ul><li>Emotional power of different images for 25-34 yr old males
  40. 40. Results determined 2007 marketing campaign</li></li></ul><li>Stumbling Blocks (Culture/Brand)<br />
  41. 41. Stumbling Blocks (Expense)<br /><ul><li>Thus far, only affordable to big, big budgets
  42. 42. MRI scanning machines: ~$2,000,000
  43. 43. Cost of software + design + training = unknown but a lot</li></li></ul><li>Stumbling Blocks (Old School)<br /><ul><li>NIMBY
  44. 44. As with any innovation, people are slow to adapt methods that are not 100% proven</li></li></ul><li>Ethics<br /><ul><li>Unknown amount of information will be available to marketers
  45. 45. Voluntarily given, but products/campaigns will be catered to certain segment of population based on findings
  46. 46. Create small groups (luxury, demographic based)
  47. 47. Will neuromarketing be managed ethically, or will information be misappropriated?
  48. 48. Lack of regulation</li></li></ul><li>Different Applications<br /><ul><li>Entertainment: Movies
  49. 49. Design: US!
  50. 50. Political Candidates: Electoral campaigns
  51. 51. Product Packaging
  52. 52. Product distribution
  53. 53. Architecture: Rent prices</li></li></ul><li>Possible Future<br /><ul><li>May become mainstream IF it becomes cheaper (due to effectiveness) and faster
  54. 54. UNLIKELY
  55. 55. Hidden information: Consumer preference about a wide range of information and processes
  56. 56. THIS IS WHAT NEUROMARKETING IS GOOD FOR</li></li></ul><li>Questions????<br />

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