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Persuadir con neuromarketing
Roger Dooley gave a presentation on neuromarketing techniques at the 2012 Affiliate Day conference in Utrecht. He discussed how most traditional marketing fails to influence consumers on a subconscious level, where purchase decisions are actually made. Dooley then provided numerous examples from neuroscience research of techniques like scarcity, social proof, anchoring, personalization, and decoy marketing that can subtly influence consumer behavior and increase conversion rates. He emphasized the importance of testing different neuromarketing approaches to determine what works best for specific target audiences and products.
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Persuadir con neuromarketing
- 1. Persuade and Convert with Neuromarketing! AffiliateDay 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley
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- 3. “Half my advertisingis 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)
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- 15. Project Impact 2008 Research: “Storestoo cluttered” @rogerdooley #AFD12 #Brainfluence
- 16. Real Impact: -$1.85Billion @rogerdooley FD12 #Brainfluence Source: DailyArtifacts.com, Phil Terry
- 17. Project Impact 2010 Research: “Wantmore products” @rogerdooley #AFD12 #Brainfluence
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- 20. Iceberg: 88% Hidden Mind:95% Subconscious (Lakoff & Johnson) @rogerdooley #AFD12 #Brainflu
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- 23. Psychology & SocialScience Response Stimulus Brain Neuroscience
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- 25. Neuroscience •EEG •fMRI •MEG •Biometrics Behavioral Science •Behavior Studies •Eye Tracking •FacialCoding •Response Timing @rogerdooley #AFD12 #Brainfluence
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- 41. Use SCARCITY tomake your offer more attractive. # 64 @rogerdooley #AFD12 #Brainfluence
- 42. Scarcity on Steroids @rogerdooley #AFD12#Brainfluence
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- 45. Amp up SCARCITYEFFECT by showing decreasing availability. # 96 @rogerdooley #AFD12 #Brainfluence
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- 48. rogerdooley #AFD12 #Brainfluence Source:James Breeze
- 49. rogerdooley #AFD12 #Brainfluence Source:James Breeze
- 50. Use baby imagesto attract and focus attention. 30 # @rogerdooley #AFD12 #Brainfluence
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- 56. Use FREE offers insteadof very cheap ones. # 64 @rogerdooley #AFD12 #Brainfluence
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- 59. Irrelevant Anchors Social Security # EstimatedPrice 00-19 20-39 40-59 60-79 80-99 $16 $27 $29 $35 $56 @rogerdooley #AFD12 #Brainfluence Researcher: Ariely
- 60. Photos via NASCAR,NFL Value? @rogerdooley #AFD12 #Brainfluence
- 61. Even irrelevant numbers cancreate price anchors - avoid low values. # 96 @rogerdooley #AFD12 #Brainfluence
- 62. Socializing? @rogerdooley #AFD12 #Brainfluence image credit:jessicaswanson.com
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- 64. Ultimatum Game Results @rogerdooley #AFD12#Brainfluence
- 65. Effect of SocialConversation @rogerdooley #AFD12 #Brainfluence
- 66. To increase conversion, socializefirst. 40 # @rogerdooley #AFD12 #Brainfluence
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- 68. What canceled rudeness effect? @rogerdooley #AFD12#Brainfluence
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- 70. Apologies really DOwork. Apologize! 86 # @rogerdooley #AFD12 #Brainfluence
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- 72. What small changedid this? • • • • • @rogerdooley #AFD12 #Brainfluence Fair Price – Up 7% Caring – Up 11% Fair Treatment – Up 20% Quality – Up 30% Competency – Up 33%
- 73. “You can trustus to do the job for you.” # 38 @rogerdooley #AFD12 #Brainfluence
- 74. Personalizaton Dear Roger, I’ve gota deal… @rogerdooley #AFD12 #Brainfluence
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- 76. The Doppelganger Effect @rogerdooley #AFD12#Brainfluence
- 77. @rogerdooley #AFD12 #Brainfluence St. BonaventureUniversity http://www.becomingextraordinary.net/ (Courtesy: Hobsons)
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- 79. Playboy: http://youtu.be/isjPpbmnaYo Amazing use ofFacebook data: http://www.takethislollipop.com/
- 80. Untapped opportunity: Put yourcustomer in the ad. @rogerdooley #AFD12 #Brainfluence
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- 82. Impatient Short Term Emphasis -Margo Wilsonand Martin Daly @rogerdooley #AFD12 #Brainfluence
- 83. Attractive Photo = -4% Interest Rate MarianneBertrand et al, 2005 @rogerdooley #AFD12 #Brainfluence
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- 87. Convert more guyswith “mating triggers.” # 31 @rogerdooley #AFD12 #Brainfluence
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- 89. Subscription Offer A $59– Internet Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
- 90. Subscription Offer A $59– Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
- 91. Subscription Offer B $59– Internet Only $125 – Print Only $125 – Internet & Print @rogerdooley #AFD12 #Brainfluence From Predictably Irrational by Dan Ariely
- 92. 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
- 93. Add a lessattractive offer to boost sales of a similar offer. 8 # @rogerdooley #AFD12 #Brainfluence
- 94. More Decoy Marketing @rogerdooley #AFD12#Brainfluence
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- 97. Add a moreexpensive product to boost sales of a lower priced one. 9 # @rogerdooley #AFD12 #Brainfluence
- 98. Simple Fonts Convince @rogerdooley #AFD12#Brainfluence
- 99. Simple Fonts Convince @rogerdooley #AFD12#Brainfluence
- 100. Simple Fonts Convince @rogerdooley #AFD12#Brainfluence
- 101. Use simple fontsto minimize perceived effort. # 26 @rogerdooley #AFD12 #Brainfluence
- 102. “The most importantword in the vocabulary of advertising is TEST.” -David Ogilvy @rogerdooley #AFD12 #Brainfluence
- 103. Persuade and Convert with Neuromarketing AffiliateDay 2012 Utrecht - May 31, 2012 Roger Dooley Dooley Direct, LLC NeuroscienceMarketing.com RogerDooley.com rogerd@dooleydirect.com @rogerdooley