Attention is your new battle ground - how do you get and keep the attention of your prospects? Learn how prospects actually make decisions, and discover how your marketing is failing your prospects. You’ll get insight into how the brain really works, why some of your marketing is missing the mark completely, and you’ll leave with a set of questions and tools you can use to make sure you're always getting the kind of attention you're looking for.

1. KEYNOTE
Kenda Macdonald
CHIEF EXECUTIVE OFFICER,
AUTOMATION NINJAS
LONDON, UK ~ SEPTEMBER 5 - 6, 2018
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONUK.CO.UK | #DigiMarConUK
Hack the Buyer Brain:
How Decision Science
Is Ruining Your Marketing

2. Hello!
I am Kenda Macdonald
@AutomatioNinjas

3. ×I studied dead people
×I like cats a lot
×My computer is my safe place
×I have a problem with learning (I can’t stop)
×Zombie movies are the best movies – don’t argue
×Judge Dredd is my hero
×I hate mornings
×Heavy metal makes it possible for me to talk to people
×Tea makes it possible for me to somewhat enjoy those people
×I am South African – from Cape Town – hence the weird accent (and the aggressiveness)
×I am obsessed with Automated Experience Design, Behavioural Psychology and Behavioural Economics
×Infusionsoft and I have a special bond
×I am an expert – 16 500 hours literally. This is my life.
×Highland cows are the best

4. Marketing Automation
+
Buyer Psychology

5. 1.
How Has
Behaviour
Changed?
Like really?

6. The Lady on the
Train

7. "Second screening is
ingrained to such a degree
that all screens are now
equal, there’s no hierarchy,
only fragmentation of
attention – actually switch-
screening is a much more
accurate term.” Tim
Elkington, IAB

8. The Giant that is Google

9. “I use a search engine very
often to guide, advise, or
inform a personal decision
(big or small). I use search
this way to find the most
accurate information quickly.
When I search, I expect
results to be personalized
and/or relevant to me.”
Deborah H.
51

10. 70%

11. The Zero Moment of
Truth

12. The Internet has
changed what we
do and how we do it

13. 2.
Saturation and
Mega
Consumption

14. What are you doing to
get attention?

15. What do you do when
you want to make a
purchase?

16. The internet is full

17. The Internet is
noisy

18. 3.
Your Marketing
is being ruined

19. Buying cycles have
changed

20. Content is now vital to
any purchase

21. A customer journey is
a must have

22. Customer Lifetime
Value is where it’s at

23. You need to keep
attention

24. 4.
What’s in a
purchase
decision?

25. What does a
consumer most rely on
when it comes to
making a decision?

26. System 1
× Fast
× Automatic
× Autopilot
× 11 Million Bits p/s
× Rules/ Mental Shortcuts
System 2
× Slow
× Manual
× Pilot
× 40 Bits p/s
× Intensive - effortful

27. System 1 System 2

28. System 1 will make
mistakes

29. Focus on System 2
In the moment

30. What do you do when
you need the answer
to something?

31. What do you do when
you see an ad?

32. What was the last
banner ad you saw?

33. We know what to pay
attention to

34. And what not to

35. Brains are working
against you

36. 4.
The Answer to
Life The
Universe and
Everything
(It’s not 42)
36

37. Your problems:

38. Attention

39. ZMOT Control

40. Buyer Cycle

41. How you solve them:

42. Customer Journey

43. Understand how and
when you need to
show up

44. Automate it -
Behaviourally

45. Hack the brain for
attention

46. 5.
What To Do
Now
46

47. Life Cycle Marketing

51. Resources:
Worksheet
Assessment
/DMC-18

53. “Understand behaviour, how
your customers are thinking,
anticipate their needs, and
validate with data”

54. Thank you!
www.automationninjas.com
ninja@automationninjas.com
@AutomatioNinjas
automationninjas.com/DMC-18