![Fight 1: Google vs. Apple
Clash of the Titans
Jobs: “Donʼt be evil [the corporate mantra of Google] is a load of crap”
Gundotra: “If Google didnʼt act, we faced a draconian future. A future where
one man, one company, one device, one carrier would be our only
choice. Thatʼs a future we do not want. If you believe in openness,
choice, and innovation, then welcome to Android.”](https://image.slidesharecdn.com/neboweb-interactive-marketing-trends-101011102731-phpapp02/85/NeboWeb-Interactive-Marketing-Trends-50-320.jpg)
NeboWeb Interactive Marketing Trends
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- 3. • Neuromarketing • Social Media • Google TV • Mobile Marketing • Personalized Search
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- 5. Neuromarketing ItʼsAll in Your Head
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- 10. Buying Decisions areMulti Factorial B A E A B D C ? F H
- 11. The Role OfExpectations • 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
- 12. Two Reasons toUse Neuromarketing 1.) More efficient Cost-Benefit Trade-off 2.) Accurate expression of previously hidden preferences
- 13. How Neuromarketing Works • Pupilometer (the scientific explanation) • 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)
- 15. How Neuromarketing Works (the translated explanation ) Stimulus Thought Revised Marketing Campaigns Interpretation
- 16. Classic Example V. http:// http:// newtech.aurum3. newtech.aurum3. com/ com/ environment/ environment/ coke-will-turn- coke-will-turn- green/ green/ http://israelgr.files.wordpress.com/2009/09/neuromarketing1.jpg?w=290&h=250
- 17. How to UseNeuromarketing http://duke.edu/~dandan/Papers/neuromarketing.pdf
- 18. Experienced Utility andPricing • Real time decisions take into account perceived benefit and price • Traditional marketing surveys do not • Experienced utility changes throughout the buying cycle • Neuromarketing can operate throughout the cycle, and provide information during the entire process
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- 20. Priming • Understanding the penetration of your brand message • Exposure to “cat” related stimuli is now more likely to be processed quickly due to the existing neural pathways • Neuromarketing can measure the speed with which concepts and messages are passed along, and therefore how effective brand penetration is
- 21. Companies Using NeuromarketingNow PepsiCo for Frito-Lay 1.) Guilty center (anterior cingulate cortex) key indicator of buying potential • Seen any shiny bags lately? 2.) TV Ad testing • Focus groups didn’t want to seem mean spirited, but EEG tests suggested they actually like the ad • White clothes + bag of Cheetos = marketing gold
- 22. Companies Using NeuromarketingNow • Daimler Chrysler • Sports cars = “rewards center” • Also lit up facial recognition areas • Headlights like eyes?
- 23. Companies Using NeuromarketingNow • Arnold Warner for Jack Daniels • Emotional power of different images for 25-34 yr old males • Results determined 2007 marketing campaign
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- 25. Stumbling Blocks (Expense) • Thus far, only affordable to big, big budgets • MRI scanning machines: ~$2,000,000 • Cost of software + design + training = unknown but a lot
- 26. Stumbling Blocks (OldSchool) • NIMBY (Not In My BackYard) • As with any innovation, people are slow to adapt methods that are not 100% proven
- 27. Ethics • Unknown amount of information will be available to marketers • Voluntarily given, but products/campaigns will be catered to certain segment of population based on findings • Create small groups (luxury, demographic based) • Will neuromarketing be managed ethically, or will information be misappropriated? • Lack of regulation
- 28. Different Applications • Entertainment: Movies • Design: Websites • Political Candidates: Electoral campaigns • Product Packaging • Product distribution • Architecture: Rent prices
- 29. Possible Future • May become mainstream IF it becomes cheaper (due to effectiveness) and faster UNLIKELY • Hidden information: Consumer preference about a wide range of information and processes THIS IS WHAT NEUROMARKETING IS GOOD FOR
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- 31. Youʼve probably heard SOCIAL MEDIA is BIG.
- 32. Every second: • A new user joins LinkedIn • 20 minutes of video are uploaded to YouTube • 60 tweets are published to Twitter
- 33. If Facebook werea country, it would be the third largest in the world. * An open letter from Mark Zuckerberg
- 34. People now spendmore time using social media than e-mail. Nielsen Global Online Media Landscape Report 2009
- 35. Social media ismore than just hype.
- 36. 68% of newmedia users feel better served when they can have a conversation with your brand. 2009 Cone Consumer New Media Study
- 37. Passports Embassies Home Base Passports are profiles and Embassies are your This is where your true identities on social outposts on the social fans gather. It could be as networks and social media web. Here, you fully simple as a blog or as platforms. Regardless of engage in conversations. complex as a full fledged whether you expect to Your interactions in social network. This will interact on a particular embassies will be split become your most platform, you should have between actively engaging valuable permission asset. your passport in place so people and gently nudging you can engage quickly. them towards your home base. Build a social media framework and define goals.
- 38. A listening stationis a social media Establish listening stations. site or tool that you use to monitor your customerʼs conversations about your brand, competitors, and industry. A listening station informs you how your audience is using social media.
- 39. Engage your customersand spark conversations.
- 40. Measure the growth,emotions, and actions of your audience.
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- 43. What, When, Where,What the.. New TV or Separate Box Hardware or Software New Platform All your old friends Chrome Android Flash 10.1
- 44. TV = Advertising$$$ • Ads can cost from about $90 to over $2,000,000 • Variety of lengths • 3 hours of advertisement per 10 hours of television http://socialmediaseo.net/wp-content/uploads/2010/03/google-tv-ads-logo.gif
- 45. Demographics Program Keywords Placement Times Networks How to Target
- 46. So Whatʼs theCatch?
- 47. 1.)Competition Telstra'sT box: $299 Wii: Unknown Fetch TV: iiNet: 9.95/month + $399 purchase TiVo: $699 PlayTV: $169.95 Foxtel by Xbox LIVE: Unknown Also Kinect Boxxee: $199 Apple TV: $99
- 48. 2.) Old News Apple, despite brand loyalty for their products, failed New release for Round 2 Notice prominent logo placement
- 49. Is Google TooSure of Itself? Google has said Google TV will be fully integrated and internet capable. Is this true? Letʼs consider the facts
- 50. Fight 1: Googlevs. Apple Clash of the Titans Jobs: “Donʼt be evil [the corporate mantra of Google] is a load of crap” Gundotra: “If Google didnʼt act, we faced a draconian future. A future where one man, one company, one device, one carrier would be our only choice. Thatʼs a future we do not want. If you believe in openness, choice, and innovation, then welcome to Android.”
- 51. Fight 2: Googlevs. Facebook Actions Speak Louder than Words AdWords vs. Facebook Ads Bing vs. Google search offered Facebook seems to be partnering with Apple
- 52. Fight 3: Googlevs. Everybody Conform or Disappear • Must optimize for Google TV • Possible Ramifications • Google TV Rankings? • Penalties across platforms? • Optimizing for new SE? • Suggests further consolidation of Googleʼs Power • Android can beam information, what about other devices • Google TV will run Google Apps, what about other ones?
- 53. ITʼS Not AboutTV ABOUT Not About Advertising Dollars GOOGLE About a Monopoly on Mobile DOMINATION About Consolidating Power
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- 55. Put down youriPhone and ask yourself… Is this the tipping point for mobile search?
- 56. Why is nowthe tipping point? Itʼs 1.) Usability 2.) Apps 3.) Shop Comparison 4.) Social Media
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- 59. Apps… Thereʼs an app(or 10,000) for that
- 60. Shop Comparison… 3 The most bang for your buck…
- 61. Social Media Whatʼs yourstatus?
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- 63. Smartphone revolution Mobile Searchis the only search http://www.textually.org/picturephoning/archives/cat_how_people_and_businesses_are_using_cameraphones.htm
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- 65. Personalized Search Search made for you by you
- 66. Recognition Signed In + Web History Signed In Everyone
- 67. Recognition • 180 days of search activity linked to an anonymous cookie in your browser • Display ads tailored to you • Google freely admits they pool all information from all sources about you • Gmail • Search History • PPC History
- 68. How? IP address Emails Emails sent Chats received Sites Search Text from you’ve History emails visited
- 69. Search Difference “Hurricanes” “Carolina Hurricanes” “Worst Hurricane disasters”
- 70. Searching Trends • People are Evolving to search Smarter • Google Instant
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