The document discusses the future of advertising and focuses on three main areas: behavioral design, game design, and lean startup principles. It argues that agencies need to master influencing consumer behavior through small, persuasive design details rather than big ideas or creativity alone. Game design principles can be applied to more than just fun but to shape consumer choices. Experimentation and optimizing business models through iterative testing is also key. Behavioral economics and persuasion techniques will be increasingly important to consider. Disruptive startups often solve consumer problems more elegantly through better design of triggers and barriers.

1. PERSUASIONEATS
ADVERTISINGFOR
BREAKFASTexplorationofthefutureofadvertising

2. THESALESFUNNELISDEAD
Digitalisarevolutioninchoiceandbuyingbehavior,notinmedia
Thatepic
McKinsey
slide

3. TAKE-AWAYOFTHISPRESENTATION:
!
Thevalueanagencyrepresentsisnotcreativityorcreativecommunications,buttheknow-
howofinfluencingchoiceandbuyingbehavior.Thereforeagenciesneedtoworkwithallthe
ingredientsofthebusinessmodel:thewayaproductfeels,thewaywefuelconsumer
excitementandWord-of-Mouthandthewayweimprovetheconversionpathingeneral.Oneof
themostinterestingquestionstodayforagencieswillbecome:canweberelevantinthe
absenceofamediabudget?

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CREATIVECOMMUNICATION
VERSUS
BEHAVIORALDESIGN

5. BJFOGGBEHAVIORALDESIGNMODEL
Persuasionisputtingahottriggeronthepathofhighlymotivated

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WEASADVERTISINGINDUSTRY
TENDTOOVEREVALUATETHE
ROLEOFMOTIVATIONIN
CHANGINGANDINFLUENCING
BEHAVIOR

7. ABILITY
ThetrulydisruptivepowerofAmazonis note-commerceassuch,
butwindowshoppingandsame-daydelivery

8. BEHAVIORALDESIGNFORDAILYLIFE
Triggerbehavior,takeawaybarriersormakebehaviormoredifficult

9. BEHAVIORALDESIGNFORDAILYLIFE
Triggerbehavior,takeawaybarriersormakebehaviormoredifficult

10. SUE’SOWN
LINGERIEIMPERIUM
Failingforward,thehardway
Abilityturnedouttobethekilleridea

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IT’SNOTABOUTBIGIDEAS,
IT’SABOUTSMALLIDEAS.
SWEATTHESMALLSTUFFRORYSUTHERLAND

12. PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

13. PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

14. PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

15. LITTLEBIGDETAILS
Designforexcitementandforsharing

16. GETMANIACALABOUTPERSUASIONDESIGN
Peoplecanonlyunderstandrelativevalue,notabsolute.
Anchoringisprobablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)

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BUSINESSIDEASFROMTHE
LEASTEXPECTEDANGLESAND
PLAYERSWILLDISRUPTYOUR
BUSINESSFASTERTHAN
ADVERTISINGCANSAVEITREIINAMOTO,AKQA

18. DISRUPTIVESTART-UPSAREHIGHLYPERSUASIVE
ThereasonAirBnBsucceededwasbecausetheyhadbetterdesignedaround
barriersandboostersandsolvedtheproblemmoreelegantly

19. BUILDSMARTSERVICESINTHEPRODUCT
Persuasivetechnologies

20. BEHAVIORISTHENEWBRANDING
andfiltersarethenewbrandbuilding

21. DISRUPTINGTHEINTERNETOFWITHTHINGS
VS
Link
Themakermovementistoproductionwhat
bloggingwastothepublishingindustry

22. VS
Link

23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL,
NOTTECHNOLOGICAL”
RorySutherland,TedxAmsterdam

24. BUSINESSMODELS FORTHENETWORKEDWORLD
www.Paybacksweater.com BaconSprinkelsonKickstarter
Conversationisdesignedintotheproduct

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DESIGNFORCONVERSIONIS
INCREDIBLYSEXY
WESHOULDBEOBSESSED
WITHSMARTIDEASINSTEADOF
ORIGINALIDEAS(GOAHEADANDTWEETTHIS)

26. THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoffers.Everyoneisdoomedto
playthisgame

27. THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoffers.Everyoneisdoomedto
playthisgame

28. THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoffers.Everyoneisdoomedto
playthisgame

29. IT’SNOTTHEWEBSITE,IT’STHEOBJECT
90%ofallshoppingishappeningoutsidethewebsite.

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THREEAREAS
YOUNEEDTO
MASTERTODAYCONCLUSION

31. 1.BEHAVIORALDESIGN
Behavioraleconomics,persuasiondesign,…

32. http://codingconduct.cc/Don-t-Play-Games-With-Me
http://www.slideshare.net/dings/pawned-gamification-and-its-discontents
http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)
When a game designer looks at a music academy,
he sees a broken game design.
Compare that to Guitar Hero.
2.GAMEDESIGN
Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning
interestingchoices(SebastianDeterding)

33. Executingthestrategyandachievingfailure
versusexperimenting,optimizinganddiscoveringthebusinessmodel
“What differentiates digital thinking CMOs
from their analog colleagues
is aggressive experimentation”
sue.am/18VGURy
3.LEANSTART-UP

34. Co-FounderSUEAmsterdam
Agencyforsmartcampaigning
!
Itweet @tomdebruyne
IspokeatTEDX:http://sue.am/tom_at_tedx
Myslidesharesarehere:http://sue.am/tdb_slides
Youcanmailme:tom@sueamsterdam.com
Orgooldschoolonme:+31655360771
Ico-foundedthelingeriewebshopwww.Salondesir.com
IwritecolumnsforTijdschrijftvoorMarketing
!
ThesecretsofpersuasionandotherinterestingstuffinSUE’sbi-weekly„a
mailnamedSUE”.Subscribeatwww.sueamsterdam.com
!
TOMDEBRUYNE