The 2nd and 3rd marketing revolutions darwinian revolution and neuroscientist age bt20120606_slide_share3

« The Quaternary Marketing »
The 2nd and the 3rd Marketing Revolutions:
Darwinian Revolution and Neuroscientist Age !

Paris, 29th may 2012 Bruno TEBOUL

The author: Bruno Teboul

Corporate Digital Marketing Director
(The european leader in ICT)

Master of Epistemology
(1993 - University of Paris 12)

Post Graduate Diploma in Cognitive Neurosciences
(1994 - Ecole Polytechnique)

Executive MBA
(2003 - HEC/UCLA)

PhD student in Marketing & Management Science
(2012 University Paris-Dauphine)

Bruno Teboul

The 2nd marketing revolution:
the Darwinian Revolution !

Bruno Teboul


We believe that the Darwinian revolution imposed
by the digital and scientific break with the advent
of NBIC's, is primarily concerned with the species
most resistant to change and before the onslaught
of digital yet have no other choice but to adapt or
die …

Bruno Teboul

But this species should stand strong and should be
resigned to engage in the digital universe in order to
adapt: this endangered species is the last survivor of
traditional marketing, they are the marketing
directors who have not yet realized that their market
shares melt under the lights of ubiquitous commerce
(web, mobile ...) and that their purpose is
inevitable…

Bruno Teboul

Geoffrey Miller, a psychologist in evolution at the University of
New Mexico, believes that evolution is really beginning to
accelerate. He explained that the phenomenon is due to the
fact that the possibility to choose partners is increasingly
large in our society.

Traits such as intelligence or social success will be decisive in
these choices, because they are evidence of the ability to
feed and raise any offspring. It is also a reason why society is
more complex in a technological perspective as the
preference of any individual tends to lean on the
characteristics demonstrating an ability to adapt to this
complex environment.

The environment is getting more complex and intelligence is
an asset for social success and therefore also an asset for
success with potential partners. Darwin therefore thought that
the evolution of human intelligence would lead to more of it.
Bruno Teboul


It further considers that the techniques of artificial selection
will act as a multiplier for the transmission of traits favored in
our societies.

Indeed, the choice is no longer limited to the partner, but also
directly to the "characteristics" of embryos, which can only
favor the transmission of “favorite” characters.

“It is not the strongest of the species that survives, nor the
most intelligent that survives. It is the one that is the most
adaptable to change.” said Charles Darwin…

Bruno Teboul

The darwinian revolution…

« The Darwinian Paradox »:

The huge development of digital world leads to a DNA
Revolution Marketing !

For the first time, the virtual and the artificial
accelerate natural selection.

Complexity and darwinian approaches versus
Homeostatis Theory !

Bruno Teboul

The darwinian revolution…

Brian Solis

We believe that digital Darwinism, introduced by Brian Solis,
has the effect to propel humans to adapt to change. Indeed,
digital Darwinism is consistent with the idea and the concept
of technologic singularity extending the social and
philosophical implications of digital Darwinism: the singularity
is an idea, attributed to John Von Neumann, a brilliant
American scientist from the 1950s, who originated early work
in Artificial Intelligence.

The concept of technological singularity presupposes that
there is an "accelerated fast track" in technology and
humanity, if we represent a curve by this progress, it
approaches a kind of vertical tangent. As we move this
technology, thanks to NBIC's, technological progress will be
so important that it will lead to a kind of explosion of
intelligence with consequences almost impossible to imagine.

Bruno Teboul

The 3rd marketing revolution:
Neuroscientist Age…

Bruno Teboul


Read Montague

Bruno Teboul


In a study made by the group of Read Montague published in 2004 in Neuron,
67 people had their brains scanned while being given the “Pepsi Challenge", a
blind taste test of Coca-Cola and Pepsi. The results demonstrated that Pepsi
should have half the market share, but in reality consumers are buying Coke for
reasons related less to their taste preferences and more to their experience with
the Coke brand.
Bruno Teboul


Patrick Renvoisé in 2004 hypothesized that the
behavior of a consumer is regulated by three floors in
the brain, the brain reptilian being the seat of our
decisions (as consumers).

Patrick Renvoisé spent 10 years in international sales
of large computer systems. Exploiting his expertise in
computer engineering, his expertise in business and
his passion to explain the science of sales and
marketing Frap he developed the first model of
neuromarketing.

Patrick Renvoisé created SalesBrain, the only
company offering research, coaching, and training in
neuromarketing. In 2004, SalesBrain was nominated
to receive the award "The next big thing in marketing"
by the American Marketing Association.

Bruno Teboul


In 2009 it was the turn of Martin Lindstrom to “throw
a cat among the pigeons” in traditional marketing
by publishing a famous book “buy.ology”, a world
referenced in marketing and based on the largest
neuromarketing study conducted United States.

Philip Kotler himself bows and pays tribute to
Lindstrom on the afterward of "buy.ology": "Full of
Intriguing stories on how the brain, brands, and
emotions drive consumer choice.

Martin Lindstrom's brilliant blending of marketing
and neuroscience supplies us with a deeper
understanding of the dynamic, Largely unconscious
forces, That shape our decision-making. One
reading of this book and look at You Will consumer
and producer behavior in year entirely new light. "

Bruno Teboul


This quote from Kotler sounds a bit like the epitaph of
traditional marketing which is the eminent
representative! Indeed Kotler considers the consumer as
an agent endowed with reason and conscience, able to
make rational choices that he understands and explains.

In Kotler’s book, there is nothing we know on the
advances of neuroscience, as there is no true mention of
it.

Neuromarketing is also fighting another way of
traditional marketing: the means of speech and language
situations in consumer tests. For example: we now know
that our arguments are not always rational, neither are
our discourses, so verbalization is always a possible
bias in interpreting the results of a customer survey, or
focus groups based on the declarative.
Bruno Teboul

Neuropsychologic Age…

The Phineas Gage case
study:

Gage's case, therefore, had
Antonio Damasio confirmed that damage to
the prefrontal cortex could
result in personality
changes while leaving other
neurological functions
intact.

Today, the role of the frontal
cortex in social cognition
and executive function is
Bruno Teboul relatively well established…


Roger Dooley

« …Or even most semi-aware humans, that people
often make decisions based more on emotion than on
rational processing of information.

Oddly, for decades economists ignored this apparent
truth… In recent years, neuroscience has entered the
fray, with researchers in the new field of
neuroeconomics attempting to use the tools of
neuroscience to get to the root of human decision-
making » (Roger Dooley, 2012).
Bruno Teboul

When the neurobiology proves the work of
experimental psychology...

The theories and experiments of Kahneman on
heuristics in judgment and decision processes in
humans, highlight the bias and the framing effects
that will be demonstrated empirically through
nuclear medicine. In this case the use of fMRI in
2006, which will be published in Science.

We owe this discovery to the team Benetto di
Martino (Institute of Behavioural Neuroscience,
Department of Psychology, University College
London) who showed us that the frame has such a
pervasive impact on complex decision-making that
it supports an emerging role for the amygdala in
decision-making !
Bruno Teboul

Frames, Biases, and Rational Decision-Making in the Human
Brain, SCIENCE, 4 August 2006.
Benedetto De Martino, Dharshan Kumaran, Ben Seymour, and
Raymond J. Dolan

« Human choices are remarkably susceptible to the manner in
which options are presented. This so-called “framing effect”
represents a striking violation of standard economic accounts
of human rationality, although its underlying neurobiology is not
understood. We found that the framing effect was specifically
associated with amygdala activity, suggesting a key role for an
emotional system in mediating decision biases. Moreover,
across individuals, orbital and medial prefrontal cortex activity
predicted a reduced susceptibility to the framing effect. This
finding highlights the importance of incorporating emotional
processes within models of human choice and suggests how
the brain may modulate the effect of these biasing influences to
approximate rationality ». Bruno Teboul

Frames, Biases, and Rational Decision-Making in the
Human Brain, SCIENCE, 4 August 2006.
Benedetto De Martino, Dharshan Kumaran, Ben Seymour,
and Raymond J. Dolan

« A central tenet of rational decision-making is
logical consistency across decisions, regardless of
the manner in which available choices are presented.
However, the proposition that human decisions are
“description-invariant” is challenged by a wealth of
empirical data. Kahneman and Tversky originally
described this deviation from rational decision-
making, which they termed the “framing effect,” as a
key aspect of prospect theory »… In our study,
activation of the amygdala was driven by the
combination of a subject’s decision and the frame in
which it took place, rather than by the valence of the
frame per se».
Bruno Teboul


Between 2004 and 2009 the Search Engine
Marketing (SEM) has captured the most important
share of marketing budgets and this development
was considered inevitable, until the display (Ads)
itself be converted to performance. And this is the
inverse movement to what we have witnessed in
the last three years, and that we will continue to
witness until 2015: the display (Ads) is growing
faster than the search (SEM).
Thus, in the U.S. market between 2011 and 2012,
the Display increased 24.5% ($ 12.3 billion), against
19.8% for Search ($ 14.38 billion). The French
market is experiencing a similar trend: 14% for the
Display and 11% for the search.
Bruno Teboul


« BIG ADS »: Big Ad Campaigns !


« BIG ADS » !
We have reached a advertising saturation these
last two years, due to its height and its unfortunate
climax: during which media agencies have
advocated strongly for their clients to use cross-
media plans to increase the effectiveness of
advertising, exposure, repetition and thus
strengthen brand equity !

Meanwhile, we are exposed to two million TV ads
in our lives. It's like watching 8 hours of
advertisements per day, every week for 6 years.
We can not remember everything ! So to survive
the BIG ADS phenomenon, we must make
selections. And we now know that the reptilian Bruno Teboul


« BIG ADS » !
This flood of insane multi-media advertising can be
defined as a recent phenomenon known as BIG
ADS formed on the expression BIG DATA but
applied to marketing and advertising.

This symptom again serves advertising agencies
and major advertisers: ill-advised large groups
continue to apply the « proterian recipe » of
investing massively with a discourse of superiority
to impose their reputation by creating a disaster
that can be name: communicative tsunami: BIG
ADS.
Bruno Teboul


« BIG ADS » !
Companies must understand now that the interests of
advertising agencies conflict with the strategy to increase
advertising effectiveness, to build and run a « love
brand »:

It will take more than 10 years to convince advertisers
and media agencies to invest in the Internet, the best,
most effective, frugal, and profitable media strategy (as
effective as TV in UK to date).

10 years again to redirect media plans by introducing a
balance between mass media and digital media
(including mobile).
Bruno Teboul


« BIG ADS » !

How long will it take to understand that it is not the power
of a mass media marketing plan that counts but the
design of the tagline, the claim, the customer gain, the
value proposition, in order to address a right message to
the brain of the consumers: their emotions, their
subconscious, their reptilian brain are more sensitive to
images than they are to words or texts...

This failure of marketing and advertising produces a
double boomerang effect on brand image and marketing
...

Bruno Teboul

A new study published in Psychological Science brings us
closer to that point: scientists using a UCLA fMRI facility
analyzed anti-smoking ads by recording subject brain
activity. They also asked subjects about the commercials
and whether the ads were likely to change their behavior.
The researchers found that activity in one specific area of
the brain predicted the effectiveness of the ads in the larger
population, while the self-reports didn’t.
fMRI Predicts Ad Campaign Performance:

Bruno Teboul


The methodology involved in comparing brain activity in
subjects who viewed ads from three campaigns to actual
performance of the campaigns in increasing call volumes.
The researchers focused on a subregion of the medial
prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes. They found that the ad
campaign which created the greatest activity in the MPFC
region generated significantly more calls to a stop-smoking
hotline. Bruno Teboul

Bragging about Yourself on Social Networking Sites Can Be
as Rewarding as Sex and Eating

Posting views on Facebook and other social media sites delivers to the brain
a powerful reward similar to the pleasure derived from food and sex, a
Harvard study has concluded. The study, led by two neuroscientists and
published this week, concluded that "self-disclosure" produces a response
in the region of the brain associated with dopamine, a chemical associated
with pleasure or the anticipation of a reward. The researchers said that
most people devote 30 to 40 percent of their speech to "informing others
of their own subjective experiences" but that on social media, this is closer
to 80 percent. They conclude "that humans so willingly self-disclose
because doing so represents an event with intrinsic value, in the same way
as with primary rewards such as food and sex. » Although Facebook was
not specifically cited in the study, it focused on the brain response of
people's "opportunities to communicate their thoughts and feelings to
others. »

Bragging about Yourself on Social Networking Sites Can Be
as Rewarding as Sex and Eating

"To the extent that humans are motivated to propagate the
products of their minds, opportunities to disclose one's
thoughts should be experienced as a powerful form of
subjective reward," wrote Diana Tamir and Jason Mitchell of
Harvard's Social Cognitive and Affective Neuroscience Lab.
The research, published in the May 7 edition of the
Proceedings of the National Academy of Sciences, said that
the study supported the notion that humans, like some
other primates, would give up some rewards because of a
powerful brain response.
The study gave people a small cash reward for answering

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