The document discusses the integration of neuroscience with digital marketing strategies, emphasizing the influence of unconscious decision-making in consumer behavior. It highlights various approaches, including gamification and emotional engagement, to enhance brand attitudes and customer interactions. Key elements like user achievements, rewards, and clear goals are presented as common mechanics for successful digital marketing engagement.

1. Wiring your consumer’s brain
Steve Mann
CEO, AbleBrains
@stevemann

2. 2
©
2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon

3. 3
©
2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
ME
Father
of
triplets
+
3
Help
companies
build
and
scale
their
marke6ng
Partner
with
CxO’s
to
drive
digital
transforma6ons
Passionate
about
mashing
up
neuroscience
and
digital
marke6ng

4. 4
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
The
Ra6onal
Marke6ng
Cul-­‐de-­‐Sac
source: Yahoo News, 2013

5. 5
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Do
we
ask
the
right
ques6ons?
source: craps-tips.co.uk

6. 6
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
5%
95%
Conscious
v.
Unconscious
source: Pegasus Vertex

7. 7
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Three
interconnected
thought
processes
source: Steve Mann & Jon Georgopulos

8. 8
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Would
you
buy
anything
from
this
man?
source: CalTech

9. 9
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
source: Mattel
France
v.
Germany

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©
2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
What
drove
purchase
decisions?
The
conscious
or
non-­‐
conscious
mind?

11. 11
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Stockings
rated
on
texture,
weave,
feel,
sheen
&
weight,
NOT
scent

12. 12
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Source: Semel Institute, UCLA

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Digital
Marke6ng
reinforces
posi6ve
brand
aItudes

14. 14
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Neuro-­‐Digital
Marke6ng
source: Green Book

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Neuro-­‐Digital
marke6ng
in
ac6on
source: HD Wallpapers

16. 16
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Dopamine
=
Want
Endorphins
=
Like

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Dear
Steve,
So
this
all
sounds
good
in
theory
but
how
do
I
actually
get
these
emo9onal
and
ins9nctual
brains
engaged.
How
do
I
speak
to
them?
Signed,
Emo9onally
Numb
source: Burgess Art

19. 19
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Gamifica6on
s6mulates
the
Happiness
Machine
source: Ogilvy & Mather

20. 20
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
It’s
about
geMng
to
the
next
level
source: gameruniversity.com

21. 21
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Successful
digital
gamifica6on
creates
expecta6ons
of
something
that
is
not
just
rewarding
but…
source: ratefux.de

22. 22
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
The
go
to
Social
Network
for
the
SAP
eco-­‐system

23. 23
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Engagement
indicators
were
in
decline
source: wikia.com

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Mul6-­‐level
achievement
missions
source: Cinema Blend

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
source: Public Domain
It
takes
many
good
deeds
to
build
a
good
reputa8on,
and
only
one
bad
deed
to
lose
it.

26. 26
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Significant
Results

27. 27
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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
Common
Mechanics
for
Success
100
POINTS – measures
user achievement
MISSIONS – tasks
that are challenging yet
achievable
BADGES – reward
achievements visually
LEVELS/LEADERS –
progress thru levels & post
leaders
FEEDBACK – methods
for accelerated feedback
CLEAR GOALS – to
achieve and move on

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon

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2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
(t) @stevemann
(e) steve@ablebrains.com
or contact Deborah Harlow