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Wiring Your Consumer's Brain

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This presentation discusses the role of the non-conscious (emotion and instinct) in driving preference for products and brands. It discusses how digital marketing and neuroscience, properly leveraged can achieve incredible success for CMO's and their digital marketing teams.

Published in: Marketing
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Wiring Your Consumer's Brain

  1. 1. Wiring your consumer’s brain Steve Mann CEO, AbleBrains @stevemann
  2. 2. 2 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
  3. 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. 4 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon The  Ra6onal   Marke6ng     Cul-­‐de-­‐Sac   source: Yahoo News, 2013
  5. 5. 5 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Do  we  ask  the   right  ques6ons?   source: craps-tips.co.uk
  6. 6. 6 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon 5% 95% Conscious  v.     Unconscious   source: Pegasus Vertex
  7. 7. 7 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon         Three   interconnected   thought   processes   source: Steve Mann & Jon Georgopulos
  8. 8. 8 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon       Would  you   buy  anything   from  this   man?   source: CalTech
  9. 9. 9 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon source: Mattel       France   v.   Germany  
  10. 10. 10 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon     What  drove   purchase   decisions?     The  conscious   or  non-­‐ conscious   mind?  
  11. 11. 11 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Stockings  rated   on  texture,   weave,  feel,   sheen  &  weight,   NOT   scent  
  12. 12. 12 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Source: Semel Institute, UCLA
  13. 13. 13 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Digital     Marke6ng   reinforces   posi6ve  brand   aItudes  
  14. 14. 14 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon         Neuro-­‐Digital   Marke6ng   source: Green Book
  15. 15. 15 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon         Neuro-­‐Digital   marke6ng  in   ac6on   source: HD Wallpapers
  16. 16. 16 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
  17. 17. 17 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Dopamine  =   Want     Endorphins  =   Like  
  18. 18. 18 ©  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. 19 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Gamifica6on   s6mulates  the     Happiness   Machine   source: Ogilvy & Mather
  20. 20. 20 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon       It’s  about   geMng  to  the   next  level   source: gameruniversity.com
  21. 21. 21 ©  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. 22 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon The  go  to  Social   Network  for  the   SAP  eco-­‐system  
  23. 23. 23 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Engagement   indicators  were   in  decline   source: wikia.com
  24. 24. 24 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon Mul6-­‐level   achievement   missions   source: Cinema Blend
  25. 25. 25 ©  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. 26 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon       Significant   Results  
  27. 27. 27 ©  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
  28. 28. 28 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon
  29. 29. 29 ©  2015 Creative Commons. Some Rights Reserved. AbleBrains, LLC @stevemann #ConfluenceCon (t) @stevemann (e) steve@ablebrains.com or contact Deborah Harlow

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