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