how brain science turns browsers into buyers: sxsw 2012
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How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Brian ClarkRoger DooleyDerek Halpern
Dr. A.K. Pradeep
#BrainBuy #sxsw
#BrainBuyDr. A. K. Pradeep@akpradeep
Derek Halpern@derekhalpern
Brian Clark@copyblogger
Roger Dooley@rogerdooley
MostMarketing
Fails.@rogerdooley
#BrainBuy #sxsw
“Half my advertising is wasted…”
“…if only I knew which half!”
@rogerdooley#BrainBuy #sxsw
Wanamaker guessedTOO LOW!
@rogerdooley#BrainBuy #sxsw
95% of New Products
@rogerdooley#BrainBuy #sxsw
95% of New Products
(Acupoll)
@rogerdooley#BrainBuy #sxsw
98% of Direct Mail
@rogerdooley#BrainBuy #sxsw
98% of Direct Mail
(DMA)@rogerdooley
#BrainBuy #sxsw
@98%
of Emails
@rogerdooley#convcon
@98%
of Emails
(DMA)
@rogerdooley#BrainBuy #sxsw
20% of Ad Campaigns
@rogerdooley#convcon
20% of Ad Campaigns
@rogerdooley#BrainBuy #sxsw
20% of Ad Campaigns
@rogerdooley#convcon
20% of Ad Campaigns
@rogerdooley#convcon
MostMarketing
Fails.Why?
@rogerdooley#BrainBuy #sxsw
Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious@rogerdooley #BrainBuy
Neuromarketing
@rogerdooley#BrainBuy #sxsw
Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior Studies• Eye Tracking• Facial Coding
@rogerdooley#BrainBuy #sxsw
Neuroscience• EEG• fMRI•MEG• Biometrics
BehavioralScience• Behavior Studies• Eye Tracking• Facial Coding
@rogerdooley#BrainBuy #sxsw
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Roger DooleyNeuroscienceMarketing.com
RogerDooley.comrogerd@dooleydirect.com
@rogerdooley
How do we make Brian Clark like Coca Cola?
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
The Doppelganger Effect
Brand Preference@rogerdooley
#BrainBuy #sxsw
Personalized Video
Derek!
@rogerdooley#BrainBuy #sxsw
Playboy: Viral Bunnies at Home
http://youtu.be/isjPpbmnaYo
@rogerdooley#BrainBuy #sxsw
thedexterhitlist.com
@rogerdooley#BrainBuy #sxsw
Higher Ed Ads
Adler School of Professional Psychologyhttp://www.leadsocialchange.net/
(Courtesy: Hobsons)@rogerdooley
#BrainBuy #sxsw
Social Personalizatio
n
@rogerdooley#BrainBuy #sxsw
@rogerdooley#BrainBuy #sxsw
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
@rogerdooley#BrainBuy #sxsw
St. Bonaventure Universityhttp://www.becomingextraordinary.net/
(Courtesy: Hobsons)
takethislollipop.com
Untapped opportunity:Put your customer
in the ad.
@rogerdooley#BrainBuy #sxsw
Sellingto
Guys?@rogerdooley
#BrainBuy #sxsw
Impatient
Short Term Emphasis
-Margo Wilson and Martin Daly@rogerdooley
#BrainBuy #sxsw
Attractive Photo =
-4% Interest Rate
Marianne Bertrand et al, 2005
@rogerdooley#BrainBuy #sxsw
Test
Source:Ion
Interactive
+95%
+35%Source:
IonInteractive
@rogerdooley#BrainBuy #sxsw
Convert more guys with “mating triggers.”
#31 @rogerdooley#BrainBuy #sxsw
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Roger Dooley Dooley Direct, LLC
NeuroscienceMarketing.comRogerDooley.com
rogerd@dooleydirect.com@rogerdooley
How Brain Science Turns Browsers into Buyers
SXSW Interactive - AustinMarch 11, 2012
Brian ClarkRoger DooleyDerek Halpern
Dr. A.K. Pradeep
#BrainBuy #sxsw
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