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THE FREAKY FUTURE OF DIGITAL MARKETING
Craig Boyte, Bluewater
AGENDA• Who is Craig?• When science and marketing meet • Basics• Current research• Examples• Holograms• Where is this going?• Ethics
WHO IS CRAIG?
WHO IS CRAIG?
WHO IS CRAIG?
WHEN SCIENCE + MARKETING MEET
Big Data was so 2015 (or 2014, or 13, or…)
We want into the actual brains of consumers
CONSUMERS…don’t think a lot about what they buy
CONSUMERS…but marketers focus on providing
information
CONSUMERS…don’t pay attention to advertising
CONSUMERS…but marketers try to attract attention at any cost
CONSUMERS…don’t accurately remember our messages
CONSUMERS…but marketers are obsessed with
measuring recall
CONSUMERS…don’t have conscious access to their mental state
CONSUMERS…but marketers continue to ask them what they’re “really” thinking
WHY NEUROMARKETING IS IMPORTANT:
Marketing to the conscious mind only works about 10% of the time
WHAT DOES THIS TELL US?
Marketers are choosing methods that work a fraction of the time
WHAT DO WE NEED TO DO?
GET INTO THE MINDS OF OUR AUDIENCE!
THE BASICS OF YOUR BRAIN
NEW OR “HUMAN” BRAIN
MIDDLE OR “MAMMALIAN” BRAIN
OLD OR “REPTILIAN” BRAIN
WHAT IS NEUROMARKETING?
The practice of using technology to affect and measure brain activity for marketing.
BASICS OF NEUROMARKETINGNeuromarketing looks at ways to influence and measure the middle and old brains
BASICALLY:
BASICS OF NEUROMARKETING• Techniques include:
– fMRI (Functional Magnetic Resonance Imaging)
– SST (Steady State Topography)
– EEG (Electroencephalography)
– Eye Tracking
– Galvanic Skin Response
MARKETERS AND NEUROSCIENTISTS ARE INCREASINGLY WORKING TOGETHER
Harvard Business School
Emory University
Stanford University
HUMAN VALUES
CONSCIOUS AND UNCONSCIOUS VALUES
According to researchers at Adelphi University
CONSCIOUS VALUES ARE:
Helpfulness
CONSCIOUS VALUES ARE:
Choosing Our Own Path
CONSCIOUS VALUES ARE:
Meaning in Life
UNCONSCIOUS VALUES ARE:
Security
according to researchers at Adelphi University
UNCONSCIOUS VALUES ARE:
Honoring Tradition
according to researchers at Adelphi University
UNCONSCIOUS VALUES ARE:
Sexual Fulfillment
THIS ISN'T NEW…
WE’RE STILL DOING IT NOW
NEUROMARKETING IN ACTION
NEUROMARKETING IN ACTION
BRANDS USING BRAIN SCIENCE Frito-Lay studying female brains
Giltor
“Gilt Free”Healthy
BRANDS USING BRAIN SCIENCE
The Weather Channel used EEG, eye-tracking and skin response techniques to gauge reactions.
BRANDS USING BRAIN SCIENCE Google used biometrics to determine which ads are more effective: overlay vs. pre-roll
BRANDS USING BRAIN SCIENCE Microsoft mining EEG data to judge reactions to screens and software
HOLOGRAMS IN ACTION
THE GOAL: ELECT MODI
The Challenge: How to attract young voters
THE SOLUTIONUse social, traditional, games and technology
From September 2013 – May 2014In person rallies: 437
3D rallies: 1350
THE RESULTS: Modi won by a landslide with the highest voting rate in the history of Indian elections.
WHERE IS THIS GOING?
NEURO AND ‘BIO’ DASHBOARDS
WHO IS “HOT” FOR YOUR PRODUCT?
MIND READING MACHINE AT BERKELY:
WHAT DOES THIS MEAN FOR DIGITAL MARKETERS TODAY?
TOP FOUR CHANGES IN DIGITAL MARKETING
1. MARKETERS WILL LOOK FOR IRRATIONAL BEHAVIOR TO UNCOVER TRUE MOTIVATORS
• Examine things that shouldn’t have worked – but did
• Jumps to odd pages
• Sudden purchases that don’t follow normal conversions
2. DIGITAL MARKETERS WILL BECOME PSYCHOLOGISTS
• Forget A/B testing
• To test campaigns we’ll use technology like:
• fMRI• Thermal • EEG
3. BRANDS WILL INCREASINGLY ADD RESEARCH LABS TO THEIR CAMPUSES
Digital marketers will work directly with scientists to uncover reactions and attempt to stimulate wanted behavior via the unconscious
4. WE’LL KNOW HOW TO TRIGGER THE “OLD” BRAIN
Using emotional triggers
WHAT DOES THIS MEAN FOR ETHICS?
ALL RAINBOWS AND LOLLYPOPS?
SADLY… NO
EXPLOITING PEOPLE?
NEW CHALLENGES FOR MARKETERSWe’ll need to develop new marketing ethics.
WHAT HAPPENS TO PRIVACY?Does privacy exist if we can track what’s happening in a person’s body or brain?
WAY OUT THERE
OTHER TRENDS COMING• Scientists have already achieved a
teleporter system just like on Star Trek (sort of)
• We may even be able to back our conscious mind INTO THE CLOUD by 2045
MY LAST PREDICTION: Holograms will become the trend for marketers.
CRAZY TIME TO BE ALIVE