persuasion eats advertising for breakfast

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PERSUASION EATS ADVERTISING FOR BREAKFAST exploration of the future of advertising

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Page 1: Persuasion eats advertising for breakfast

PERSUASION EATS ADVERTISING FOR

BREAKFAST exploration of the future of advertising

Page 2: Persuasion eats advertising for breakfast

THE SALES FUNNEL IS DEADDigital is a revolution in choice and buying behavior, not in media

That epic McKinsey

slide

Page 3: Persuasion eats advertising for breakfast

TAKE-AWAY OF THIS PRESENTATION: !The value an agency represents is not creativity or creative communications, but the know-how of influencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and Word-of-Mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we be relevant in the absence of a media budget?

Page 4: Persuasion eats advertising for breakfast

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

CREATIVE COMMUNICATION VERSUS

BEHAVIORAL DESIGN

Page 5: Persuasion eats advertising for breakfast

BJ FOGG BEHAVIORAL DESIGN MODELPersuasion is putting a hot trigger on the path of highly motivated

Page 6: Persuasion eats advertising for breakfast

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

WE AS ADVERTISING INDUSTRY TEND TO OVEREVALUATE THE

ROLE OF MOTIVATION IN CHANGING AND INFLUENCING

BEHAVIOR

Page 7: Persuasion eats advertising for breakfast

ABILITYThe truly disruptive power of Amazon is not e-commerce as such,

but window shopping and same-day delivery

Page 8: Persuasion eats advertising for breakfast

BEHAVIORAL DESIGN FOR DAILY LIFETrigger behavior, take away barriers or make behavior more difficult

Page 9: Persuasion eats advertising for breakfast

BEHAVIORAL DESIGN FOR DAILY LIFETrigger behavior, take away barriers or make behavior more difficult

Page 10: Persuasion eats advertising for breakfast

SUE’S OWN LINGERIE IMPERIUM

Failing forward, the hard way Ability turned out to be the killer idea

Page 11: Persuasion eats advertising for breakfast

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

IT’S NOT ABOUT BIG IDEAS, IT’S ABOUT SMALL IDEAS. SWEAT THE SMALL STUFF

RORY SUTHERLAND

Page 12: Persuasion eats advertising for breakfast

PLAY WITH THE CIALDINI PRINCIPLESSocial proof, authority, reciprocity, scarcity, liking

Page 13: Persuasion eats advertising for breakfast

PLAY WITH THE CIALDINI PRINCIPLESSocial proof, authority, reciprocity, scarcity, liking

Page 14: Persuasion eats advertising for breakfast

PLAY WITH THE CIALDINI PRINCIPLESSocial proof, authority, reciprocity, scarcity, liking

Page 15: Persuasion eats advertising for breakfast

LITTLE BIG DETAILS Design for excitement and for sharing

Page 16: Persuasion eats advertising for breakfast

GET MANIACAL ABOUT PERSUASION DESIGNPeople can only understand relative value, not absolute.

Anchoring is probably the most evil force in todays economics (e.g. McDonalds 2.3 million claim)

Page 17: Persuasion eats advertising for breakfast

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

BUSINESS IDEAS FROM THE LEAST EXPECTED ANGLES AND PLAYERS WILL DISRUPT YOUR

BUSINESS FASTER THAN ADVERTISING CAN SAVE IT

REI INAMOTO, AKQA

Page 18: Persuasion eats advertising for breakfast

DISRUPTIVE START-UPS ARE HIGHLY PERSUASIVEThe reason AirBnB succeeded was because they had better designed around

barriers and boosters and solved the problem more elegantly

Page 19: Persuasion eats advertising for breakfast

BUILD SMART SERVICES IN THE PRODUCTPersuasive technologies

Page 20: Persuasion eats advertising for breakfast

BEHAVIOR IS THE NEW BRANDINGand filters are the new brand building

Page 21: Persuasion eats advertising for breakfast

DISRUPTING THE INTERNET OF WITH THINGS

VSLink

The maker movement is to production what blogging was to the publishing industry

Page 23: Persuasion eats advertising for breakfast

“THE NEXT REVOLUTION WILL BE PSYCHOLOGICAL, NOT TECHNOLOGICAL”

Rory Sutherland, TedxAmsterdam

Page 24: Persuasion eats advertising for breakfast

BUSINESS MODELS FOR THE NETWORKED WORLD

www.Paybacksweater.com Bacon Sprinkels on Kickstarter

Conversation is designed into the product

Page 25: Persuasion eats advertising for breakfast

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

DESIGN FOR CONVERSION IS INCREDIBLY SEXY

WE SHOULD BE OBSESSED WITH SMART IDEAS INSTEAD OF

ORIGINAL IDEAS (GO AHEAD AND TWEET THIS)

Page 26: Persuasion eats advertising for breakfast

THE PERSUASION AND CONVERSION GAMEIn the digital era, the game is all about

developing audiences through content converting those audiences into contact and

triggering those contact into sales through persuasive offers. Everyone is doomed to

play this game

Page 27: Persuasion eats advertising for breakfast

THE PERSUASION AND CONVERSION GAMEIn the digital era, the game is all about

developing audiences through content converting those audiences into contact and

triggering those contact into sales through persuasive offers. Everyone is doomed to

play this game

Page 28: Persuasion eats advertising for breakfast

THE PERSUASION AND CONVERSION GAMEIn the digital era, the game is all about

developing audiences through content converting those audiences into contact and

triggering those contact into sales through persuasive offers. Everyone is doomed to

play this game

Page 29: Persuasion eats advertising for breakfast

IT’S NOT THE WEBSITE, IT’S THE OBJECT90% of all shopping is happening outside the website.

Page 30: Persuasion eats advertising for breakfast

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

THREE AREAS YOU NEED TO

MASTER TODAY CONCLUSION

Page 31: Persuasion eats advertising for breakfast

1. BEHAVIORAL DESIGNBehavioral economics, persuasion design,…

Page 32: Persuasion eats advertising for breakfast

http://codingconduct.cc/Don-t-Play-Games-With-Me

http://www.slideshare.net/dings/pawned-gamification-and-its-discontents

http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)

When a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero.

2. GAME DESIGNGame design is not about fun. It’s about designing behavior and designing

interesting choices (Sebastian Deterding)

Page 33: Persuasion eats advertising for breakfast

Executing the strategy and achieving failure versus experimenting, optimizing and discovering the business model

“What differentiates digital thinking CMOs from their analog colleagues is aggressive experimentation” sue.am/18VGURy

3. LEAN START-UP

Page 34: Persuasion eats advertising for breakfast

Co-Founder SUE Amsterdam Agency for smart campaigning !I tweet @tomdebruyne I spoke at TEDX: http://sue.am/tom_at_tedx My slideshares are here: http://sue.am/tdb_slides You can mail me: [email protected] Or go old school on me: +31 6 553 60 771 I co-founded the lingerie webshop www.Salondesir.com I write columns for Tijdschrijft voor Marketing !The secrets of persuasion and other interesting stuff in SUE’s bi-weekly „a mail named SUE”. Subscribe at www.sueamsterdam.com !

TOM DE BRUYNE