persuasion eats advertising for breakfast - an exploration of the future of advertising
Post on 11-Aug-2014
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DESCRIPTIONLecture by Astrid Groenewegen at the Sanoma Mediaparade 2014 on how thinking on persuasion design could transform the way we think about advertising.
PERSUASION EATS ADVERTISING FOR BREAKFAST ! an exploration of the future of advertising
THE SALES FUNNEL IS DEAD
Digital is a revolution in choice and buying behavior not in media
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 our creativity have added value in influencing choice and behavior?
CREATIVE COMMUNICATION VERSUS BEHAVIORAL DESIGN
BEHAVIORIAL DESIGN MODEL
Persuasion is putting hot triggers in the path of motivated people
Copyright BJ Fogg
WE AS ADVERTISING INDUSTRY TEND TO OVERESTIMATE THE ROLE OF MOTIVATION IN CHANGING AND INFLUENCING BEHAVIOUR
AMAZON VS BEST BUY
The winning power of Amazon is not e-commerce as such, but service design on ability
HIVOS LASER GUN
Making behavior more fun instead of convincing on arguments
IT’S NOT ABOUT BIG IDEAS IT’S ABOUT SMALL IDEAS SWEAT THE SMALL STUFF !Rory Sutherland
DESIGN FOR EXCITEMENT
Build conversation into the product to promote sharing
DESIGN FOR PERSUASION
People use shortcuts that directly influence behavior
DESIGN FOR VALUE PERCEPTION
People can only understand relative value not absolute value
BUSINESS IDEAS FROM THE LEAST EXPECTED PLAYERS WILL DISRUPT YOUR BUSINESS FASTER THAN ADVERTISING CAN SAVE IT !Rei Inamoto, AKQA
AirBNB is designed around boosters and barriers
Integrating service design into products
Using filters as the new reach building and customer service as brand building
DISRUPTIVE BUSINESS MODELS
Inventing business models for the connected world
www.paybacksweater.com Bacon sprinkles on Kickstarter
DISRUPTIVE SERVICE DESIGN
The next revolution will be psychological, not technological (Rory Sutherland)
STRATEGY IS NOTHING MORE BUT AN INTERESTING HYPOTHESIS THAT CAN BE VALIDATED OR REJECTED BY DATA !
THE ART OF FAILING FORWARD
The lessons we learned from our own start-up Salon Désir (www.salondesir.com)
THINK LIKE A START-UP
Finding a plan that works before the money runs out
BECOME A MAKER
Creativity and strategy should merge, the best strategy is found through creativity
Copyright Herb Kelleher
WE SHOULD BE OBSESSED BY SMART IDEAS INSTEAD OF ORIGINAL IDEAS CONVERSION DOESN’T KILL CREATIVITY !
DIGITAL IS NOT A DESTINATION
It’s not the website, it’s the social object. 90% of shopping decisions are made outside the website
DESIGN FOR CONVERSION
Develop audiences through content, convert into contact, convert into buyers
THREE AREAS YOU SHOULD MASTER TODAY !
1. BEHAVORIAL DESIGN
Learn about persuasion and behavioral economics
2. LEAN START-UP
Executing strategy and achieving failure vs. experimenting, optimizing and discovering a business model
3. GAME DESIGN
Start to understand game design is not about playfulness, but interesting choices
THANK YOU! !
ASTRID GROENEWEGENCo-founder and Creative Director SUE Amsterdam Creative agency for Smart Campaigning [email protected] @astridgr www.pinterest.com/astridgr LinkedIn: Astrid Groenewegen +31-654743782 !Columnist for AmsterdamAdblog Jury president SpinAwards Co-founder & Creative Director salondesir.com Co-founder & Creative Director paybacksweater.com !Office: Koestraat 5b, 1012 BW Amsterdam !The secrets of persuasion and other stuff that fascinates us can be found in SUE’s bi-weekly ’A mail named SUE’ subscribe via www.sueamsterdam.com !!!