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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