The Freaky Future of Digital Marketing - By Craig Boyte
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1. The document summarizes a presentation about the future of digital marketing and neuromarketing. 2. Neuromarketing uses technologies like fMRI, EEG, and eye tracking to measure and influence consumer brain activity beyond conscious awareness. 3. Brands are increasingly using these techniques to test advertising effectiveness and uncover unconscious motivators for consumer behavior.
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The Freaky Future of Digital Marketing - By Craig Boyte
- 1. Thank You, Summit Sponsors
- 2. Thank You to Our Design Track Sponsor
- 3. Wi-Fi Network Information Network: MIMA 2015 Password: DisruptMIMA2015
- 4. THE FREAKY FUTURE OF DIGITAL MARKETING Craig Boyte, Bluewater
- 5. AGENDA • Who is Craig? • When science and marketing meet • Basics • Current research • Examples • Holograms • Where is this going? • Ethics
- 9. WHEN SCIENCE + MARKETING MEET
- 10. Big Data was so 2015 (or 2014, or 13, or…) We want into the actual brains of consumers
- 11. CONSUMERS …don’t think a lot about what they buy
- 12. CONSUMERS …but marketers focus on providing information
- 13. CONSUMERS …don’t pay attention to advertising
- 14. CONSUMERS …but marketers try to attract attention at any cost
- 15. CONSUMERS …don’t accurately remember our messages
- 16. CONSUMERS …but marketers are obsessed with measuring recall
- 17. CONSUMERS …don’t have conscious access to their mental state
- 18. CONSUMERS …but marketers continue to ask them what they’re “really” thinking
- 19. WHY NEUROMARKETING IS IMPORTANT: Marketing to the conscious mind only works about 10% of the time
- 20. WHAT DOES THIS TELL US? Marketers are choosing methods that work a fraction of the time
- 21. WHAT DO WE NEED TO DO?
- 22. GET INTO THE MINDS OF OUR AUDIENCE!
- 23. THE BASICS OF YOUR BRAIN
- 24. NEW OR “HUMAN” BRAIN
- 25. MIDDLE OR “MAMMALIAN” BRAIN
- 26. OLD OR “REPTILIAN” BRAIN
- 27. WHAT IS NEUROMARKETING? The practice of using technology to affect and measure brain activity for marketing.
- 28. BASICS OF NEUROMARKETING Neuromarketing looks at ways to influence and measure the middle and old brains
- 29. BASICALLY:
- 31. BASICS OF NEUROMARKETING • Techniques include: – fMRI (Functional Magnetic Resonance Imaging) – SST (Steady State Topography) – EEG (Electroencephalography) – Eye Tracking – Galvanic Skin Response
- 33. MARKETERS AND NEUROSCIENTISTS ARE INCREASINGLY WORKING TOGETHER Harvard Business School Emory University Stanford University
- 35. HUMAN VALUES
- 36. CONSCIOUS AND UNCONSCIOUS VALUES According to researchers at Adelphi University
- 38. CONSCIOUS VALUES ARE: Choosing Our Own Path
- 39. CONSCIOUS VALUES ARE: Meaning in Life
- 40. UNCONSCIOUS VALUES ARE: Security according to researchers at Adelphi University
- 41. UNCONSCIOUS VALUES ARE: Honoring Tradition according to researchers at Adelphi University
- 42. UNCONSCIOUS VALUES ARE: Sexual Fulfillment
- 43. THIS ISN'T NEW…
- 44. WE’RE STILL DOING IT NOW
- 47. BRANDS USING BRAIN SCIENCE Frito-Lay studying female brains
- 48. BRANDS USING BRAIN SCIENCE The Weather Channel used EEG, eye- tracking and skin response techniques to gauge reactions.
- 49. BRANDS USING BRAIN SCIENCE Google used biometrics to determine which ads are more effective: overlay vs. pre-roll
- 50. BRANDS USING BRAIN SCIENCE Microsoft mining EEG data to judge reactions to screens and software
- 53. THE GOAL: ELECT MODI The Challenge: How to attract young voters
- 54. THE SOLUTION Use social, traditional, games and technology From September 2013 – May 2014 In person rallies: 437 3D rallies: 1350
- 55. THE RESULTS: Modi won by a landslide with the highest voting rate in the history of Indian elections.
- 56. WHERE IS THIS GOING?
- 57. NEURO AND ‘BIO’ DASHBOARDS
- 58. WHO IS “HOT” FOR YOUR PRODUCT?
- 59. MIND READING MACHINE AT BERKELY:
- 60. WHAT DOES THIS MEAN FOR DIGITAL MARKETERS TODAY?
- 61. TOP FOUR CHANGES IN DIGITAL MARKETING
- 62. 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
- 63. 2. DIGITAL MARKETERS WILL BECOME PSYCHOLOGISTS • Forget A/B testing • To test campaigns we’ll use technology like: • fMRI • Thermal • EEG
- 64. 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
- 65. 4. WE’LL KNOW HOW TO TRIGGER THE “OLD” BRAIN Using emotional triggers
- 66. WHAT DOES THIS MEAN FOR ETHICS?
- 67. ALL RAINBOWS AND LOLLYPOPS?
- 68. SADLY… NO
- 70. NEW CHALLENGES FOR MARKETERS We’ll need to develop new marketing ethics.
- 71. WHAT HAPPENS TO PRIVACY? Does privacy exist if we can track what’s happening in a person’s body or brain?
- 72. WAY OUT THERE
- 73. 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
- 74. MY LAST PREDICTION: Holograms will become the trend for marketers.
- 75. CRAZY TIME TO BE ALIVE
Notas do Editor
- Interesting fact to lead with: 95% of all thoughts, emotions, and learning occur before we are ever aware of it, according to Roger Dooley, the author of Neuromarketing and Brainfluence. So marketers are only influencing 5% of consumers minds. What if we could influence the other 95%? This is where science and marketing meet, in that weird and strange world called neuromarketing. It’s aleady pretty space age. But wait until you see where it’s going next.
- Craig’s connection to science and marketing
- Craig’s connection to science and marketing
- Craig’s connection to science and marketing
- http://intuitiveconsumer.com/blog/intuitive-marketing/ “neuromarketing for dummies”
- Consumers don’t think a lot about what they buy — but marketers focus on providing information, and making sure their messages are understood. Talk about music!
- Consumers don’t think a lot about what they buy — but marketers focus on providing information, and making sure their messages are understood. Talk about music
- but marketers try to attract attention at any cost, even if it means disrupting and annoying every consumer in ear shot. TV – TIVO – BANNERS – FACEBOOK
- but marketers try to attract attention at any cost, even if it means disrupting and annoying every consumer in ear shot. As OBNOSIOUS as possible – NATIONWIDE!!! Payton Manning – ugg – Draft day / draft kings – CARS FOR KIDS
- Consumers don’t accurately remember marketing messages — but marketers are obsessed with measuring recall.
- Consumers don’t accurately remember marketing messages — but marketers are obsessed with measuring recall. Exploding Heads
- but marketers continue to ask them questions to find out what they’re “really” thinking.
- but marketers continue to ask them questions to find out what they’re “really” thinking. – many times we take what we want to hear anyway Hillary - Berrnie
- Research shows that marketing to the conscious mind only works about 10% of the time
- Add a note about Disney’s recent acquisition: http://beforeitsnews.com/alternative/2015/08/disney-invests-in-mind-reading-technology-for-advertisers-3201198.html
- Add a note about Disney’s recent acquisition: http://beforeitsnews.com/alternative/2015/08/disney-invests-in-mind-reading-technology-for-advertisers-3201198.html
- We need to get into the minds of our audience to influence their unconscious values
- Th
- The "Human" ("New," or outer-most) Brain: Most evolved part of the brain known as the cortex. Responsible for logic, learning, language, conscious thoughts and our personalities.
- The "Mammalian" (Middle) Brain: Also known as the limbic system. Deals with our emotions, moods, memory and hormones.
- The "Reptilian" (Old) Brain: controls our basic survival functions, such as hunger, breathing, flight-or-fight reactions and staying out of harm's way.
- Base response
- fMRI – HUGE MAGNET SST – Brain Mesurments EEG – Braing Mesurments EYE Tracking Galanic Skin – changes in skin or face These include everything from relatively simple and inexpensive approaches, such as eye tracking (measuring eye gaze patterns), analyzing facial expressions, and behavioral experiments (for example, seeing how changes in product displays affect a consumer’s choices), to more complex, sensor-based approaches, including biometrics (body signal measures) that measure perspiration, respiration, heart rate, and facial muscle movement (electromyography [EMG]), as well as neurometrics (brain signal measures) that measure electrical activity (electroencephalography [EEG]), and blood flow (functional magnetic resonance imaging [fMRI]) in the brain. (neuromarketing for dummies cheat sheet http://www.dummies.com/how-to/content/neuromarketing-for-dummies-cheat-sheet.html)
- Marketers and neuroscientists are increasingly working together to accomplish this at Harvard Business School Emory University Stanford University
- James Vicary in 1957 It featured the words "Hungry? Eat Popcorn. Drink Coca Cola" which appeared every 5 seconds for the span of 0.003 seconds. It was said that the popcorn sales increased by 58% and the Coke by 18%.
- Cheetos campaign: http://www.forbes.com/sites/hbsworkingknowledge/2013/02/01/neuromarketing-tapping-into-the-pleasure-center-of-consumers/ Frito-Lay , in 2008 hired a neuromarketing firm to look into how consumers respond to Cheetos, the top-selling brand of cheese puffs in the United States. Using EEG technology on a group of willing subjects, the firm determined that consumers respond strongly to the fact that eating Cheetos turns their fingers orange with residual cheese dust. In her background note, Karmarkar cites an article in the August 2011 issue of Fast Company, which describes how the EEG patterns indicated “a sense of giddy subversion that consumers enjoy over the messiness of the product.” That data in hand, Frito-Lay moved ahead with an ad campaign called “The Orange Underground,” featuring a series of 30-second TV spots in which the Cheetos mascot, Chester Cheetah, encourages consumers to commit subversive acts with Cheetos. (In one commercial, an airline passenger quietly sticks Cheetos up the nostrils of a snoring seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation.
- Frito-Lay , in 2008 hired a neuromarketing firm to look into how consumers respond to Cheetos, the top-selling brand of cheese puffs in the United States. Using EEG technology on a group of willing subjects, the firm determined that consumers respond strongly to the fact that eating Cheetos turns their fingers orange with residual cheese dust. the EEG patterns indicated “a sense of giddy subversion that consumers enjoy over the messiness of the product.” That data in hand, Frito-Lay moved ahead with an ad campaign called “The Orange Underground,” featuring a series of 30-second TV spots in which the Cheetos mascot, Chester Cheetah, encourages consumers to commit subversive acts with Cheetos. (In one commercial, an airline passenger quietly sticks Cheetos up the nostrils of a snoring seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation.
- Refernce: fast company article here http://www.fastcompany.com/1357239/neuromarketing-hope-and-hype-5-brands-conducting-brain-research
- Refernce: fast company article here http://www.fastcompany.com/1357239/neuromarketing-hope-and-hype-5-brands-conducting-brain-research
- Refernce: fast company article here http://www.fastcompany.com/1357239/neuromarketing-hope-and-hype-5-brands-conducting-brain-research
- interactions with computers including their feelings of "surprise, satisfaction and frustration."
- Holograms are already in use for high tech campaigns. BJP party of India won by a landslide in part by their use of holographic images of their leader at rallies across India. A clever way for the party to have Modi attend multiple events while still attracting young voters with the novelty of the hologram. (followed up by a mobile app named “run modi” of course – maybe make a a note about how integration is key here?)
- Holograms are already in use for high tech campaigns. BJP party of India won by a landslide in part by their use of holographic images of their leader at rallies across India. A clever way for the party to have Modi attend multiple events while still attracting young voters with the novelty of the hologram. (followed up by a mobile app named “run modi” of course – maybe make a a note about how integration is key here?)
- Holograms are already in use for high tech campaigns. BJP party of India won by a landslide in part by their use of holographic images of their leader at rallies across India. A clever way for the party to have Modi attend multiple events while still attracting young voters with the novelty of the hologram. (followed up by a mobile app named “run modi” of course – maybe make a a note about how integration is key here?)
- Neuro and Bio dashboards will increase in utility and function to generate insights based on a cohesive understanding gained only through the integration of data from multiple nonconscious streams, such as EEG, EMG, GSR, respiration, and others.
- thermal imaging and fNIRS or “functional Near Infrared Spectroscopy” will advance the reliability and footprint of their tools to collect emotionally derived, nonconscious measures from a large subject pool at key moments in test environments. We will quite literally be able to understand who in the crowd is “hot” for our product or message. (reference intuitive marketing blog author on this one http://intuitiveconsumer.com/blog/the-future-of-neuromarketing-2015/)
- Neurohacking reference: http://electronics.howstuffworks.com/future-tech/10-futurist-predictions-in-the-world-of-technology.htm#page=3 Backing up into the cloud: scientists are already working on this reference here http://electronics.howstuffworks.com/future-tech/digitize-human-consciousness.htm
- Digital marketers will work directly with scientists to uncover reactions and attempt to stimulate wanted behavior via the unconscious
- using emotional triggers rather than data
- Kind of a sticky situation!
- Basically just end with some provocative questions about ethics and marketing.
- Basically just end with some provocative questions about ethics and marketing.