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NeboWeb Interactive Marketing Trends


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NeboWeb Interactive Marketing Trends

  1. 1. Trends in Interactive Marketing
  2. 2. •  Neuromarketing •  Social Media •  Google TV •  Mobile Marketing •  Personalized Search
  3. 3. Neuromarketing
  4. 4. Neuromarketing Itʼs All in Your Head
  5. 5. Marketing Techniques Used Now
  6. 6. Marketing Techniques Used Now
  7. 7. Marketing Techniques Used Now
  8. 8. Marketing Techniques Used Now
  9. 9. Buying Decisions are Multi Factorial B A E A B D C ? F H
  10. 10. The Role Of Expectations •  Decision making is not entirely based on sensory input •  Otherwise marketing would not exist •  Consumer purchases occur in the real world, marketing analyses do not •  Tunnel vision
  11. 11. Two Reasons to Use Neuromarketing 1.) More efficient Cost-Benefit Trade-off 2.) Accurate expression of previously hidden preferences
  12. 12. How Neuromarketing Works
 •  Pupilometer (the scientific explanation) •  Pupil Dilation •  Eye Tracking •  I think this is self explanatory •  GSR (Galvanic Skin Response) •  Electrical conductance of the skin (aka sweat) •  SST (Steady State Topography) •  Brain waves (more or less) (fast) •  fMRI (functional Magnetic Resonance Imaging) •  Oxygenated Blood (slow) •  MEG (Magneto-EncephaloGraphy) •  Oxygenated Blood (fast)
  13. 13. How Neuromarketing Works 
 (the translated explanation ) Stimulus Thought Revised Marketing Campaigns Interpretation
  14. 14. Classic Example V. http:// http:// newtech.aurum3. newtech.aurum3. com/ com/ environment/ environment/ coke-will-turn- coke-will-turn- green/ green/ http://israelgr.files.wordpress.com/2009/09/neuromarketing1.jpg?w=290&h=250
  15. 15. How to Use Neuromarketing http://duke.edu/~dandan/Papers/neuromarketing.pdf
  16. 16. Experienced Utility and Pricing •  Real time decisions take into account perceived benefit and price •  Traditional marketing surveys do not •  Experienced utility changes throughout the buying cycle •  Neuromarketing can operate throughout the cycle, and provide information during the entire process
  17. 17. Priming
  18. 18. Priming •  Understanding the penetration of your brand message •  Exposure to “cat” related stimuli is now more likely to be processed quickly due to the existing neural pathways •  Neuromarketing can measure the speed with which concepts and messages are passed along, and therefore how effective brand penetration is
  19. 19. Companies Using Neuromarketing Now PepsiCo for Frito-Lay 1.) Guilty center (anterior cingulate cortex) key indicator of buying potential •  Seen any shiny bags lately? 2.) TV Ad testing •  Focus groups didn’t want to seem mean spirited, but EEG tests suggested they actually like the ad •  White clothes + bag of Cheetos = marketing gold
  20. 20. Companies Using Neuromarketing Now •  Daimler Chrysler •  Sports cars = “rewards center” •  Also lit up facial recognition areas •  Headlights like eyes?
  21. 21. Companies Using Neuromarketing Now •  Arnold Warner for Jack Daniels •  Emotional power of different images for 25-34 yr old males •  Results determined 2007 marketing campaign
  22. 22. Stumbling Blocks (Culture/Brand)
  23. 23. Stumbling Blocks (Expense) •  Thus far, only affordable to big, big budgets •  MRI scanning machines: ~$2,000,000 •  Cost of software + design + training = unknown but a lot
  24. 24. Stumbling Blocks (Old School) •  NIMBY (Not In My BackYard) •  As with any innovation, people are slow to adapt methods that are not 100% proven
  25. 25. Ethics •  Unknown amount of information will be available to marketers •  Voluntarily given, but products/campaigns will be catered to certain segment of population based on findings •  Create small groups (luxury, demographic based) •  Will neuromarketing be managed ethically, or will information be misappropriated? •  Lack of regulation
  26. 26. Different Applications •  Entertainment: Movies •  Design: Websites •  Political Candidates: Electoral campaigns •  Product Packaging •  Product distribution •  Architecture: Rent prices
  27. 27. Possible Future •  May become mainstream IF it becomes cheaper (due to effectiveness) and faster UNLIKELY •  Hidden information: Consumer preference about a wide range of information and processes THIS IS WHAT NEUROMARKETING IS GOOD FOR
  28. 28. Social Media
  29. 29. Youʼve probably heard SOCIAL MEDIA is BIG.
  30. 30. Every second: •  A new user joins LinkedIn •  20 minutes of video are uploaded to YouTube •  60 tweets are published to Twitter
  31. 31. If Facebook were a country, it would be the third largest in the world. * An open letter from Mark Zuckerberg
  32. 32. People now spend more time using social media than e-mail. Nielsen Global Online Media Landscape Report 2009
  33. 33. Social media is more than just hype.
  34. 34. 68% of new media users feel better served when they can have a conversation with your brand. 2009 Cone Consumer New Media Study
  35. 35. Passports
 Home Base
 Passports are profiles and Embassies are your This is where your true identities on social outposts on the social fans gather. It could be as networks and social media web. Here, you fully simple as a blog or as platforms. Regardless of engage in conversations. complex as a full fledged whether you expect to Your interactions in social network. This will interact on a particular embassies will be split become your most platform, you should have between actively engaging valuable permission asset. your passport in place so people and gently nudging you can engage quickly. them towards your home base. Build a social media framework and define goals.
  36. 36. A listening station is a social media Establish listening stations. site or tool that you use to monitor your customerʼs conversations about your brand, competitors, and industry. A listening station informs you how your audience is using social media.
  37. 37. Engage your customers and spark conversations.
  38. 38. Measure the growth, emotions, and actions of your audience.
  39. 39. Google TV
  40. 40. Google’s Focus on TV
  41. 41. What, When, Where, What the.. New TV or Separate Box Hardware or Software New Platform All your old friends Chrome Android Flash 10.1
  42. 42. TV = Advertising $$$ • Ads can cost from about $90 to over $2,000,000 • Variety of lengths • 3 hours of advertisement per 10 hours of television http://socialmediaseo.net/wp-content/uploads/2010/03/google-tv-ads-logo.gif
  43. 43. Demographics Program Keywords Placement Times Networks How to Target
  44. 44. So Whatʼs the Catch?
  45. 45. 1.)Competition Telstra's T box: $299 Wii: Unknown Fetch TV: iiNet: 9.95/month + $399 purchase TiVo: $699 PlayTV: $169.95 Foxtel by Xbox LIVE: Unknown Also Kinect Boxxee: $199 Apple TV: $99
  46. 46. 2.) Old News Apple, despite brand loyalty for their products, failed New release for Round 2 Notice prominent logo placement
  47. 47. Is Google Too Sure of Itself?
 Google has said Google TV will be fully integrated and internet capable. Is this true? Letʼs consider the facts
  48. 48. Fight 1: Google vs. Apple Clash of the Titans Jobs: “Donʼt be evil [the corporate mantra of Google] is a load of crap”
 Gundotra: “If Google didnʼt act, we faced a draconian future. A future where one man, one company, one device, one carrier would be our only choice. Thatʼs a future we do not want. If you believe in openness, choice, and innovation, then welcome to Android.”
  49. 49. Fight 2: Google vs. Facebook Actions Speak Louder than Words AdWords vs. Facebook Ads Bing vs. Google search offered Facebook seems to be partnering with Apple
  50. 50. Fight 3: Google vs. Everybody Conform or Disappear • Must optimize for Google TV • Possible Ramifications • Google TV Rankings? • Penalties across platforms? • Optimizing for new SE? • Suggests further consolidation of Googleʼs Power • Android can beam information, what about other devices • Google TV will run Google Apps, what about other ones?
  51. 51. ITʼS Not About TV ABOUT Not About Advertising Dollars GOOGLE About a Monopoly on Mobile DOMINATION About Consolidating Power
  52. 52. Mobile Search
  53. 53. Put down your iPhone and ask yourself… Is this the tipping point for mobile search?
  54. 54. Why is now the tipping point? Itʼs 1.) Usability 2.) Apps 3.) Shop Comparison 4.) Social Media
  55. 55. http://www.techfemina.com/entry/crystalroc-first-to-offer-jeweled-embellishment-for-iphone-4/ Usability Sleek and sexy...
  56. 56. Usability Geo Targeted and Near Me Now...
  57. 57. Apps… Thereʼs an app (or 10,000) for that
  58. 58. Shop Comparison… 3 The most bang for your buck…
  59. 59. Social Media Whatʼs your status?
  60. 60. http://images.nakedauthors.com/uploaded_images/ann_1967-795973.jpg The problems Hell no, we wonʼt go...
  61. 61. Smartphone revolution Mobile Search is the only search http://www.textually.org/picturephoning/archives/cat_how_people_and_businesses_are_using_cameraphones.htm
  62. 62. Personalized Search
  63. 63. Personalized Search Search made for you by you
  64. 64. Recognition Signed In + Web History Signed In Everyone
  65. 65. Recognition •  180 days of search activity linked to an anonymous cookie in your browser •  Display ads tailored to you •  Google freely admits they pool all information from all sources about you •  Gmail •  Search History •  PPC History
  66. 66. How? IP address Emails Emails sent Chats received Sites Search Text from you’ve History emails visited
  67. 67. Search Difference “Hurricanes” “Carolina Hurricanes” “Worst Hurricane disasters”
  68. 68. Searching Trends • People are Evolving to search Smarter • Google Instant
  69. 69. Questions?