ingmar de lange - behavior design ams 11

marketing behavior ingmar de lange / mountview @idelange

behavior design is marketing.

my take-away.

1. changing behavior 2. changing marketing 3. roundup

what changed my behavior?

desire to please.

desire to please.

curiosity.

reciprocity.

ego.

the bandwagon effect.

the bandwagon effect.

the underdog effect?

peer pressure.

pro-innovation bias.

if you said A…

the IKEA effect.

confirmation bias.

loss aversion.

1. changing behavior 2. changing marketing 3. roundup

1. changing behavior 2. changing marketing 3. roundup

most physical products are the same.

marketing uses emotion to create a differentiator.

media changed fundamentally.

say do

branding goes from emotional to functional.

media changed fundamentally.

say do

tesla uses digital to reinvent the car and hardly needs marketing.

eneco is focused on usefulness.

brands become interfaces.

how it feels how it works

amazon does this well.

the reason to change behavior.

mot

ivat

ion

ability

the reason to change behavior.

mot

ivat

ion

ability

the old phases.

say do

the new phases.

dododo

google understand this.

1. changing behavior 2. changing marketing 3. roundup

marketing is behavior design.

behavior design is marketing.

we’re all in.

HELP!

thank you! ingmar de lange ingmar@mountview.nl@idelange