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  • ANATOMY of SEDUCTION Neuromarketing successfully applied three approaches to the brain

    Paul Postma Marketing Consultancy

    paul.postma@ppmc.nl

    www.ppmc.nl/en

    53rd ICCA Congress

    Antalya, Turkey

    November 3rd, 2014

  • If I had asked people what they wanted, they would have said faster horses. Henry Ford

  • Marketing and Business Consultancy firms in The Netherlands:

    source: Top 100 Emerce/Motivaction 2014

  • What is neuromarketing:

    Knowledge of

    how the brain works

    applied to

    commercial processes

  • 1. Just a little bit about the brain

    2. Three approaches to the brain and four

    stages in the commercial process

    3. Applications

    4. Golden brain rules to take home

  • Customer

    behaviour

  • Normal people buy the craziest things

    1. Behaviour: you wont believe your eyes

  • Rich people like bargains too

    1. Behaviour: you wont believe your eyes

  • People with a garden buy just as many garden

    products as people without a garden

    1. Behaviour: you wont believe your eyes

  • Just try to drive a 100 year old car DICHTBIJ INTERNE WERELD

    we shop with a 1.000.000 year old brain

    1. Why do people act so stupidly?

  • Our old brain has more influence...

    instinct

    reflection

    addiction

    Functions Origin in evolution Type CLOSE TO INTERNAL WORLD

    CLOSE TO EXTERNAL WORLD

    hypothalamus

    limbic

    system

    500 mln year

    200 mln year

    emotion

    affection

    action

    1 mln year

    cortex

    language

    reason

    intellect

    .. than the cortex likes to admit

    1. Why do people act so stupidly

  • 1. Just a little bit about the brain

    Wat verleidt o What triggers seduction to buy Seduction is part of the construction

    of our brain

    Predicting buying behaviour requires

    knowledge of how the brain works

    There are three methods to find out

  • 1. Just a little bit about the brain

    2. Three approaches to the brain and four

    stages in the commercial process

    3. Applications

    4. Golden brain rules to take home

  • 2. Three approaches to the brain

    a. Look from the outside: external

    b. Look from the inside: internal

    c. Dont look at all: black box

  • 2a. External: body language, empathic design,

    eye tracking, facial coding

  • 2b. Internal: EEG en fMRI

  • 2c. Black box: input predicts output -

    no need to know why (accelerator/brake)

  • Would you mind if I stimulate your nucleus

    accumbens?

    2. And what do you see? Seduction is visible:

  • 2. Four stages in the commercial process

    a. Product development

    b. Advertising, publicity

    c. Transactions, orders

    d. Customer Relationship Management

  • 2. Three approaches and four stages Step in the

    marketing process

    Neuromarketing

    approach

    EXTERNAL

    Body language Empathic design Eye tracking Facial coding

    Development

    product/market

    combination

    Market approach

    Advertising Publicity

    Market approach

    Transactions Orders

    Customer

    Relationship

    Management

    BLACK BOX

    Input/output model

    INTERNAL

    EEG fMRI

  • 2. Which approach fits which stage

    A Anatomy of Seduction seduction

    Step in the

    marketing process

    Neuromarketing

    approach

    EXTERNAL

    Body language Empathic design Eye tracking Facial coding

    Development

    product/market

    combination

    Market approach

    Advertising Publicity

    Market approach

    Transactions Orders

    Customer

    Relationship

    Management

    BLACK BOX

    Input/output model

    INTERNAL

    EEG fMRI

    19

    3735

    51

    31

    40

    33

    28

    68

    64

    60

    29

    26

    42

    23

    31

    9

    -

    500,00

    1.000,00

    1.500,00

    2.000,00

    2.500,00

    3.000,00

    3.500,00

    -

    10,00

    20,00

    30,00

    40,00

    50,00

    60,00

    70,00

    80,00

    Verloop per dag

    Budget

    CPL Kind

    # Coupons Kinderen

  • 1. Just a little bit about the brain

    2. Three brain approaches and four

    stages of commercial processes

    3. Applications

    4. Golden brain rules to bring home.

  • 3. External: human beings and animals

  • 3. External: eye tracking to improve bill board

  • 3. External: eye tracking to improve bill board

  • 3. External: eye tracking for bill board: result

  • 3. External: eye tracking for bill board (result)

    =

    = 104%

    -21%

  • 3. External: facial coding advertising & publicity

    centerforbodylanguage.com

  • 3. Internal: how it works

    Neurensics

  • 3. Internal: which cover will sell best?

    Neurensics

  • 3. Internal: which cover will sell best?

    Neurensics

  • 3. Internal: results questionnaire

    Neurensics

  • 3. Input/output: eBay cuts cost lead with 50%

    Input multi variables:

    4 different banners

    3 different texts

    3 search categories

    Output day 1: 70 per lead

    Output day 15: 35 per lead

    ?

  • 3. Input/output: eBay cuts cost per lead with 50%

    19

    3735

    51

    31

    40

    33

    28

    68

    64

    60

    29

    26

    42

    23

    31

    9

    -

    500,00

    1.000,00

    1.500,00

    2.000,00

    2.500,00

    3.000,00

    3.500,00

    -

    10,00

    20,00

    30,00

    40,00

    50,00

    60,00

    70,00

    80,00

    Verloop per dag

    Budget

    CPL Kind

    # Coupons Kinderen

    eBay &

  • 3. Input/output: offline effectivity for online shop

    5229

    102071

    1398612190

    22863

    51222

    14132

    7295

    1210

    16307

    22615

    8463

    3,97

    5,22

    3,08

    0,30 0,25 0,25

    5,49

    12,59

    8,73

    0,680,25

    2,65

    -

    2,00

    4,00

    6,00

    8,00

    10,00

    12,00

    14,00

    0

    20000

    40000

    60000

    80000

    100000

    120000

    Syfy 13th SBS6 RTL8 RTL7 RTL4 E! TLCNL Veronica Net5 RTL5 24Kitchen

    CPC TV adverts: Channel 13th highest # Campaign Visits at high CPC (5,22). Channel RTL 4 has an attractive ratio between # CVs en corresponding CPC.

  • 3. Input/output: customer purchases at 4th visit

    Customer Journey Model

    Pre Buying Phase Buying Phase After Buying Phase

    Vis

    its

    Start

    Customer Journey Purchase Visit before stay Visit after stay

  • 3. Applications: which approach per step

    Anatomy of Seduction

    Step in the

    marketing process

    Neuromarketing

    approach

    EXTERNAL

    Body language Empathic design Eye tracking Facial coding

    Development

    product/market

    combination

    Market approach

    Advertising Publicity

    Market approach

    Transactions Orders

    Customer

    Relationship

    Management

    X

    X

    X

    X

    -

    -

    X

    X

    X (personal sales)

    -

    -

    -

    X (personal sales)

    -

    -

    -

    - (except: DM)

    - (except: DRA)

    X

    X BLACK BOX

    Input/output model

    INTERNAL

    EEG fMRI

    X

    X

    X

    X

    -

    -

    -

    -

  • 1. Just a little bit about the brain

    2. Three brain approaches and four

    stages of commercial processes

    3. Applications

    4. Golden brain rules to bring home

  • 4. Golden brain rules to bring home

    Which decisions can you make today with

    a decision system from ancient times?

    WARNING! Gut feeling is hazardous.

    Its your decision system of one million years ago.

  • 4. Golden brain rules to bring home

    And which ones definitely not?

    WARNING! Gut feeling is hazardous.

    Its your decision system of one million years ago.

  • 1. Professional marketeers:

    be aware of your own preferences

  • 2. The brain is fond of games.

  • Brueghel (1560)

    ....and has been for ages 2.

  • 3. You buy more from people you like

  • 4. What do Copernicus, Darwin and

    neuroscientists have in common?

  • So who is in power? The Google/Apple/Facebook-country: 5.

    The consumer has no say at all

  • So who is in power? 5.

  • Anatomy of Seduction conclusions:

    - Old brain has more power than new brain likes to admit

    - You can look at the brain from the inside, outside, and by