neuromarketing_paul postma
TRANSCRIPT
ANATOMY of SEDUCTION Neuromarketing successfully applied
three approaches to the brain
Paul Postma Marketing Consultancy
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 won’t believe your eyes
Rich people like bargains too
1. Behaviour: you won’t believe your eyes
People with a garden buy just as many garden
products as people without a garden
1. Behaviour: you won’t 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. Don’t 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
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€ -
€ 500,00
€ 1.000,00
€ 1.500,00
€ 2.000,00
€ 2.500,00
€ 3.000,00
€ 3.500,00
€ -
€ 10,00
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€ 30,00
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€ 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
€0,68€0,25
€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 # CV’s 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.
It’s 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.
It’s 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
measuring reactions
- We measure what we could not measure before
- Applications in all steps of the commercial process
- Old and new methods in perspective, all with the same
results:
Managing commercial processes better, faster and more
reliable than ever before.
Some of our clients:
If you happen to read Dutch:
Thank you so much for your attention!
Paul Postma Marketing Consultancy
Edisonbaan 14G, 3439 MN Nieuwegein
[email protected] www.ppmc.nl