your body can't lie: what we can learn from physiological responses to digital marketing
TRANSCRIPT
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Your Body Can't Lie: What We Can Learn from Physiological Responses to Digital Marketing
Brandon H. Nutting, Ph.D.
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Age of Quantification
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But…• These are mostly just behaviors –
behavior can be irrational!• What if we could introduce “human”
things into the data set?
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The Heart?• Can the heart reliably tell us
anything?• Yes!• Psychologist and more recently,
media scholars have been working on this for years!
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The Heart• Attention – short and long• Short attention – heart slows down
(something changed in the environment)
• Long attention = heart rate speeds up - thinking!
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The Heart• Emotion – Positive or negative• The heart is controlled by two areas
of the nervous system• In general:• speed up = positive• Slow down = negative
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Ok…• That it an interesting tidbit of
knowledge but we are here to talk about digital marketing…
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Digital Marketing• “I am wasting half of my advertising
dollars I am just not sure which half” - John Wanamaker (maybe)
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Digital Marketing• The biggest asset to digital
marketing is an increase in the ways we can measure
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Emotion• Can we measure emotion?• Why would we want to measure
emotion?
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Sure• I like Target• I like this conference• I like Brandon Nutting• Strongly Agree, Agree, Neutral,
Disagree, Strongly Disagree
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Marketing Today• It is absolutely about building a
connection with a brand• Social media is not a selling platform
– public relations platform• Branding!
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Branding• We develop and emotional
connection to some brands – like people
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Emotion• Kevin Roberts Author of Lovemarks
said: “I am looking for research that counts the beats of your heart rather than the fingers of your hand” (Roberts 2005 p. 179)
• A study is born: Love Is in the Heart: Physiological Responding to Preferred Brands
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Emotion• Viewed 34 Brand Logos for 6 seconds
each – limited to focus on short attention
• Psychophysiological data was collected- Heart Rate
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Sustained Interest
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That’s great but…• Not all of us have a lab and this kind
of expertise!• Plug: We accept grants and do
contract research• BUT!
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But…• Physiological measures are already in
your home!• Recall these “fit” bands are taking it
in real time!• Also, we have other options to avoid
our strongly agree problem
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Heart Rate• A python application that detects and
highlights the heart-rate of an individual (using only their own webcam) in real-time.
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Eye Tracking• A company called Xlabs uses a web
came to put together eye-tracking data.
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Eye Tracking• Recently acquired by Facebook
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Summary• Even though most are still trying to
figure out how to use all of this data-we are moving on to even more
• Measurement is key! I like feeling confident.
• Finally – the new technology is very cool!
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Final Plug• Follow me on Twitter @NuttingBH• Connect with me on LinkedIn• I teach Social Media Marketing and
Internet Marketing at USD• Email: [email protected]