11. 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
12. Two Reasons to Use Neuromarketing
1.) More efficient Cost-Benefit Trade-off
2.) Accurate expression of previously hidden preferences
13. 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)
14.
15. How Neuromarketing Works
(the translated explanation )
Stimulus
Thought
Revised Marketing Campaigns
Interpretation
16. 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
17. How to Use Neuromarketing
http://duke.edu/~dandan/Papers/neuromarketing.pdf
18. 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
20. 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
21. 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
22. Companies Using Neuromarketing Now
• Daimler Chrysler
• Sports cars = “rewards
center”
• Also lit up facial recognition
areas
• Headlights like eyes?
23. 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
25. 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
26. Stumbling Blocks (Old School)
• NIMBY (Not In My BackYard)
• As with any innovation, people are slow to
adapt methods that are not 100% proven
27. 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
28. Different Applications
• Entertainment: Movies
• Design: Websites
• Political Candidates: Electoral campaigns
• Product Packaging
• Product distribution
• Architecture: Rent prices
29. 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
36. 68% of new media users feel better served when
they can have a conversation with your brand.
2009 Cone Consumer New Media
Study
37. Passports Embassies 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.
38. 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.
43. What, When, Where, What the..
New TV or Separate Box
Hardware or Software
New Platform
All your old friends
Chrome
Android
Flash 10.1
44. 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
45. Demographics
Program
Keywords
Placement
Times
Networks
How to Target
47. 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
48. 2.) Old News
Apple, despite brand loyalty for their
products, failed
New release for Round 2
Notice
prominent logo
placement
49. 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
50. 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.”
51. 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
52. 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?
53. ITʼS
Not About TV
ABOUT
Not About Advertising Dollars
GOOGLE
About a Monopoly on Mobile
DOMINATION
About Consolidating Power
63. Smartphone revolution
Mobile Search is the only search
http://www.textually.org/picturephoning/archives/cat_how_people_and_businesses_are_using_cameraphones.htm
67. 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
68. How?
IP
address
Emails
Emails sent
Chats
received
Sites Search Text from
you’ve History
emails
visited
