Irrational-The Digital Psychology and NeuroMarketing Webinar

6d8bf4c6e4757a8fa79a319431ed86ab?s=47 DC
September 24, 2020

Irrational-The Digital Psychology and NeuroMarketing Webinar

In this webinar we talk about the irrational customer and talk about the various ways we try to influence them.

6d8bf4c6e4757a8fa79a319431ed86ab?s=128

DC

September 24, 2020
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Transcript

  1. Webinar Irrational Digital Psychology, Persuasion and NeuroMarketing Bootcamp

  2. Tell me where you are dialing from! How is the

    weather right now in your city?
  3. Digital Psychology, Persuasion & NeuroMarketing Bootcamp 4 weekends (10 hrs)

    at the cutting edge of marketing Neil Montes ex Data Commune, SAS Institute, PayPal & more Increase sales with the
  4. Examples & Cases from.... among others

  5. Training includes Exercise Worksheets Psychological Audit Kit Emotion Test Kits

    Digital Psychology Guide
  6. Training also includes Analysis Checkists Certification Wireframe Practice Sheets

  7. https://bit.ly/3hi5hPe https://insider.in/digital-psychology-persuasion-and-neuromarketing-course-convert-more-customers- sep26-2020/event

  8. What Why How

  9. What Why How

  10. None
  11. Coca Cola

  12. How do you compete? Logical vs Psychological

  13. How do you compete? Tastes like crap (as per blind

    tests) 5 times pricier Has a weird name
  14. How do you compete? Tastes like crap (as per blind

    tests) 5 times pricier Has a weird name
  15. Why?

  16. It does give you wings. More adventurous, risk taking and

    more sexually active. Blind tests show
  17. Don't worry They own happiness and joy.

  18. But they forget who they are sometimes.

  19. Then there is

  20. They own recovery, medicine, anti-germ, clean

  21. They also own a familiar pain that means something is

    happening.
  22. Savlon when it launched

  23. Flopped because they improved it. Removed the pain

  24. They had to come back with a stronger formula, and

    be more mediciney
  25. Marketing design (or ux) features benefits usp

  26. Psychology Marketing rewards incentives emotional response trust connection design (or

    ux) features benefits usp
  27. Psychology Neuroscience Marketing rewards incentives emotional response trust connection design

    (or ux) features benefits usp dopamine/cortisol hormones fight/flight reaction? reward triggers
  28. The priciples of the human brain are at the very

    core of every business model At least every disruption
  29. How easy is it to order a taxi? That Uber

    Moment That feeling
  30. How easy is it to order a taxi? That Uber

    Moment That feeling
  31. When you get your order the next day. That Amazon

    Moment That feeling
  32. When you get your order the next day. That Amazon

    Moment That feeling
  33. None
  34. Intuitive Analytical

  35. The Most Persuasive Website In The World

  36. Booking.com

  37. Booking.com System 2 Rational, Conscious Thought

  38. Booking.com Search Compare

  39. Booking.com Select Decide

  40. Booking.com Experience Review

  41. Booking.com System 1 Irrational, Unconscious Thought

  42. Booking.com Social Experience Pleasure Fear (bad exp, fomo) Emotions Memory

  43. Scarcity Desire to have things that are rare

  44. Scarcity Desire to have things that are rare

  45. Authority Desire to follow experts

  46. Social Proof Desire to follow the lead of others

  47. Social Proof Desire to follow the lead of others

  48. Consistency Desire to be consistent to what you have said

    and done
  49. Similarity Tendency to like similar others

  50. Booking.com Scarcity Authority Social Proof Consistency Similarity

  51. Ketto Guilt, Trust and Altruism

  52. Ketto Guilt, Trust and Altruism

  53. Ketto Guilt, Trust and Altruism

  54. Ketto Guilt, Trust and Altruism

  55. Brain Fundamentals

  56. None
  57. Brain Stem (Old Brain) Controls a lot of automatic functions,

    („autopilot“), breathing, blood pressure, heart beat, motor control, etc
  58. Cerebellum (Little Brain) Motor Control, automatic behavior, 200 x more

    powerful nerve connection System 1 according to Daniel Kahneman
  59. Limbic System (Mid Brain) Emotion, Motivation, Behavior, Drive, Addiction, produces

    endorphines Thalamus, Hypothalamus, Corpus callosum, Amygdala, etc System 1 according to Daniel Kahneman
  60. Cerebral Cortex (New Brain) Needs most of the energy, Perception,

    cognition, thought, language, real calculation and doing the math only 2-5 mm (1/4“) of the brain surface System 2 - according to Daniel Kahneman
  61. Cerebral Cortex (New Brain) Limbic System (Mid Brain) Cerebellum (Little

    Brain) Brain Stem (Old Brain)
  62. None
  63. Audience System 1 Marketers System 2

  64. Audience System 1 Marketers System 2

  65. Audience System 1 Marketers System 2

  66. Framing

  67. Take only 5 seconds Calculate and write down a number

  68. Take only 5 seconds 1x2x3x4x5x6x7x8

  69. Take only 5 seconds Was it between 100 & 900?

  70. 1x2x3x4x5x6x7x8 or 8x7x6x5x4x3x2x1

  71. Median Estimate 1x2x3x4x5x6x7x8 8x7x6x5x4x3x2x1 512 2250

  72. The real answer 1x2x3x4x5x6x7x8 8x7x6x5x4x3x2x1 512 2250 40,320

  73. The real answer 40,320

  74. Anchoring

  75. Anchoring

  76. Memory "Experience is a stream. Memory is a collection of

    snapshots."
  77. Peak End Effect

  78. How patients remembered pain: as an average of the peak

    and end moments.
  79. Oberoi Hotels

  80. Dessert focus

  81. Checkout focus

  82. Mailchimp-End in positive note

  83. Duolingo uses its cartoon mascot to encourage users throughout the

    learning process. Here the app congratulates users for answering 10 questions correctly.
  84. Goal Gradient Effect

  85. Push it with fake progress

  86. Linkedin

  87. The closer your Uber gets to you, the faster the

    time seems to pass.
  88. Ketto

  89. Digital Psychology, Persuasion & NeuroMarketing Bootcamp 4 weekends (10 hrs)

    at the cutting edge of marketing Neil Montes ex Data Commune, SAS Institute, PayPal & more Increase sales with the
  90. Examples & Cases from.... among others

  91. Training includes Exercise Worksheets Psychological Audit Kit Emotion Test Kits

    Digital Psychology Guide
  92. Training also includes Analysis Checkists Certification Wireframe Practice Sheets

  93. https://bit.ly/3hi5hPe https://insider.in/digital-psychology-persuasion-and-neuromarketing-course-convert-more-customers- sep26-2020/event

  94. Pricing Effect

  95. Panasonic $109 $179

  96. Panasonic $109 $179 $199

  97. Panasonic $109 $179 $199 60%

  98. The Goldilocks Effect

  99. Evernote

  100. Decoy Effect

  101. Social Proof

  102. Social Proof

  103. Social Proof

  104. Social Proof

  105. Social Proof

  106. Habits

  107. None
  108. IN SEPTEMBER 2007, 75 students walked into a classroom at

    Stanford. Ten weeks later, they had collectively amassed 16 million users, $1 million dollars in advertising revenue, and a formula that would captivate a generation.
  109. Nir Eyal, the bestselling author of the book, hooked Ed

    Baker, head of growth at both Facebook and Uber Kevin Systrom and Mike Krieger, founders of Instagram Tristan Harris, Google design leader
  110. Behaviour Model Behaviour = Motivators Ability Prompts

  111. B=MAP Low High Hard to do Easy to do Ability

    Motivation
  112. B=MAP Low High Hard to do Easy to do Ability

    Motivation
  113. B=MAP Low High Hard to do Easy to do Ability

    Motivation Action happens here
  114. B=MAP Low High Hard to do Easy to do Ability

    Motivation Action happens here Action doesn't happen here
  115. B=MAP Low High Hard to do Easy to do Ability

    Motivation 1 Buying a new product
  116. B=MAP Low High Hard to do Easy to do Ability

    Motivation 1 2 3 4 5 Buying it regularly
  117. B=MAP Low High Hard to do Easy to do Ability

    Motivation 1 2 3
  118. None
  119. Landing Page Bakery

  120. Design Elements

  121. Design Elements

  122. Design Elements

  123. Design Elements

  124. Design Elements

  125. Design Elements

  126. Design Elements

  127. Design Elements

  128. Pain of Paying

  129. Pain of paying

  130. Pain of Paying

  131. Pain of paying Offer free trials Have a clearly displayed

    refund policy Offer free returns Ask for card details at the end of billing information Avoid currency symbols (or reduce the font size) Provide reassurance by displaying trust symbols
  132. Pain of paying

  133. Digital Psychology, Persuasion & NeuroMarketing Bootcamp 4 weekends (10 hrs)

    at the cutting edge of marketing Neil Montes ex Data Commune, SAS Institute, PayPal & more Increase sales with the
  134. Examples & Cases from.... among others

  135. Training includes Exercise Worksheets Psychological Audit Kit Emotion Test Kits

    Digital Psychology Guide
  136. Training also includes Analysis Checkists Certification Wireframe Practice Sheets

  137. https://bit.ly/3hi5hPe https://insider.in/digital-psychology-persuasion-and-neuromarketing-course-convert-more-customers- sep26-2020/event

  138. Thank You www.datacommune.com