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.

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
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
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
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)
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
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
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