Persuasion eats advertising for breakfast - #Marcom14

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Presentation on how thinking on persuasion design is the way to think about the future of the advertising. The value an agency represents is not creativity or creative communications, but the know-how of influencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and Word-of-Mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we be relevant in the absence of a media budget?

Transcript

  • PERSUASION EATS ADVERTISING FOR

    BREAKFAST exploration of the future of advertising

  • THE SALES FUNNEL IS DEADDigital is a revolution in choice and buying behavior, not in media

    That epic McKinsey

    slide

  • TAKE-AWAY OF THIS PRESENTATION: !The value an agency represents is not creativity or creative communications, but the know-how of influencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and Word-of-Mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we be relevant in the absence of a media budget?

  • Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

    CREATIVE COMMUNICATION VERSUS

    BEHAVIORAL DESIGN

  • BJ FOGG BEHAVIORAL DESIGN MODELPersuasion is putting a hot trigger on the path of highly motivated

  • Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

    WE AS ADVERTISING INDUSTRY TEND TO OVEREVALUATE THE

    ROLE OF MOTIVATION IN CHANGING AND INFLUENCING

    BEHAVIOR

  • ABILITYThe truly disruptive power of Amazon is not e-commerce as such,

    but window shopping and same-day delivery

  • BEHAVIORAL DESIGN FOR DAILY LIFETrigger behavior, take away barriers or make behavior more dicult

  • BEHAVIORAL DESIGN FOR DAILY LIFETrigger behavior, take away barriers or make behavior more dicult

  • SUES OWN LINGERIE IMPERIUM

    Failing forward, the hard way Ability turned out to be the killer idea

  • Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

    ITS NOT ABOUT BIG IDEAS, ITS ABOUT SMALL IDEAS. SWEAT THE SMALL STUFF

    RORY SUTHERLAND

  • PLAY WITH THE CIALDINI PRINCIPLESSocial proof, authority, reciprocity, scarcity, liking

  • PLAY WITH THE CIALDINI PRINCIPLESSocial proof, authority, reciprocity, scarcity, liking

  • PLAY WITH THE CIALDINI PRINCIPLESSocial proof, authority, reciprocity, scarcity, liking

  • LITTLE BIG DETAILS Design for excitement and for sharing

  • GET MANIACAL ABOUT PERSUASION DESIGNPeople can only understand relative value, not absolute.

    Anchoring is probably the most evil force in todays economics (e.g. McDonalds 2.3 million claim)

  • Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

    BUSINESS IDEAS FROM THE LEAST EXPECTED ANGLES AND PLAYERS WILL DISRUPT YOUR

    BUSINESS FASTER THAN ADVERTISING CAN SAVE IT

    REI INAMOTO, AKQA

  • DISRUPTIVE START-UPS ARE HIGHLY PERSUASIVEThe reason AirBnB succeeded was because they had better designed around

    barriers and boosters and solved the problem more elegantly

  • BUILD SMART SERVICES IN THE PRODUCTPersuasive technologies

  • BEHAVIOR IS THE NEW BRANDINGand filters are the new brand building

  • DISRUPTING THE INTERNET OF WITH THINGS

    VSLink

    The maker movement is to production what blogging was to the publishing industry

  • VSLink

  • THE NEXT REVOLUTION WILL BE PSYCHOLOGICAL, NOT TECHNOLOGICAL

    Rory Sutherland, TedxAmsterdam

  • BUSINESS MODELS FOR THE NETWORKED WORLD

    www.Paybacksweater.com Bacon Sprinkels on Kickstarter

    Conversation is designed into the product

  • Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

    DESIGN FOR CONVERSION IS INCREDIBLY SEXY

    WE SHOULD BE OBSESSED WITH SMART IDEAS INSTEAD OF

    ORIGINAL IDEAS (GO AHEAD AND TWEET THIS)

  • THE PERSUASION AND CONVERSION GAMEIn the digital era, the game is all about

    developing audiences through content converting those audiences into contact and

    triggering those contact into sales through persuasive oers. Everyone is doomed to

    play this game

  • THE PERSUASION AND CONVERSION GAMEIn the digital era, the game is all about

    developing audiences through content converting those audiences into contact and

    triggering those contact into sales through persuasive oers. Everyone is doomed to

    play this game

  • THE PERSUASION AND CONVERSION GAMEIn the digital era, the game is all about

    developing audiences through content converting those audiences into contact and

    triggering those contact into sales through persuasive oers. Everyone is doomed to

    play this game

  • ITS NOT THE WEBSITE, ITS THE OBJECT90% of all shopping is happening outside the website.

  • TACTICS IS THE NEW CREATIVE

  • Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved

    THREE AREAS YOU NEED TO

    MASTER TODAY CONCLUSION

  • 1. BEHAVIORAL DESIGNBehavioral economics, persuasion design,

  • http://codingconduct.cc/Don-t-Play-Games-With-Me

    http://www.slideshare.net/dings/pawned-gamification-and-its-discontents

    http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)

    When a game designer looks at a music academy, he sees a broken game design.Compare that to Guitar Hero.

    2. GAME DESIGNGame design is not about fun. Its about designing behavior and designing

    interesting choices (Sebastian Deterding)

  • Executing the strategy and achieving failure versus experimenting, optimizing and discovering the business model

    What dierentiates digital thinking CMOs from their analog colleagues is aggressive experimentation

    sue.am/18VGURy

    3. LEAN START-UP

  • Founder and Creative Director of SUE Amsterdam Agency for smart campaigning !I tweet @ I spoke at TEDX: http://sue.am/tom_at_tedx My slitomdebruyne You can mail me: tom@sueamsterdam.com Or go old school on me: +31 6 553 60 771deshares are here: http://sue.am/tdb_slides I co-founded the lingerie webshop www.Salondesir.com I write columns for Tijdschrijft voor Marketing !The secrets of persuasion and other interesting stu in SUEs bi-weekly a mail named SUE. Subscribe at www.sueamsterdam.com !

    TOM DE BRUYNE