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?
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CREATIVE COMMUNICATION VERSUS
BEHAVIORAL DESIGN
BJ FOGG BEHAVIORAL DESIGN MODELPersuasion is putting a hot trigger on the path of highly motivated
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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 difficult
BEHAVIORAL DESIGN FOR DAILY LIFETrigger behavior, take away barriers or make behavior more difficult
SUE’S OWN LINGERIE IMPERIUM
Failing forward, the hard way Ability turned out to be the killer idea
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IT’S NOT ABOUT BIG IDEAS, IT’S 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)
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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
“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
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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 offers. 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 offers. 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 offers. Everyone is doomed to
play this game
IT’S NOT THE WEBSITE, IT’S THE OBJECT90% of all shopping is happening outside the website.
TACTICS IS THE NEW CREATIVE
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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. It’s about designing behavior and designing
interesting choices (Sebastian Deterding)
Executing the strategy and achieving failure versus experimenting, optimizing and discovering the business model
“What differentiates 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: [email protected] 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 stuff in SUE’s bi-weekly „a mail named SUE”. Subscribe at www.sueamsterdam.com !
TOM DE BRUYNE