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A recap of my first trip to SXSW. I presented this to my team back at my $largecompany to share the insights I gained from attending. Credit: The majority of this content comes from other people, who are credited in the slides.
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Trends in Marketing & Advertising 2010
the mind is 95% subconscious
http://www.flickr.com/photos/9400309@N03/2846446982/
simply put:we have very little understanding of our own wants
http://www.justdesktopwallpapers.com/images/filmstv/simpsons/1280/homer-simpson-wallpaper-brain.jpg
choice can be demotivating
http://civileats.com/wp-content/uploads//jam_jars.jpg
Jams6 24
Approach 40% 60%
# Try 1.38 1.5
Buy 30% 3%
Dan Ariel, Predictably IrrationalIyengar, Lepper (2000)
decoy products
Dan Ariel, Predictably Irrational
16%
0%
84%
Dan Ariel, Predictably Irrational
16%
0%
84%
68%
32%
Dan Ariel, Predictably Irrational
in reacting we are more similar
in reacting we are more similarin expressing we are more dissimilar
in reacting we are more similarin expressing we are more dissimilar
Neuromarketing
there is no language to express what people truly love
neuromarketingisn’t new principles in science
http://www.idsnews.com/news//mfiles/photos/0000-02-1190485149.jpg
neuromarketingisn’t new principles in scienceit’s new attributes that we couldn’t previously express
http://www.idsnews.com/news//mfiles/photos/0000-02-1190485149.jpg
emotionis necessary forreason
http://www.flickr.com/photos/13612801@N03/3693541798/
brains pay attention to what brainscare about, not necessarily whatthe conscious mind cares about.
Stephen Anderson
brains pay attention to what brainscare about, not necessarily whatthe conscious mind cares about.
Stephen Anderson
Q: What does the mind care about?
Stephen Anderson
» Surprise, novelty, the unexpected
Q: What does the mind care about?
brains pay attention to what brainscare about, not necessarily whatthe conscious mind cares about.
Stephen Anderson
» Surprise, novelty, the unexpected» Fun, playfulness, humor
Q: What does the mind care about?
brains pay attention to what brainscare about, not necessarily whatthe conscious mind cares about.
Stephen Anderson
» Surprise, novelty, the unexpected» Fun, playfulness, humor» Varying visuals
Q: What does the mind care about?
brains pay attention to what brainscare about, not necessarily whatthe conscious mind cares about.
Tempting your Customers
http://johnnyholland.org/wp-content/uploads/cpk-card-curiosity1.jpg
Playing hard to get
Playful Language
game mechanics
Stephen Anderson, Seductive Interactions @ SXSW 2010
Stephen Anderson, Seductive Interactions @ SXSW 2010
Stephen Anderson, Seductive Interactions @ SXSW 2010
Stephen Anderson, Seductive Interactions @ SXSW 2010
Stephen Anderson, Seductive Interactions @ SXSW 2010
Stephen Anderson, Seductive Interactions @ SXSW 2010
user-centeredadvertising
http://blog.misprintt.net/wp-content/uploads/2007/10/banner_ads.jpg
the basic idea:do what you do every day and brands should support that
PremiumAd Networks
As publishing channels evolve, success metrics will become more varied
http://blog.flurry.com/?month=2&year=2010
http://blog.flurry.com/?month=2&year=2010
So now what?
GREAT ONLINEEXPERIENCE
That was fun!
Stephen Anderson, Seductive Interactions @ SXSW 2010
GREAT ONLINEEXPERIENCE
(REVERSE ENGINEERING)
Hmm... WHY was that fun?That was fun!
Stephen Anderson, Seductive Interactions @ SXSW 2010
GREAT ONLINEEXPERIENCE
(REVERSE ENGINEERING)
Hmm... WHY was that fun?That was fun! Aha!
Stephen Anderson, Seductive Interactions @ SXSW 2010
GREAT ONLINEEXPERIENCE
(REVERSE ENGINEERING)
Hmm... WHY was that fun? Aha!That was fun!
>
humanpsychology
human
psycho
logy
human
psychology
human
psycho
logy
human
psychology
USEFUL TOOLS FOR CREATING...
human
psychology
Stephen Anderson, Seductive Interactions @ SXSW 2010
???
???
???
PERSUASION, CHOICE, INFLUENCE
GAME MECHANICS
COGNITIVE SEDUCTION:FUN, HUMOR, PLAYFULNESS,
SURPRISE,
??? SOCIAL PSYCHOLOGY / SOCIAL DESIGN
Stephen Anderson, Seductive Interactions @ SXSW 2010
