Persuasion eats advertising for breakfast - #Marcom14

•

2 likes•2,120 views

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?

Business Travel Technology

PERSUASIONEATS
ADVERTISINGFOR
BREAKFASTexplorationofthefutureofadvertising

THESALESFUNNELISDEAD
Digitalisarevolutioninchoiceandbuyingbehavior,notinmedia
Thatepic
McKinsey
slide

TAKE-AWAYOFTHISPRESENTATION:
!
Thevalueanagencyrepresentsisnotcreativityorcreativecommunications,buttheknow-
howofinﬂuencingchoiceandbuyingbehavior.Thereforeagenciesneedtoworkwithallthe
ingredientsofthebusinessmodel:thewayaproductfeels,thewaywefuelconsumer
excitementandWord-of-Mouthandthewayweimprovetheconversionpathingeneral.Oneof
themostinterestingquestionstodayforagencieswillbecome:canweberelevantinthe
absenceofamediabudget?

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
CREATIVECOMMUNICATION
VERSUS
BEHAVIORALDESIGN

BJFOGGBEHAVIORALDESIGNMODEL
Persuasionisputtingahottriggeronthepathofhighlymotivated

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
WEASADVERTISINGINDUSTRY
TENDTOOVEREVALUATETHE
ROLEOFMOTIVATIONIN
CHANGINGANDINFLUENCING
BEHAVIOR

ABILITY
ThetrulydisruptivepowerofAmazonis note-commerceassuch,
butwindowshoppingandsame-daydelivery

BEHAVIORALDESIGNFORDAILYLIFE
Triggerbehavior,takeawaybarriersormakebehaviormorediﬃcult

SUE’SOWN
LINGERIEIMPERIUMFailingforward,thehardway
Abilityturnedouttobethekilleridea

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
IT’SNOTABOUTBIGIDEAS,
IT’SABOUTSMALLIDEAS.
SWEATTHESMALLSTUFFRORYSUTHERLAND

PLAYWITHTHECIALDINIPRINCIPLES
Socialproof,authority,reciprocity,scarcity,liking

LITTLEBIGDETAILS
Designforexcitementandforsharing

GETMANIACALABOUTPERSUASIONDESIGN
Peoplecanonlyunderstandrelativevalue,notabsolute.
Anchoringisprobablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
BUSINESSIDEASFROMTHE
LEASTEXPECTEDANGLESAND
PLAYERSWILLDISRUPTYOUR
BUSINESSFASTERTHAN
ADVERTISINGCANSAVEITREIINAMOTO,AKQA

DISRUPTIVESTART-UPSAREHIGHLYPERSUASIVE
ThereasonAirBnBsucceededwasbecausetheyhadbetterdesignedaround
barriersandboostersandsolvedtheproblemmoreelegantly

BUILDSMARTSERVICESINTHEPRODUCT
Persuasivetechnologies

BEHAVIORISTHENEWBRANDING
andﬁltersarethenewbrandbuilding

DISRUPTINGTHEINTERNETOFWITHTHINGS
VS
Link
Themakermovementistoproductionwhat
bloggingwastothepublishingindustry

“THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL,
NOTTECHNOLOGICAL”
RorySutherland,TedxAmsterdam

BUSINESSMODELS FORTHENETWORKEDWORLD
www.Paybacksweater.com BaconSprinkelsonKickstarter
Conversationisdesignedintotheproduct

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
DESIGNFORCONVERSIONIS
INCREDIBLYSEXY
WESHOULDBEOBSESSED
WITHSMARTIDEASINSTEADOF
ORIGINALIDEAS(GOAHEADANDTWEETTHIS)

THEPERSUASIONAND
CONVERSIONGAME
Inthedigitalera,thegameisallabout
developingaudiencesthroughcontent
convertingthoseaudiencesintocontactand
triggeringthosecontactintosalesthrough
persuasiveoﬀers.Everyoneisdoomedto
playthisgame

IT’SNOTTHEWEBSITE,IT’STHEOBJECT
90%ofallshoppingishappeningoutsidethewebsite.

Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved
THREEAREAS
YOUNEEDTO
MASTERTODAYCONCLUSION

1.BEHAVIORALDESIGN
Behavioraleconomics,persuasiondesign,…

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.GAMEDESIGN
Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning
interestingchoices(SebastianDeterding)

Executingthestrategyandachievingfailure
versusexperimenting,optimizinganddiscoveringthebusinessmodel
“What diﬀerentiates digital thinking CMOs
from their analog colleagues  
is aggressive experimentation”

sue.am/18VGURy
3.LEANSTART-UP

FounderandCreativeDirectorofSUEAmsterdam
Agencyforsmartcampaigning
!
Itweet @
IspokeatTEDX:http://sue.am/tom_at_tedx
Myslitomdebruyne
Youcanmailme:tom@sueamsterdam.com
Orgooldschoolonme:+31655360771desharesarehere:http://sue.am/
tdb_slides
Ico-foundedthelingeriewebshopwww.Salondesir.com
IwritecolumnsforTijdschrijftvoorMarketing
!
ThesecretsofpersuasionandotherinterestingstuﬀinSUE’sbi-weekly„a
mailnamedSUE”.Subscribeatwww.sueamsterdam.com
!
TOMDEBRUYNE

Similar to Persuasion eats advertising for breakfast - #Marcom14

Openbar 6 - Leuven - Growth Marketing - &KOOOpenbar

How to Select the Right Influencer For Your BusinessBryan Moll

Beyond the Hype - On Branded Content as a Serious Marketing ToolNiels Vrijhoeven

#Fai ls and content marketingMatthew Yeomans

Contagion - The Evolution of Social 12.5.16Contagion

Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer JourneyPieter Jongerius

WAVEMAKER AT DMEXCO18 RECAPWavemaker GmbH

Cases ktcGuido van Glabbeek

The Techno-Human FutureBaldwin Berges

NATIVE VML Trends Report May 2016 VML South Africa

Adult turnkey business opportunities! make millionsSteve Smith

Credentials Presentation | by e-actAlexandra Gugleva

Marketing and Insights - are we ready for tomorrow? ARF 2015Stan Sthanunathan

Ambient AdvertisingMeenaskhi Gaur

Intrapreneurship Conference Barcelona 2013 - Keynote - Philippe MédaINNOVATION COPILOTS

BASICBUZZ What We Do-Our Services.pdfBASICBUZZ CREATIVE DIGITAL AGENCY

Creative Disruption - A Visual RésuméThomas Fiehn

Mic2015 MeMo2 Marcel VogelsSanoma

Connecting The Dots: Building Your Brand Across ChannelsVictoria Young

8 slides that kept me goingNiels Dortland

Similar to Persuasion eats advertising for breakfast - #Marcom14 (20)

Openbar 6 - Leuven - Growth Marketing - &KOO

How to Select the Right Influencer For Your Business

Beyond the Hype - On Branded Content as a Serious Marketing Tool

#Fai ls and content marketing

Contagion - The Evolution of Social 12.5.16

Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey

WAVEMAKER AT DMEXCO18 RECAP

Cases ktc

The Techno-Human Future

NATIVE VML Trends Report May 2016

Adult turnkey business opportunities! make millions

Credentials Presentation | by e-act

Marketing and Insights - are we ready for tomorrow? ARF 2015

Ambient Advertising

Intrapreneurship Conference Barcelona 2013 - Keynote - Philippe Méda

BASICBUZZ What We Do-Our Services.pdf

Creative Disruption - A Visual Résumé

Mic2015 MeMo2 Marcel Vogels

Connecting The Dots: Building Your Brand Across Channels

8 slides that kept me going

Recently uploaded

APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua

8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044

8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCRashishs7044

Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan

Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Servicecallgirls2057

FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066

2024 Numerator Consumer Study of Cannabis UsageNeil Kimberley

Flow Your Strategy at Flight Levels Day 2024Kirill Klimov

Innovation Conference 5th March 2024.pdfrichard876048

Japan IT Week 2024 Brochure by 47Billion (English)Data Analytics Company - 47Billion Inc.

MAHA Global and IPR: Do Actions Speak Louder Than Words?Olivia Kresic

Memorándum de Entendimiento (MoU) entre Codelco y SQMVoces Mineras

Future Of Sample Report 2024 | Redacted VersionMintel Group

8447779800, Low rate Call girls in Shivaji Enclave Delhi NCRashishs7044

Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras

Islamabad Escorts | Call 03070433345 | Escort Service in IslamabadAyesha Khan

Intro to BCG's Carbon Emissions Benchmark_vF.pdfpollardmorgan

Call Us ➥9319373153▻Call Girls In North GoaCall girls in Goa, +91 9319373153 Escort Service in North Goa

Market Sizes Sample Report - 2024 EditionMintel Group

Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...ictsugar

Recently uploaded (20)

APRIL2024_UKRAINE_xml_0000000000000 .pdf

8447779800, Low rate Call girls in Uttam Nagar Delhi NCR

8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR

Independent Call Girls Andheri Nightlaila 9967584737

Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service

FULL ENJOY Call girls in Paharganj Delhi | 8377087607

2024 Numerator Consumer Study of Cannabis Usage

Flow Your Strategy at Flight Levels Day 2024

Innovation Conference 5th March 2024.pdf

Japan IT Week 2024 Brochure by 47Billion (English)

MAHA Global and IPR: Do Actions Speak Louder Than Words?

Memorándum de Entendimiento (MoU) entre Codelco y SQM

Future Of Sample Report 2024 | Redacted Version

8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR

Traction part 2 - EOS Model JAX Bridges.

Islamabad Escorts | Call 03070433345 | Escort Service in Islamabad

Intro to BCG's Carbon Emissions Benchmark_vF.pdf

Call Us ➥9319373153▻Call Girls In North Goa

Market Sizes Sample Report - 2024 Edition

Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...

Persuasion eats advertising for breakfast - #Marcom14

1. PERSUASIONEATS ADVERTISINGFOR BREAKFASTexplorationofthefutureofadvertising

2. THESALESFUNNELISDEAD Digitalisarevolutioninchoiceandbuyingbehavior,notinmedia Thatepic McKinsey slide

3. TAKE-AWAYOFTHISPRESENTATION: ! Thevalueanagencyrepresentsisnotcreativityorcreativecommunications,buttheknow- howofinﬂuencingchoiceandbuyingbehavior.Thereforeagenciesneedtoworkwithallthe ingredientsofthebusinessmodel:thewayaproductfeels,thewaywefuelconsumer excitementandWord-of-Mouthandthewayweimprovetheconversionpathingeneral.Oneof themostinterestingquestionstodayforagencieswillbecome:canweberelevantinthe absenceofamediabudget?

4. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved CREATIVECOMMUNICATION VERSUS BEHAVIORALDESIGN

5. BJFOGGBEHAVIORALDESIGNMODEL Persuasionisputtingahottriggeronthepathofhighlymotivated

6. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved WEASADVERTISINGINDUSTRY TENDTOOVEREVALUATETHE ROLEOFMOTIVATIONIN CHANGINGANDINFLUENCING BEHAVIOR

7. ABILITY ThetrulydisruptivepowerofAmazonis note-commerceassuch, butwindowshoppingandsame-daydelivery

8. BEHAVIORALDESIGNFORDAILYLIFE Triggerbehavior,takeawaybarriersormakebehaviormorediﬃcult

9. BEHAVIORALDESIGNFORDAILYLIFE Triggerbehavior,takeawaybarriersormakebehaviormorediﬃcult

10. SUE’SOWN LINGERIEIMPERIUMFailingforward,thehardway Abilityturnedouttobethekilleridea

11. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved IT’SNOTABOUTBIGIDEAS, IT’SABOUTSMALLIDEAS. SWEATTHESMALLSTUFFRORYSUTHERLAND

12. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking

13. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking

14. PLAYWITHTHECIALDINIPRINCIPLES Socialproof,authority,reciprocity,scarcity,liking

15. LITTLEBIGDETAILS Designforexcitementandforsharing

16. GETMANIACALABOUTPERSUASIONDESIGN Peoplecanonlyunderstandrelativevalue,notabsolute. Anchoringisprobablythemostevilforceintodayseconomics(e.g.McDonalds2.3millionclaim)

17. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved BUSINESSIDEASFROMTHE LEASTEXPECTEDANGLESAND PLAYERSWILLDISRUPTYOUR BUSINESSFASTERTHAN ADVERTISINGCANSAVEITREIINAMOTO,AKQA

18. DISRUPTIVESTART-UPSAREHIGHLYPERSUASIVE ThereasonAirBnBsucceededwasbecausetheyhadbetterdesignedaround barriersandboostersandsolvedtheproblemmoreelegantly

19. BUILDSMARTSERVICESINTHEPRODUCT Persuasivetechnologies

20. BEHAVIORISTHENEWBRANDING andﬁltersarethenewbrandbuilding

21. DISRUPTINGTHEINTERNETOFWITHTHINGS VS Link Themakermovementistoproductionwhat bloggingwastothepublishingindustry

22. VS Link

23. “THENEXTREVOLUTIONWILLBEPSYCHOLOGICAL, NOTTECHNOLOGICAL” RorySutherland,TedxAmsterdam

24. BUSINESSMODELS FORTHENETWORKEDWORLD www.Paybacksweater.com BaconSprinkelsonKickstarter Conversationisdesignedintotheproduct

25. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved DESIGNFORCONVERSIONIS INCREDIBLYSEXY WESHOULDBEOBSESSED WITHSMARTIDEASINSTEADOF ORIGINALIDEAS(GOAHEADANDTWEETTHIS)

26. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoﬀers.Everyoneisdoomedto playthisgame

27. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoﬀers.Everyoneisdoomedto playthisgame

28. THEPERSUASIONAND CONVERSIONGAME Inthedigitalera,thegameisallabout developingaudiencesthroughcontent convertingthoseaudiencesintocontactand triggeringthosecontactintosalesthrough persuasiveoﬀers.Everyoneisdoomedto playthisgame

29. IT’SNOTTHEWEBSITE,IT’STHEOBJECT 90%ofallshoppingishappeningoutsidethewebsite.

30. TACTICSISTHENEWCREATIVE

31. Koestraat 5b 1012 BW Amsterdam www.sueamsterdam.com all copyrights reserved THREEAREAS YOUNEEDTO MASTERTODAYCONCLUSION

32. 1.BEHAVIORALDESIGN Behavioraleconomics,persuasiondesign,…

33. 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.GAMEDESIGN Gamedesignisnotaboutfun.It’saboutdesigningbehavioranddesigning interestingchoices(SebastianDeterding)

34. Executingthestrategyandachievingfailure versusexperimenting,optimizinganddiscoveringthebusinessmodel “What diﬀerentiates digital thinking CMOs from their analog colleagues   is aggressive experimentation” sue.am/18VGURy 3.LEANSTART-UP

35. FounderandCreativeDirectorofSUEAmsterdam Agencyforsmartcampaigning ! Itweet @ IspokeatTEDX:http://sue.am/tom_at_tedx Myslitomdebruyne Youcanmailme:tom@sueamsterdam.com Orgooldschoolonme:+31655360771desharesarehere:http://sue.am/ tdb_slides Ico-foundedthelingeriewebshopwww.Salondesir.com IwritecolumnsforTijdschrijftvoorMarketing ! ThesecretsofpersuasionandotherinterestingstuﬀinSUE’sbi-weekly„a mailnamedSUE”.Subscribeatwww.sueamsterdam.com ! TOMDEBRUYNE