Neuroscience and mobile behaviour
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The document discusses the significance of emotional responses and subconscious influences in neuroscience and mobile behavior, emphasizing that effective mobile communication should focus on triggering rather than brand-building. It outlines five key principles: the importance of emotional intensity, personal relevance, and interaction as a magnifier. Overall, it suggests that capturing attention is less effective than creating memorable emotional connections.
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The document discusses the evolving nature of marketing, emphasizing the need to prioritize customer interests over traditional business goals. It highlights the failure of many brands to connect meaningfully with consumers, as evidenced by research showing that many people would not care if a large percentage of brands disappeared. The author advocates for a shift towards cooperation, fragmentation, and experimentation in marketing strategies to better align with modern consumer expectations.Andrew Girdwood, Media Innovations Director, digitasLBi - search, content and...
Andrew Girdwood, Media Innovations Director, digitasLBi - search, content and...ad:tech London
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The document discusses the importance of search, content, and social strategy in publishing, emphasizing outreach and engagement with audiences. It highlights key components such as audiences, newsroom interactions, mutual KPIs, and frameworks for success. The author, Andrew Girdwood, advocates for a publisher mindset in media innovations.Search investment decision making: Sophie Relf, Marketing Director, evenbase
Search investment decision making: Sophie Relf, Marketing Director, evenbasead:tech London
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The document provides guidance on conducting due diligence and market research when expanding a brand into new global markets. Some key points discussed include:
1. Conducting a PESTLE analysis to understand the legal, ethical, and cultural landscape of the target market.
2. Analyzing how the brand name may be perceived differently or have different meanings in other languages and cultures.
3. Determining the brand's positioning as a disruptor, leader, or alternative in the new market and how this affects marketing strategy.
4. Considering resources, communications planning, expertise, and internal capabilities when deciding whether to manage expansion in-house or outsource functions.Dara Nasr, Head of Agency Sales, Twitter
Dara Nasr, Head of Agency Sales, Twitterad:tech London
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The document discusses the significance of Twitter as a platform for real-time engagement and advertising during pivotal moments, emphasizing its role in connecting users and enhancing brand favorability. It highlights statistics such as 3.2 million tweets within 12 hours and a 58% increase in purchase intent when combined with television advertising. The content suggests planning for various types of momentseveryday, live, and connectedto maximize user engagement and brand impact.Ad
Neuroscience and mobile behaviour
- 2. Neuroscience a new frontier
- 3. The subconscious is key
- 4. Brain imaging gives new perspective
- 5. Attention only gets you so far
- 6. What really matters is emotional response
- 7. and what gets into memory
- 8. Memory an example
- 9. So what does all this mean for mobile?
- 10. Five key thoughts about mobile comms Its about triggering, not brand-building1 Its not about shouting loudest2 Emotional intensity helps3 Personal relevance is key4 Interaction is a magnifier5
- 11. Its about triggering, not brand-building1
- 12. Its about triggering, not brand-building
- 13. Its about triggering, not brand-building
- 14. Its about triggering, not brand-building
- 16. Its not about shouting loudest
- 17. Its not about shouting loudest 0 20 40 60 80 Control Explicit Implicit Numberofchoices McDonald's Burger KingThe implicit conditioning of consumer attitudes: Logo substitution effect Rafal K. Ohme: Polish Psychological Bulletin
- 18. Its not about shouting loudest
- 21. Emotional intensity helps 100 165 0 20 40 60 80 100 120 140 160 180 Index Emotional response to the same content tweeted live and later Video originally seen live, retweeted in non-live groups Live video viewed in context
- 24. Personal relevance is key
- 25. Personal relevance is key
- 26. Personal relevance is key
- 28. Interaction is a magnifier
- 29. Interaction is a magnifier 100 129 0 20 40 60 80 100 120 140 Static ads FreeWall速 ads Index Peak level of left long-term memory encoding
- 30. Interaction is a magnifier
- 31. A quick reminder Its about triggering, not brand-building1 Its not about shouting loudest2 Emotional intensity helps3 Personal relevance is key4 Interaction is a magnifier5