Roger Dooley: Neuromarketing applied to online marketing

On April 20, 2013
Roger Dooley

Roger Dooley

The second Neuromarketing World Forum 2013 (Sao Paulo) gathered over 200 delegates from 22 diferent countries that share a passion for this field.

Thanks to Neuromarketing Science & Business Association (NMSBA), this is the 1st released video material of this year’s forum. So you can find below the video of Roger Dooley (author of Brainfluence, blogger at neurosciencemarketing.com) on Neuromarketing applied to online marketing:

Roger Dooley  provided many examples of how we can better understand online consumer decision patterns in order to market directly to his brain. He stated that most marketing waste goes to launching new products (95%), direct mail (98%), sales e-mails (98%), sales calls (93%) and large branding campaigns (50%), so his mission is to cut this waste by bringing neuromarketing. He then presented certain principles that may improve consumers reactions in online:

  • use metaphors to change minds and create effective communication
  • tell stories in order to engage the reader’s brain and use consumers’ stories (testimonials) in order to create a strong relationship between your product and your reader
  • use story testimonials for maximum impact and memorability
  • put your customer in the ad
  • avoid using many advectives (as they can make your material less social sharing) unless they are vivid, sensory, emotional/nostalgic, specific and branded (in order to impact sales)
  • social personalization has a high impact for online users – the Doppelganger Effect activates mirror neurons by making users envision themselves using your product; for example, use your customers’ profile pictures / hobbies / pets / etc. and insert them in an ad, while they surf your website, in order to activate mirror neurons
  • use baby images to atract and focus attention
  • rudeness may bring revenge, so a sincere apology may save your brand and cancel negative comments.
  • a photo of an attractive woman equals -4% loan interest rate
  • use scarcity to make your offer more attractive – if a product or service won’t be available in the near future, consumers will take action and use / buy it now; using decreasing availability may even increase this effect

At the end, Roger Dooley emphasized that change is constant and accelerating and the one thing that doesn’t change despite all the advancements in technology and media is the human brain.

Roger Dooley and Monica Bercea

with Roger Dooley

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