Optimising interactive advertising, and marketing

Human Dialogue is a platform that optimises how organisations communicate, based on how people

interpret information, and make decisions

When we formed Human Dialogue, we started researching actual attitudinal and behavioural reactions to communication, by companies, and organisations

This research continues, and we are

especially interested in how communication

effects change in people's opinions, and

what factors effect people's purchasing

behaviour

We appreciate there are copywriters involved that, in many cases, have inherited 'best practice' from the days of broadcast media where people where spoken at by brands, rather than the world we now live in, which demands an approach of speaking with people

Our research is agnostic of media channel, however a critical addition to this reality of interaction, is the personal media channel of mobile

We measure performance on all channels in terms of response. This could be a click, call, opinion change, committed advocacy, or

purchase

Depending on your position in the value chain, the importance of response matters for different reasons

For advertisers, response is a sign of effectiveness

For mobile operators, response

is a sign of acceptance, as a low response rate is an indication of lack of

desire for advertising

In worst cases, this lack of desire

could lead to churn, off brands, off networks and

off platforms, if people don't appreciate, or engage, with the

commercial communication

As we developed our research, we realised that modern day

advertising and marketing copy, caused a myriad

of interesting reactions. We investigated why these reactions

happened, to understand

how they could be addressed

As humans, our decisions are affected by biases we have. These are commonly driven by heuristics

(our information processing shortcuts), motivational factors and social influences

Ultimately, responses to advertising and marketing communication, require a decision to be made

Therefore this science of cognitive psychology, is absolutely vital to understand, and integrate, into the way campaigns are planned, and created

As popularised in a book called 'Nudge', the application

of this discipline is called 'choice architecture'

Just as traditional architects design houses with suitable doors, windows, walls, and floors - choice architects design experiences that

enable people to make the right choices

Common thought is that response rates are driven by showing the right message, at the right time, in the right

place, to the right person

The right time, right place, and right person components, are being addressed by numerous companies

herehere

here

here

So, we are left with addressing

the right message

We discovered this part makes

the most difference of all

The part that prompts people to click, tap, or open the experiences we see in the best

case studies

When you are at the technology end of the value chain, the message part is seemingly looked after by the creative end

However, if the creative teams are not optimising the actual copy to it's full potential, the technology to ensure the communication happens at the right time, in the right place, to the right person, becomes irrelevant

As does the amazing graphical design, and the accelerometer

enabled magic, that modern devices display

All our research has shown that the most critical component of the message, is the applied choice architecture

Common ‘best practice’

does not always include

this way of thinking...as we can see

the assumption that people will

explore

the slightly unbelievable personal testimonial

the brand’s own aspiration, you are meant to believe

although sometimes, it’s perfect

Lets look at this in a bit more detail...

Reactance.

The Objective:

Convince people to join a new mobile ‘VIP Club’ for

access to branded offers and deals

Join the VIP Club

now! Amazing offers, massive

discounts great deals and more. Reply YES to sign up.

The Message:

The Desired Reaction:

The Actual Reaction:

Join the VIP Club

now! Amazing offers, massive

discounts great deals and more! Reply YES to sign up.

The Reasons:

Join the VIP Club

now! Amazing offers, massive

discounts great deals and more! Reply YES to sign up.

The Reasons:

Reactance

Join the VIP Club

now! Amazing offers, massive

discounts great deals and more! Reply YES to sign up.

The Reasons:

Reactance

Source Credibility

Join the VIP Club

now! Amazing offers, massive

discounts great deals and more! Reply YES to sign up.

The Reasons:

Reactance

Source Credibility

Negativity Bias (e.g. hidden costs)

How do we avoid this?

Reactance causes an emotional reaction in direct contradiction to rules, regulations or orders that threaten, or eliminate, specific

behavioural freedoms

Let’s take reactance:

There are various ways to unpick Reactance. One of these is Loss Aversion i.e. people’s tendency to

strongly prefer avoiding losses to acquiring gains. The most effective campaign would utilise and address this fear of loss

The Solution?

Join the VIP Club

now! Amazing offers, massive

discounts great deals and more. Reply YES to sign up.

The original breads Reactance

Be the first to get

special offers

discounts & promotions up to once per day.To join the VIP Club without charge reply

‘more’

Human Dialogue reduces Reactance

Be the first to get

special offers

discounts & promotions up to once per day.To join the VIP Club without charge reply

‘more’

Reduced ReactanceUtilises aversion to loss i.e. I’d prefer to remain first

than to be 2nd, 3rd or last

Be the first to get

special offers

discounts & promotions up to once per day.To join the VIP Club without charge reply

‘more’

Reduced ReactanceUtilises Loss Aversion i.e. I’d

prefer to remain first than to be 2nd, 3rd or last ‘Without charge’

addresses Negativity Bias

about hidden costs

Join the VIP Club now! Amazing offers, massive

discounts great deals and more.

Reply YES to sign up.

Be the first to get

special offers

discounts & promotions up to once per day.To join the VIP Club

without charge reply

‘more’

In Human Dialogue trials, panelists stating they would join the VIP Club, rose by 17.31%, by addressing reactance through Loss Aversion,

and by accounting for likely Negativity Bias

7.69% 25%

SemmelweisReflex.

The Objective:

Convince drivers to use officialbranded dealerships over

cheaper local garages, when servicing their car

The Message:

Our official dealerships are like local dealerships. Upgraded.

The Desired Reaction:

The Actual Reaction:

The Reason:

Semmelweis Reflex

Semmelweis Reflex causes a reflex-like rejection of any new knowledge that contradicts established and entrenched norms,

beliefs, and paradigms

Lets take a look:

There are various ways to unpick the Semmelweis Reflex. One of these is the Distinction Bias i.e. the tendency to view

two options as more dissimilar when evaluating them simultaneously than when evaluating them separately

The Solution?

The original breads Semmelweis Reflex

Our official dealerships are like local dealerships. Upgraded.

Human Dialogue reduces Semmelweis Reflex

Qualified technicians, quality parts, Nectar points, free

roadside assistance and peace of mind  

In case you ever wondered why 1.5 million drivers a year choose official Dealerships

This example presents drivers with a peer validated framework (‘group think’) as distinction, by presenting a list that readers

will then directly compare with their existing garage

Qualified technicians, quality parts, Nectar points, free roadside assistance and peace of mind  

In case you ever wondered why 1.5 million drivers a year choose official dealerships

Our official dealershipsare like local dealerships. Upgraded.

In Human Dialogue trials, we found panelists who would switch from a local garage to a main dealership, rose by 29.4%, when we

addressed the Semmelweis Reflex by activating the Distinction Bias

11.8% 41.2%

There are literally thousands of solution combinations, addressing almost 100 biases that humans have. The examples shown are singular, just showing one reaction and one solution

To date, there has been no service that helps companies navigate the complexity of effective choice architecture

Until now.

At Human Dialogue, we now have an articulate

system to which you submit your planned campaigns, simply by

emailing intended copy

We run the copy through a patent pending, multi-dimensional algorithm, then through a user research panel, finally returning optimised copy back to you

Equally, Human Dialogue can operate as a quality assurance tool, for intended copy to go

into Human Dialogue, and guidance to come back out,

based on what is more, or less, likely to work

In this way, Human Dialogue can be used for all parts of the value chain, even by forward-thinking creatives who are open-minded enough to test

whether their copy is up to par

If you rely on their expertise, you may wish to

suggest they use Human Dialogue, as their copy

plays a large part in determining your success

Currently in advertising and marketing success is often a single digit percentage or less,

assuming you are not using Human Dialogue

Maybe you have a technology that copy goes through. Maybe you have an advertising agency that creates copy, or maybe, you are providing a value added service to others, that involves communication with a user base

If so, Human Dialogue can help in a silent, yet powerful way

In summary, if your company or organisation would like to increase engagement, enhance user experience, drive purchase or reduce risk of churn, Human Dialogue can help

Jonathan MacDonaldDirector - Human Dialogue

jonathan@humandialogue.com

www.humandialogue.com

download this deck from:http://tinyurl.com/66pkg7e