The Freaky Future of Digital Marketing - By Craig Boyte
Transcript of The Freaky Future of Digital Marketing - By Craig Boyte
![Page 1: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/1.jpg)
Thank You, Summit Sponsors
![Page 2: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/2.jpg)
Thank You to Our Design Track Sponsor
![Page 3: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/3.jpg)
Wi-Fi Network Information
Network: MIMA 2015
Password: DisruptMIMA2015
![Page 4: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/4.jpg)
THE FREAKY FUTURE OF DIGITAL MARKETING
Craig Boyte, Bluewater
![Page 5: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/5.jpg)
AGENDA• Who is Craig?• When science and marketing meet • Basics• Current research• Examples• Holograms• Where is this going?• Ethics
![Page 6: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/6.jpg)
WHO IS CRAIG?
![Page 7: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/7.jpg)
WHO IS CRAIG?
![Page 8: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/8.jpg)
WHO IS CRAIG?
![Page 9: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/9.jpg)
WHEN SCIENCE + MARKETING MEET
![Page 10: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/10.jpg)
Big Data was so 2015 (or 2014, or 13, or…)
We want into the actual brains of consumers
![Page 11: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/11.jpg)
CONSUMERS…don’t think a lot about what they buy
![Page 12: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/12.jpg)
CONSUMERS…but marketers focus on providing
information
![Page 13: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/13.jpg)
CONSUMERS…don’t pay attention to advertising
![Page 14: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/14.jpg)
CONSUMERS…but marketers try to attract attention at any cost
![Page 15: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/15.jpg)
CONSUMERS…don’t accurately remember our messages
![Page 16: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/16.jpg)
CONSUMERS…but marketers are obsessed with
measuring recall
![Page 17: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/17.jpg)
CONSUMERS…don’t have conscious access to their mental state
![Page 18: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/18.jpg)
CONSUMERS…but marketers continue to ask them what they’re “really” thinking
![Page 19: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/19.jpg)
WHY NEUROMARKETING IS IMPORTANT:
Marketing to the conscious mind only works about 10% of the time
![Page 20: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/20.jpg)
WHAT DOES THIS TELL US?
Marketers are choosing methods that work a fraction of the time
![Page 21: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/21.jpg)
WHAT DO WE NEED TO DO?
![Page 22: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/22.jpg)
GET INTO THE MINDS OF OUR AUDIENCE!
![Page 23: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/23.jpg)
THE BASICS OF YOUR BRAIN
![Page 24: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/24.jpg)
NEW OR “HUMAN” BRAIN
![Page 25: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/25.jpg)
MIDDLE OR “MAMMALIAN” BRAIN
![Page 26: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/26.jpg)
OLD OR “REPTILIAN” BRAIN
![Page 27: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/27.jpg)
WHAT IS NEUROMARKETING?
The practice of using technology to affect and measure brain activity for marketing.
![Page 28: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/28.jpg)
BASICS OF NEUROMARKETINGNeuromarketing looks at ways to influence and measure the middle and old brains
![Page 29: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/29.jpg)
BASICALLY:
![Page 30: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/30.jpg)
![Page 31: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/31.jpg)
BASICS OF NEUROMARKETING• Techniques include:
– fMRI (Functional Magnetic Resonance Imaging)
– SST (Steady State Topography)
– EEG (Electroencephalography)
– Eye Tracking
– Galvanic Skin Response
![Page 32: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/32.jpg)
![Page 33: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/33.jpg)
MARKETERS AND NEUROSCIENTISTS ARE INCREASINGLY WORKING TOGETHER
Harvard Business School
Emory University
Stanford University
![Page 34: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/34.jpg)
![Page 35: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/35.jpg)
HUMAN VALUES
![Page 36: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/36.jpg)
CONSCIOUS AND UNCONSCIOUS VALUES
According to researchers at Adelphi University
![Page 37: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/37.jpg)
CONSCIOUS VALUES ARE:
Helpfulness
![Page 38: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/38.jpg)
CONSCIOUS VALUES ARE:
Choosing Our Own Path
![Page 39: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/39.jpg)
CONSCIOUS VALUES ARE:
Meaning in Life
![Page 40: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/40.jpg)
UNCONSCIOUS VALUES ARE:
Security
according to researchers at Adelphi University
![Page 41: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/41.jpg)
UNCONSCIOUS VALUES ARE:
Honoring Tradition
according to researchers at Adelphi University
![Page 42: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/42.jpg)
UNCONSCIOUS VALUES ARE:
Sexual Fulfillment
![Page 43: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/43.jpg)
THIS ISN'T NEW…
![Page 44: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/44.jpg)
WE’RE STILL DOING IT NOW
![Page 45: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/45.jpg)
NEUROMARKETING IN ACTION
![Page 46: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/46.jpg)
NEUROMARKETING IN ACTION
![Page 47: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/47.jpg)
BRANDS USING BRAIN SCIENCE Frito-Lay studying female brains
Giltor
“Gilt Free”Healthy
![Page 48: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/48.jpg)
BRANDS USING BRAIN SCIENCE
The Weather Channel used EEG, eye-tracking and skin response techniques to gauge reactions.
![Page 49: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/49.jpg)
BRANDS USING BRAIN SCIENCE Google used biometrics to determine which ads are more effective: overlay vs. pre-roll
![Page 50: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/50.jpg)
BRANDS USING BRAIN SCIENCE Microsoft mining EEG data to judge reactions to screens and software
![Page 51: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/51.jpg)
HOLOGRAMS IN ACTION
![Page 52: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/52.jpg)
![Page 53: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/53.jpg)
THE GOAL: ELECT MODI
The Challenge: How to attract young voters
![Page 54: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/54.jpg)
THE SOLUTIONUse social, traditional, games and technology
From September 2013 – May 2014In person rallies: 437
3D rallies: 1350
![Page 55: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/55.jpg)
THE RESULTS: Modi won by a landslide with the highest voting rate in the history of Indian elections.
![Page 56: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/56.jpg)
WHERE IS THIS GOING?
![Page 57: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/57.jpg)
NEURO AND ‘BIO’ DASHBOARDS
![Page 58: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/58.jpg)
WHO IS “HOT” FOR YOUR PRODUCT?
![Page 59: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/59.jpg)
MIND READING MACHINE AT BERKELY:
![Page 60: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/60.jpg)
WHAT DOES THIS MEAN FOR DIGITAL MARKETERS TODAY?
![Page 61: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/61.jpg)
TOP FOUR CHANGES IN DIGITAL MARKETING
![Page 62: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/62.jpg)
1. MARKETERS WILL LOOK FOR IRRATIONAL BEHAVIOR TO UNCOVER TRUE MOTIVATORS
• Examine things that shouldn’t have worked – but did
• Jumps to odd pages
• Sudden purchases that don’t follow normal conversions
![Page 63: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/63.jpg)
2. DIGITAL MARKETERS WILL BECOME PSYCHOLOGISTS
• Forget A/B testing
• To test campaigns we’ll use technology like:
• fMRI• Thermal • EEG
![Page 64: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/64.jpg)
3. BRANDS WILL INCREASINGLY ADD RESEARCH LABS TO THEIR CAMPUSES
Digital marketers will work directly with scientists to uncover reactions and attempt to stimulate wanted behavior via the unconscious
![Page 65: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/65.jpg)
4. WE’LL KNOW HOW TO TRIGGER THE “OLD” BRAIN
Using emotional triggers
![Page 66: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/66.jpg)
WHAT DOES THIS MEAN FOR ETHICS?
![Page 67: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/67.jpg)
ALL RAINBOWS AND LOLLYPOPS?
![Page 68: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/68.jpg)
SADLY… NO
![Page 69: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/69.jpg)
EXPLOITING PEOPLE?
![Page 70: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/70.jpg)
NEW CHALLENGES FOR MARKETERSWe’ll need to develop new marketing ethics.
![Page 71: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/71.jpg)
WHAT HAPPENS TO PRIVACY?Does privacy exist if we can track what’s happening in a person’s body or brain?
![Page 72: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/72.jpg)
WAY OUT THERE
![Page 73: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/73.jpg)
OTHER TRENDS COMING• Scientists have already achieved a
teleporter system just like on Star Trek (sort of)
• We may even be able to back our conscious mind INTO THE CLOUD by 2045
![Page 74: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/74.jpg)
MY LAST PREDICTION: Holograms will become the trend for marketers.
![Page 75: The Freaky Future of Digital Marketing - By Craig Boyte](https://reader031.fdocuments.net/reader031/viewer/2022013013/5882456d1a28ab37158b4a91/html5/thumbnails/75.jpg)
CRAZY TIME TO BE ALIVE