Day 1 traditionally kicks off with guest workshops that are only available to platinum pass holders. There were 7 key areas we that were focused on by industry leaders from across the globe.
- Advanced SEO: Organic Traffic Optimization
- Social Media for Business
- Neuromarketing
- Pro-level PPC and Conversion
- Facebook and Social Media Advertising
- Psychographic Targeting
- SEO: Fundamentals 101
- Local Search: Paid and Organic Listings
Have you heard of Neuromarketing?
To me “Nueromarketing” sounded both fancy and like a new buzz word so I wanted to learn more about it. I’ve always loved pyschology in general and given I work in digital advertising this was right up my alley. The workshop was taken by NeuroScience Marketing author Roger Dooley – Also author of blog Neuromarketing as well as Brainfluence.
Key take-aways from the Neuromarketing Workshop
The workshop was aimed at showing us practical ways to build non-conscious motivators into marketing.
We started by covering off both conscious stated and non-conscious stated motivators, it may surprise you, it certainly surprised me, but did you know that only about 5% of the decisions making process is conscious? We as marketers continue to focus on advertising the features, benefits, price and other rational factors, and whilst important, we learnt today that it is equally, if not more important to find ways to reach the other 95% of our customers brains
We covered off the Nudge Gravity Angle and friction theory, or as Roger has called it, the persuasion slide.
We generally start to nudge our customer down the persuasion slide by getting their attention, it can be a call to action, it can be an image, it can be a piece of content.
We then look at Gravity, talking to the customers initial motivation for finding us, then we move to the Angle. Using motivators, both non-conscious and conscious motivators, some prime examples of conscious motivators might base around the featurs and benefits of the product, whilst non-concious motivators generally speak to the elements of our offer that appeals to the customer, and talks to their emotion.
Then there’s the friction, friction is the enemy of the slide, friction is difficulty, confusion, asking for too much, we learnt that minimising friction, almost always costs less than increasing motivation. Reducing ambiguity was a big one, using longer URLs, studies prove that longer domains get 3 x the engagement levels compared to shortened versions. Breaking a form up into small parts, completing small steps invokes commitment and consistency.
We learnt something really powerful in all this, and something that will stick with me for life.
“Customers buy with emotion, they justify with logic”
Key examples of how we should use emotion to motivate, we use authority, we use social proof, images, real life statistics. We need to get better at creating a liking effect, humanising. Don’t bury liking cues and make them visible, use flattery, we learnt that a study found that precise numbers ie: database numbers, or listing’s on a website are 2.5% more believable than rounded up or rounded down figures.
That’s about a wrap from an insight packed day 1 at Pubcon, we will be back with more over the coming days! We’re off to do some networking!