RICHARD BRADFORD WAVEMAKER MEDIA. CONTENT. … · RICHARD BRADFORD. WAVEMAKER. Title: PowerPoint Presentation Author: laura CANNINGS Created Date: 7/6/2018 9:09:45 AM ...
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#ATTN2018 @ADIDO
MEDIA. CONTENT.TECHNOLOGY.
WINNING BY DEFAULTRICHARD BRADFORDWAVEMAKER
‘It worked last time’‘I need it to work’
‘I don’t watch live TV’‘Everyone else is doing it’
vs
CUES, BIASES, MENTAL & PHYSICAL AVAILABILITY
50 50
THERE IS NO RATIONAL PART OF THE JOURNEY
Sequence tendency for Actions taken in the Active Stage
Average time in active stage: 2 months
Searched for information online
Became a friend/follower/liked a brand online
Read advice on an online forum/review site
Visited a bank/mortgage providers website
Compared fees/interest rates online
Had a conversation with people I know, about mortgage providers
Visited a comparison website
Received professional advice
Read reviews/'best buy' tables in a newspaper/magazine
Spoke to a bank representative in a bank's branch
Visited a bank's branch to puck up a leaflet
Telephoned the bank
Had a consultation with a mortgage provider
Noticed advertising more
Read mortgage offers received through the post
Asked for advice on an online forum/review site
Took out a mortgage or remortgaged
The ‘warmer’ the colour, the larger the proportion of respondents that took the action at this time in the Active Stage.
ThroughoutStep taken towards the beginning
Step taken towards the end
1. SOMETHING TOLD ME TO2. SOMEONE TOLD ME TO3. THE INTERNET TOLD ME TO
prəʊsɛsɪŋ ˈfluːənsi
processing fluency
“the mind loves automaticity more than just about anything else”
TEACH PEOPLE THEIR BEHAVIOUR IS DANGEROUS
GIVE PEOPLE BEHAVIOURAL CUES
TO CHANGE
SYSTEM TWO
SYSTEM ONE
SYSTEM ZERO
THE CLOSEST THING TO A JEDI MIND TRICK
Your order is on its way
WHAT’S THE LEAST AMOUNT OF THOUGHT REQUIRED TO
BUY THIS ITEM?
#ATTN2018 @ADIDO
MEDIA. CONTENT.TECHNOLOGY.
WINNING BY DEFAULTRICHARD BRADFORDWAVEMAKER
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