TAKEOUT Keynote #MARCOM14 2014 "Contentstrategie & Conversie" #HOC Patrick Petersen RAI Amsterdam. Hoe bereik je nu echt conversie met een boeiende (WHY!) vertelling? Hoe kan content hierbij helpen?
10. Patrick Petersen (@onlinemarketeer) #MARCOM - 14 3 juni 2014
What (motief) VS Why (beslissing)
Bron: Psychology Today
1 “fMRI neuro-imagery shows that when evaluating
brands, consumers primarily use emotions
(personal feelings and experiences)
rather than information
like attributes, features, and facts.”
12. Patrick Petersen (@onlinemarketeer) #MARCOM - 14 3 juni 2014
What (motief) VS Why (beslissing)
Bron: Psychology Today & Descartes’ error
(Emotion and Reason)
2 “Research conducted by the Advertising
Research Foundation concluded that the emotion
of “likeability” is the measure most predictive of
whether an advertisement will increase a brand’s
sales.”
13. Patrick Petersen (@onlinemarketeer) #MARCOM - 14 3 juni 2014
Niet de Wat maar de Why!
128.000+ fans, actiéve fans!
Organisatie is Snel, Open.. Samen
doen….
Social
Voorbeeld What VS Why