My talk for Inbound UK 2014 in Liverpool #InboundUK14 How digital marketers need to be more focused on people and not the keywords. What we can learn from from the human mind and neuroscience that will help us to connect with our customers, amplify our brand and drive ROI. By focusing on the 'Chimp' and the 'Human' parts of our brains we can create world class digital experiences to connect, amplify and convert strangers into customers and fans.

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Past Present Future

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#IMUK2014
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What makes People tick?

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Ethos
Pathos
Credibility - Trust
Logos
Consistency - Logic Emotions - Imagination

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Pathos

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Behaviour Influence Persuade

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And now…

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1.Persuasive
Facts & Figures

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Wonga
Persuasive Facts & Figures

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eBuyer
Persuasive Facts & Figures

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ASOS
Persuasive Facts & Figures

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2.Be Truthful

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“The consumer isn't a moron;
she is your wife.”

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Sincere Authentic Genuine

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3.Bullshit Monitor

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Yahoo vs Google
Bullshit Monitor

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Liverpool Echo
Bullshit Monitor

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4. Thought Leader

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Own your
space
Give your
best stuff
away
Engage Personas
& Influencers

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1. Drivers

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HAPPY FEARSAD ANGER ANTICIPATIO
N

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2.Speed

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40% GONE AFTER
3 SECONDS

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3. Lead with empathy

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4. Same Wavelength

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5. Pain & Pleasure

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Before & After Missing outHurt & Rescue

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Be memorable

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Feel
Think

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People may forget what you said or
did…
but they don’t forget how you
made them feel

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Thanks