The great David Ogilvy once said, “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.” Those words from the great David Ogilvy are as true today as they were then. Market research professionals, firms and organizations from IBM to Forrester Research are projecting the next trend… Read more »
For the past few months I have been working with the SXSW committee to finalize the members of the “Big Brother in Your Brain: Neuroscience and Marketing” panel for the 2010 SXSW Interactive Festival. And today I am proud to announce that SXSW has approved my shortlist and all speakers have confirmed their participation in the panel! The panel includes a diverse group of talented individuals from the fields of neuroscience, neuromarketing and marketing. Get ready for an engaging and thought-provoking conversation and debate on the convergence of cognitive neuroscience and marketing.
I am proud to announce that my panel idea, “Big Brother in Your Brain: Neuroscience and Marketing,” has been selected as a panel at the 2010 South by Southwest (SXSW) Interactive Festival in March in Austin, Texas. SXSW received more than 2,300 proposals via the SXSW PanelPicker submission process, a unique digital interface that allows the public to vote and provide feedback directly on panel proposals. My panel will be one of over 400 sessions included in SXSW 2010 and among the best of the best; including discussions led by innovators such as Clay Shirky and Chris Brogan and thought-provoking panels led by speakers from companies such as Microsoft, Google and Facebook; digital advertising agencies such as R/GA and Razorfish; and brilliant organizations such as TED.
With the advent of neuromarketing, neuroscientist and researchers have been directing their expertise to marketing, using MRIs to analyze consumers’ brain activity when exposed to different stimuli. And companies like Google are using mathematics to develop advertising solutions. Will digital marketers become scientists and mathematicians or will creativity triumph? The founders of Modernista!, Lance Jensen and Gary Koepke, among others, will debate whether advertising is an art or science: Big Brother in Your Brain: Neuroscience and Marketing.
A few years ago, I read an article in the New York Times that explained the convergence of cognitive neuroscience and marketing. Since then I have been very interested in how advertising and marketing affects culture and more specifically how neuroscience could be applied to advertising. Will the convergence of neuroscience and marketing force our industry to become a science? And more importantly, should it? Is advertising an art or a science?