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The MSIX 6: Dr Juliette Tobias-Webb – ‘These aren’t just futuristic toys; they’re powerful tools that can completely change how we connect with audiences’
The Marketing Science Ideas Xchange (MSIX) returns to Sydney this week. Guest speaker Dr Juliette Tobias-Webb will take to the stage to how discuss behavioural science, AI, and technology can revolutionise marketing strategies, workplaces, and leadership.
Taking place from 4 -5 September at Ovolo Woolloomooloo, the Marketing Science Ideas Xchange (MSIX) will hear from a range of industry leaders, including Dr Juliette Tobias-Webb.
We sat down with her to chat all about it.
What is the role of marketing science in what you do?
Marketing science, especially when you mix in behavioural science and technology, is key to really understanding and influencing how people make decisions and behave. It helps us get to the bottom of what drives choices and interactions. By using insights from behavioural science – like cognitive biases and decision-making shortcuts – along with advanced AI tools, we can create marketing strategies that not only hit the target but also match up perfectly with what our audience wants and needs.
Take road safety as a great example. Traditional methods like speed signs and fines often don’t quite cut it when it comes to changing driver behaviour. Instead, we’ve seen how behavioural science and marketing can lead to more effective solutions. For instance, the optical illusion on Lake Shore Drive in Chicago and the life-sized decals of children on roads in Vancouver are creative ways to get drivers to slow down. These approaches use visual tricks to catch drivers’ attention and encourage safer driving, showing that sometimes traditional signs and penalties just aren’t enough.
What makes effective marketing?
Effective marketing is all about blending creativity with smart insights. It starts with really understanding who you’re trying to reach, the behaviours you want to influence, and any barriers that might be in the way. By tapping into what we know about cognitive biases and decision-making, marketers can create messages and campaigns that truly resonate and inspire action.
From my perspective, the magic happens when you’ve got brilliant creatives turning sometimes dry behavioural insights into vibrant, engaging stories. The best campaigns don’t just deliver a message – they make the customer feel like the hero of their own story. And they know that traditional marketing methods aren’t always the answer; there’s a whole world of channels out there – roads, land, sea, air, you name it – to explore.
Additionally, effective marketing is all about experimenting and improving. Instead of just hoping a campaign will work, it’s crucial to test and measure its impact. Because behaviour can change depending on the context, successful marketing strategies are always evolving based on real feedback and data. This approach helps keep things relevant and engaging, leading to better outcomes for customers.
At its core, effective marketing aims to genuinely shift people’s behaviour in a positive way. If it’s not doing that – or worse, if it’s misleading or manipulative – then it falls into the realm of misguided or “jerk marketing,” as some might call it.
What is the role of creativity in marketing?
As mentioned, creativity in marketing is where the real magic happens. It’s incredible how creative minds can take insights from behavioural science and turn them into something truly engaging. I’ve always been amazed by how creatives can take these concepts and transform them into powerful, memorable campaigns.
When creativity is paired with a solid understanding of human behaviour, it leads to marketing that’s not just visually impressive but also strategically smart. For example, imagine using creative techniques to develop interactive content that taps into psychological triggers. This makes the marketing not only eye-catching but also highly effective.
I would say creativity is the spark that turns well-thought-out strategies into compelling experiences. It makes sure that marketing isn’t just about looking good but also about delivering real impact and driving meaningful actions.
What will you be speaking about at MSIX?
At MSIX, I’m thrilled to explore how behavioural science, AI, and technology can revolutionise marketing strategies, workplaces, and leadership (flipping leadership on its head). I’ll explore how human-machine collaboration can amplify our efforts, elevate customer experiences, and make a positive impact on the world.
One of the exciting things I’ll be showcasing is cutting-edge tech like robotic dogs and flapper drones. These aren’t just futuristic toys; they’re powerful tools that can completely change how we connect with audiences. My goal is to demonstrate how these innovations can be used to create meaningful, ethically grounded solutions that enhance human well-being and drive positive outcomes.
As a behavioural scientist, I’ll share practical, science-backed ways to apply these technologies. But I’m also eager to see how the creatives and marketing experts in the audience can take these ideas and bring them to life in exciting new ways.
MSIX is a genuine exchange of ideas. What questions would you like answered at MSIX?
At MSIX, I’m really excited to dive into some thought-provoking questions. I’d love to hear about innovative ways organisations are blending behavioural insights with AI and technology to supercharge consumer engagement. How are these emerging tools reshaping our understanding of consumer behaviour and helping us guide individuals to make choices that genuinely benefit them, not just the business.
Another area I’m keen to explore is how our research institute can team up with various companies to design and test their customer briefs. The AI and Cyber Futures Institute has globally renown experts in machine learning, data science, robotics, the metaverse, ethics, AI, law, behavioural science, and digital twins etc. How can we harness this incredible expertise to create impactful designs, run meaningful experiments, and conduct cutting-edge research? I’m eager to see how we can bring these ideas to life and make a real difference.
If you were attending the MSIX workshops, what would you work on?
I’m keen to participate in the gamification workshop with Kerstin Oberprieler, as it provides valuable insights into using human psychology to enhance engagement and outcomes. In future, I’d also be interested in workshops that integrate AI and advanced technologies, like robotics, into marketing strategies. These sessions offer practical strategies for improving customer experiences and outcomes through innovative technological applications.
The Marketing Science Ideas Xchange (MSIX) takes place 4-5 September 2024 at Ovolo Woolloomooloo. Get your tickets here.
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