- 1. What is Neuromarketing?
- 2. What are the Techniques Used for Neuromarketing?
- 3. In Which Fields is Neuromarketing Research Used?
- 4. What are the Advantages of Neuromarketing?
What is Neuromarketing?
The brain is the most complex part of the human body and while a lot of research has been compiled to better understand it, research is being done nearly every day that reveals something new about what makes us tick! A new development in the world of neuroscience is looking at what makes us compelled to take certain actions; is it the colour of the advertisement we just saw that urged us to purchase a new pair of shoes? Was the content written on that advert perfectly designed to compel us to go to that specific store? While we may not have all the answers right now, neuromarketing is growing every day and we hope to one day find out!
Customer motivation and the understanding of a target audience are everything when it comes to business development. Understanding what makes a customer tick and what will convince them that they need your product can help a business make more informed choices about the way that they market certain products and services. Neuromarketing refers to the process of better understanding how an audience responds to certain marketing tactics and what will convince them to take certain actions. Neuromarketing has become a big thing in business and many brands and businesses are moving towards gaining a better understanding of the insights of their target market as this can help them to understand how to market certain products! This works to improve the overall effectiveness of a marketing strategy as actual data can be used to decide on marketing tactics and strategies!
How Does Neuromarketing Work?
Neuromarketing works by monitoring the reactions of a person when exposed to certain things. If you had to show a person a picture of a pair of shoes or of a certain advertisement, with the person even realising it, their body physically reacts to what is in front of them. Neuromarketing is all about picking up these physical reactions and monitoring them to make assumptions about what they mean. This analysis will allow for ideas to be constructed around the effectiveness of the marketing tool! physiological reactions can be measured by looking at the heart rate, pupil dilation, facial reactions and even eye movements!
Neuromarketing can be used as affiliate marketing as you would more than likely have to outsource the tools you would need to compile research. Neuromarketing can be an expensive process, especially if you consider the tools and knowledge required to compile the research. Affiliate marketing can help decrease these costs as you simply outsource the information that you require through those who are knowledgeable on the subject!
What Can You Use Neuromarketing For?
The results that are gained through neuro web marketing can be used to better understand how a potential customer reacts to certain stimuli and why. While normal marketing techniques look to understand the conscious behaviours of an individual, neuromarketing looks at the unconscious and tries to understand why certain stimuli impact a person more than others. This information can be used to better understand consumer behaviour and help a marketer construct techniques and strategies that play into this behaviour which will hopefully result in gaining more sales and customers!
Why is Neuromarketing Important?
While normal marketing and research techniques require the response of an individual, which could be biased or untrue, neuromarketing is based on facts that can actually be recorded and measured. So why is this data more reliable than simply asking a person to answer a question? Our unconscious and conscious minds work very differently, and while we may be thinking one thing consciously, it can be impacted by our moods, the environment and even our perceptions of the people around us.
While we may be able to say something out loud and answer a question, the information that we use is determined by our conscious mind and may not be as reliable as what we unconsciously think. Neuromarketing is able to distinguish between these two parts of our brain and collaborate ways to get to true and unbiased opinions. All in all, a neuro marketer may have the ability to read reactions to certain stimuli better than we can ourselves. Pretty crazy right?
What are the Techniques Used for Neuromarketing?
Through neuro digital marketing techniques, many different theories have been proven, like the idea that certain colours influence certain people in a certain way and the fact that consumers are more likely to positively respond to visuals. This information has been gathered through neuromarketing and it has created a better way for a business to come up with strategies for targeting their audience. The techniques that are used in neuromarketing have a big impact on the information that is found and how it can be used to make decisive marketing decisions. The following are just a few of the different techniques that can be used to gather data when it comes to neuromarketing.
Ever heard the saying that the eyes are the windows to the soul? Well, in this case, this is entirely true and the movements of the eye can help marketers determine what attracts a potential customer’s attention! Eye-tracking is beneficial because it can help determine what draws the user’s attention first. In the world of fast-paced life and with so much competition, the advertisement of marketing tactics that draw the consumer’s attention and gets noticed first would definitely have the upper hand! Eye-tracking can be measured by placing advertisements next to one another and seeing where the eye is drawn first and from here assumptions can be made on why this specific advertisement was more effective compared to the others!
An EEG will monitor brain activity and certain responses to stimuli that are presented to an individual. While this type of scan does fall a bit further into the neuroscience department of this concept, it is possible to determine people’s reactions to certain marketing strategies through the monitoring of their brain activity. Over the last few years, neuroscience has developed ways of perceiving people’s thoughts and unconscious reactions by looking at brain waves.
Every time we see, hear or even touch something, we have a certain reaction to it, one that can be uniquely read to determine what we think of it. This can be used in both product design and in marketing, as when our brain waves are measured, they can accurately depict what we think of certain things. This ensures that marketers can work to create products and advertisements that are specifically tailored to enact certain responses within a target audience, even though we may not even be aware of it.
You may not realise it but what we hear, see, touch, taste and smell all contribute to how we react to something. While some of these may be obvious, our reactions to them may not be as straightforward as you may assume. Sensory marketing is all about measuring reactions to certain things and seeing how we respond to them. Does putting perfume by a sales counter make you want to buy the product? Will hearing a particular sound make a person more likely to make a purchase? That is what sensory marketing aims to uncover and it can make a big difference when it comes to the overall effectiveness of a marketing strategy!
Face coding is not necessarily a new tactic to use in marketing and the idea of measuring someone’s reaction through the changing of their expressions is quite an old marketing technique. While it may be older than other forms of neuromarketing, it is still extremely effective and can help marketers determine whether or not a consumer would be interested in a certain product or service or whether they react well to a certain advertisement. The devil is in the details when it comes to face coding and even the slightest tilt of a lip or movement of the eyes can help a marketer better understand their target audience.
In Which Fields is Neuromarketing Research Used?
While neuromarketing is not a sure bet, many businesses in a wide range of industries have used this tactic to help better understand their audiences, from software giants like Google to your favourite fast-food brands like Mcdonald’s. Neuromarketing can be beneficial to any marketing department that is hoping to better understand the inner workings and subconscious thoughts of their target audience. The following are just a few types of businesses that have been known to use neuro market research.
- E-commerce: Designing e-commerce websites and the features on them can be quite difficult as you need to know the best format and marketing tactics to use to ensure that you gain the most amount of revenue. Neuromarketing can help a business in assessing which features are more likely to lead to conversions which is incredibly beneficial for e-commerce websites! Another great thing to assess when it comes to e-commerce is the call to action that you use to attract customers to your website. Finding the best and most effective one can be done with neuromarketing research!
- Gaming: So your business has created an amazing game that you think is going to knock the socks off of your audience, but how do you really know? You could get a few test subjects in to play the game, but you do not really know that they will supply you with the right information, they could just say it’s fun after seeing the hopeful looks on your face! One way to ensure that you are getting reliable information would be through neuromarketing techniques!
- Software development: A big part of gaining a better understanding of how users react to new software can be noted through neuromarketing tactics. A large part of software development is making sure that you are creating software that is desired by the end-user. Neuromarketing can help a business to better understand what their target audience is more inclined to purchase and use.
How Do Brands Use Neuromarketing?
When it comes to neuro insight market research, neuromarketing offers brands a ton of information that they would otherwise not be aware of! The way that you use this information and the type of neuromarketing techniques that are used can entirely depend on the type of industry that you are in and how in-depth you are looking to go. The information that is gathered through digivate and neuro web marketing processes can be assessed and analysed in a way that contributes to the overall effectiveness of your business, ultimately helping increase sales and revenue within a business!
What are the Advantages of Neuromarketing?
Neuromarketing is a complex process and there are many different moving parts that need to be considered when you get to the crux of this concept. For those who find this topic interesting and are wondering how it could impact your business, here are just a few advantages of neuromarketing to take into consideration.
Creates an Opportunity to Know Consumers Much Better
Having a good understanding of what consumers want through looking at unconscious and uninhibited signals can help marketers better connect the dots when it comes to customer satisfaction. While a consumer may answer something because they are in the mood for what you are offering, our conscious brains are changing their perceptions of things all the time, and this can make it hard for marketers to deeply connect with a target audience. Knowing the consumers’ needs better than they do is the best way to find ways to market certain products, as you know what they desire and need outside of their conscious knowledge.
Enables You to Make More Accurate Decisions at a Lower Cost
Much of marketing is designed on the basis of if it does not work, we can adjust and try again. While this is effective, and to some degree, nearly every marketing strategy will have to do this, if you have a better understanding of your audience, you are less likely to make mistakes. With the research that is compiled through consumer neuromarketing, a business is able to make more informed and accurate decisions about their business and how best to market it to a specific audience. The information and data that is gained through neuromarketing processes can help a marketer make more decisive decisions based on actual data as opposed to relying on information relayed by people who could be influenced by environmental and mood factors.
Creates Opportunity to Connect Emotions and Content
Our emotions and moods are constantly changing with different stimuli and environments that we enter. Your mood while you are sitting at work versus your mood when you are sitting on a beach while on holiday are completely different and therefore you would require different things. Neuromarketing goes a step further into understanding the consumer, not only looking at what they want but also at what they inherently and subconsciously need. Neuromarketing, therefore, creates a new connection between the emotions we feel and the content that we are exposed to!