An introduction in neuromarketing
The struggle for customers has long been a continuous effort. In this fight, increasingly complex methods are used to attract people’s attention, advertising is aimed at accurately segmented audiences, and research is becoming increasingly unusual. Neuromarketing is one of the marketing areas that has been attracting more and more attention lately.
According to Wikipedia, neuromarketing is a new marketing field and he studies the reaction of marketing elements to stimuli, cognitive and emotional response.
Simply put, not all private and intimate data from our Facebook and other profiles (gender, age, education, hobby, marital status, income level, weight) is enough, now they also need to know how I think and feel because only such a marketing campaign can develop in the desired direction. Neuromarketing investigates consumer brain reactions to products, packaging, colours, shapes and other marketing elements.
Experts can find out all this by conducting very expensive research. They “connect” you to the device, provide you with information and monitor your reactions. They show you an object, a picture, a logo… and they ask you if you like what you see and follow the reactions of your brain and body that you don’t even know. The procedure itself is not painful, and “dry” research methods are preferred. With the development of technology, various gels previously used are no longer needed. The red and yellow parts of the brain pictured show greater brain activity, with green and blue parts showing lower brain activity.
For conducting research, it’s been used:
- fMRI — functional MRI — measures changes in activity in parts of the brain
- EET — electroencephalography — measures activities in specific regional brain spectra
- SENSORS — measure physiological changes in man: heartbeat, breathing rate, galvanic measurement of skin conductivity (hand image), and it also examines which part of the brain is used in these stimuli
All this is to discover how consumers respond to certain marketing activities, how they make decisions when buying, and what part of the brain makes decisions when choosing and purchasing products.
For those who are not in the industry, the link between psychology and marketing (more precisely, shopping) is invisible. However, many brands invest a lot of money and investments in researching consumer spending habits and lifestyle habits. In other words, as many as 95% of customers subconsciously make purchasing decisions. Neuromarketing involves “entering” the customer’s subconscious.
When it comes to the messages you’re sending, i.e. the content you’re communicating, you should know that most people remember the messages from the beginning and the ones from the end the most. So leave everything important you have to say at the beginning, and those which are less important (there is always such a thing) for last.
It is very important in the messages you communicate to forget about “long and wide”. As much as you love to write and you know you have a gift for it, as much as you know a subject to the core and you can write three doctorates about it, forget about that kind of writing in marketing. Simple, “health-like” sentences that are clear to absolutely everyone in most cases fare better.
And, of course, by no means forget about the most important thing in neuromarketing — emotions. If you awaken the emotions of your users and customers, you can do anything. You will forever creep into their hearts and they will remain faithful to you
If you plan to engage in marketing, be sure to study more sociology and psychology. In addition, you can always watch how world-famous brands work — Microsoft, Google, Weather Chanel and other. Marketing is fun, isn’t it?
