Why is Neuromarketing Essential for Modern Marketers?
Neuromarketing is a marketing discipline which uses neuroscientific research to understand consumer behavior and improve marketing effectiveness. It also helps increase sales. Neuromarketing is a field that aims to merge neuroscience and marketing. This is where marketing meets evidence-based scientific science.
While you may know their location, gender, age and other basic demographical information, do you really know what drives them to buy? Most customers don’t understand why they buy.
Research on the brain has shown that 95% are driven subconsciously by emotions. We then justify our decisions with logic.
What is Neuromarketing?
Neuromarketing combines neuroscience and marketing to help brands assess the emotional resonance of current and future marketing campaigns. Companies like Spark Neuro and Immersion Neuroscience have developed technology to measure neurochemical and physiological reactions that both signal emotional engagement and consume marketing content.
Immersion Neuroscience created the INBand in 2017. This armband measures your brain’s oxytocin level by monitoring the cadence and Vagus nerves.
Neuromarketing research employs technologies to observe brain activity and biometrics (like eye movement, heart rate, EEG imagining fMRI scans of the brain, galvanic and facial response, facial coding etc. To determine how people react physiologically to marketing messages.
The following are the results of neuromarketing research about all human beings
We are driven by emotions and not logic. However, we can justify our emotional signals using logic.
- 95% of decisions can be made subconsciously.
- Avoiding pain is more motivating than looking for pleasure.
- Our behaviour is influenced by social norms like authority, reciprocity, and social proof.
- Certain colours elicit a particular emotional reaction.
- Visuals can be processed faster than words.
- Pictures of beautiful children and dogs are universally appealing.
- Round numbers, such as PS100, are easier to process. However, numbers like PS99.99 are perceived as better deals.
- Particularly important is the first and last part of a message. They set the context for how a message will be perceived.
There is a difference between traditional marketing and neuromarketing
Neuromarketing is aimed at understanding customer behaviour, while traditional marketing research attempts to understand a consumer’s decision-making process. Conventional marketing research relies on consumers self-reporting their thoughts, feelings and beliefs.
Our moods can often change our perception of the world around us. Cognitive dissonance is when we subconsciously believe one thing and hold another view conscious.
- We are not hypocrites. We are simply contradictory creatures with competing needs.
- Marketers shouldn’t blindly trust consumer surveys and focus groups.
- This human bias is what makes neuromarketing possible.
- Neuromarketing is a relatively recent marketing discipline that combines traditional research with new information that is not possible to obtain through old-fashioned methods.
- Digivate is obsessed with consumer behaviour and neuromarketing because it allows our clients to get better results for less money.
Neuromarketing and E-Commerce
Neuromarketing is the best way to understand and change a user’s behaviour, which is the core goal of marketing. Focusing on the behavioural sciences will allow you to bypass conscious biases and find automatic reactions that are universal to all humans. Neuroscientific research, in simpler terms, helps marketers understand their target audience more than they can.
This results in better marketing strategies and higher sales. Because it is becoming increasingly difficult for marketers to get the attention of their target audience, neuromarketing is even more important.
On average 5,000 messages per day are now being received. It is impossible to process all of them. Only those marketers who speak to our deepest needs and stand out will get our attention. Marketers are looking for new ways to break through the clutter.
How Neuromarketing can be used to gain a competitive advantage?
Digital has access to the most recent neuroscientific research on human behaviour online. This consumer psychology data is used to gain a competitive advantage in Content Marketing, Search Engine Optimization and Paid Media. It also helps with website design and layout, and Conversion Rate Optimization. Our approach, in addition to standard consumer research, helps you build smarter digital marketing strategies across earned, paid and owned media with less money.
5 Ways You Can Use Neuromarketing Today
1. To encourage action, use simple fonts
Brainfluence is my favorite chapter. It discusses the experiments that marketers did regarding fonts, length and weight of documents. Many of us have heard the mantra “keep it simple” for years. However, experiments by Yunkin Song and Norbert Schwarz at the University of Michigan prove that simple fonts can actually affect consumers.
Roger Dooley explains in “Brainfluence in Print” that “If you want to convince a client, customer, or donor to do some type of task, you should describe it in a simple, easily-read font.” This applies to all content on websites, including forms. The instructions for filling out forms should be easy-to-read and as simple as possible. People will not take action if it is difficult to do.
2. Complex fonts will make consumers remember you
Dooley also speaks of complexity. Simple fonts are more likely to be understood by consumers and help them follow the instructions. However, complex fonts increase memory retention. Take care! However, this doesn’t mean that you shouldn’t use a complicated font for your logo, tag line, or phone number. This tactic can be used for key information in your web copy. Complex fonts will be easier to remember and draw more attention visually.
3. Gaze to Direct Attention
Take a look at the eyes of any person, animal or object you are using in an image. James Breeze, an Australian usability expert quoted in Dooley’s Brainfluence, studied how people see ads with babies.
He discovered that people will focus on what the person in an ad is seeing. Make sure that your ad directs the viewer’s attention to the subject you want them to concentrate on.
4. Showing trust to customers builds trust
When it comes to building credibility and getting referrals, trust is crucial. Customers must feel trustworthy if they are to trust you. These are just a few tips from Brainfluence to help you build trust with your customers. Offer a free trial with very few restrictions. Credit can be established without lengthy forms or a long screening process. Don’t ask prospects or customers to sign an NDA if you don’t want them to reveal confidential information
5. A smile can go a long way
Stock photography is often used by marketers to personalize their websites. While this could be a great way to “humanize” your brand and show personality, what are the factors that should be taken into consideration when choosing the best option? The smiling picture is better than that of a serious businessman. Marketing research has shown that customers will spend more if they see a positive image.
How does Neuromarketing integrate marketing strategies?
It is becoming increasingly difficult to break through the clutter in today’s world. Marketers are constantly looking for ways to gain an edge. It is essential to understand the basic emotions that drive a person’s purchasing decisions. Neuromarketing’s ability to be integrated into your outbound and internal marketing strategies is the best part of it. Offering a prospect warm beverages and putting them in a comfortable chair during a conversation about sales, to advertising with pictures of babies. All these are tactics that our brain subconsciously responds.
It is important to be aware of marketing strategies that can impact your efforts in order to achieve better results for less money.