How to Apply Neuromarketing to Your Campaigns in 2019

2018/11/26 08:00

neuromarketing for campaigns

The basics of neuromarketing and how it can be used to drive more conversions.

Neuromarketing is a concept that has been around for quite some time but is still one of the most effective ways to optimise your marketing campaigns without needing to pay for additional advertising.

Understanding the Basics of Neuromarketing

Neuromarketing takes the principles of neuroscience and neuropsychology and applies them to marketing. Neuroscience looks at both the function and the structure of the brain as well as the nervous system, while neuropsychology looks at aspects such as emotion, behaviour and cognition and how they’re linked to one another.

These principles help brands and marketers to better understand how consumers make decisions and how they respond to marketing stimuli. These learnings can then be applied to their future campaigns and can even be used to make product-related decisions.

Basically, neuromarketing ensures that brands are able to align the needs of their customers with their marketing efforts.

Primary Neuromarketing Techniques

There are generally 5 main neuromarketing techniques that are used to understand the minds of consumers.

  • Eye Tracking

Modern eye tracking devices can be worn by marketing study participants so that brands can see the world through their eyes. Eye tracking technology allows marketers to understand how consumers interact with products and advertising based on their eye movements.

  • Electroencephalogram

This technology takes eye tracking one step further by gaining insights into what a consumer is thinking based on an electromagnetic activity reading of the brain. This specific technique provides marketers with in-depth information that is incredibly valuable for product and campaign development. An electroencephalogram works with a cap that is worn by the study participant.

  • Facial Coding

Facial coding is a technique that reads and measures facial expressions with precision, giving markets insights into how a consumer is feeling about a product or campaign.  

  • Sensory Marketing

Sound, smell and touch can also be used to study consumers and how their senses play a role in their decisions and reactions. For example, some supermarkets will smell very strongly of bread in an effort to attract consumers to the bread section and encourage them to buy baked goods. There are also countless studies that show consumers respond in different ways to both colour and sounds.

  • Mind Tricks

Finally, there are certain mind tricks that can be used to influence consumers and encourage them to convert. For example, some studies suggest that taking away the dollar sign before a price or taking one or two cents off of a price can encourage more sales. Another study shows that placing healthy food options on the left side of the menu means more people will order them.

Neuromarketing Learnings to Apply to Your Campaignsneuromarketing for today

If you aren’t interested in carrying out your own marketing research using these neuromarketing techniques, here are a few learnings from past studies that you can apply to your own campaigns.

  • Humanise your marketing. It has been shown that consumers respond better to marketing campaigns that include a human element. Adding a human face to your campaigns makes your brand appear more trustworthy and helps create a connection with your customers.
  • Work with colour. It’s a simple tactic yet it’s incredibly effective. Using colour, you have the ability to make consumers feel specific emotions. While red is bold and adventurous, blue conveys sincerity and cleanliness.  Every colour has a different meaning in our brains and you would be surprised at how impactful it can be. This guide to colours in marketing is incredibly useful.
  • Think twice about your fonts. Brainfluence, a book that looks at 100 ways to convince and persuade your customers, found that using simple fonts will encourage users to take a specific action. Using more complex fonts, on the other hand, increases memory recall – something to keep in mind when developing your content and your campaigns in 2019.
  • Use scarcity to grab their attention. For some reason, the less there is of something, the more we want it. Scarcity is definitely a technique to incorporate into your campaigns if it makes sense to do so. Scarcity has the ability to turn a general shopping experience into a thrilling one, which is why it works so well.
  • Pay attention to gaze. If you will be using people or faces in your campaigns, Brainfluence shows that the direction a face is looking in is the direction that consumers will look in too. Use the faces in your campaigns to direct people to the most important details or information.
  • Pain over pleasure. Several neuromarketing studies show that focusing on pain instead of pleasure is much more effective. Research has shown that the brain’s need to avoid pain is three times stronger than it wanting to feel pleasure. This indicates that markets should draw attention to how their product or service can alleviate pain instead of how it can benefit a consumer.
  • Trust encourages conversions. The more reasons you give a customer to trust you, the more likely they are to convert. Offering a free trial or asking for minimal details during a sign-up process are both basic ways that you can create more trust.

It’s becoming increasingly difficult to break through the marketing clutter and reach your target audience but sometimes getting back to basics is the best way to do that.