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