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The more neuroscientists learn about the brain, the more social psychologists understand consumer behavior, and the more marketers can apply these insights to branding and customer trust, the closer the moment of neuromarketing’s realization draws. This is very critical as the more detailed and concrete the information is regarding the client’s behavior, the more likely a business can fastly attract the attention of the right target audience. To further discuss and understand this brand opportunity for new startups, our marketing team prepared this article specifically for you.
What is neuromarketing?
The scientific study of how the brain reacts to branding and advertising is called neuromarketing. Neuromarketing makes use of data from the following sources:
- Behavioral economics
- Social psychology
These insights are used to quantify and improve the effectiveness of several aspects of marketing, including the following:
- Product design
- Marketing practices
What if you could view the neurological light show created by your customers when they interact with your brand? What if you could see exactly how your marketing efforts, sales teams, and customer service representatives — or any other component of your organization – are responding to consumers? Which parts of their brain light up when they chat about your brand with their friends?
A greater understanding and empathy for your consumers enables you to more correctly forecast their behavior and provide the best possible customer experience.
Neuromarketing is about more than producing memorable advertisements and cues. Human behavior insights may be utilized across your organization, from CEO alignment to improved cross-functional communication and cooperation to employee and customer experience improvement.
What does it consist of?
Consider a diagram with three overlapping circles. These three circles reflect the three industries that comprise neuromarketing: traditional marketing, neuroscience, and medical technology.
The world of traditional marketing is contained within the first circle of our Venn diagram. This is the territory of David Ogilvy, Madison Avenue, and, more recently, Seth Godin. This is the circle to which the majority of people prefer when the term “marketing” is introduced.
It is well-researched; it works, and it has established a stronghold. Consider the Forbes Global 2,000. The world’s largest firms rely on traditional marketing to reach a wider audience with distinctive and valuable messages.
Our second circle is made up of fields of research that are specifically concerned with the brain. This encompasses, but is not limited to, behavioral economics, social psychology, and neurology. When an institution such as Duke or Cornell conducts a study on the brain, the results are published in a journal such as The Journal of Applied Behavioral Science. Medical professionals and other researchers rely on these findings. However, from a marketer’s perspective, those findings remain inaccessible to any type of practical implementation.
Medical imaging technology has enabled us to obtain precise images of what occurs within our brains during the last several years. More precisely, functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) have advanced to the point that time-lapse photography of the brain’s inner workings can be generated.
Despite its obvious primary application in identifying illness and disease, having this representation of our minds has provided researchers with a treasure of data. Researchers are beginning to have a better understanding of how our thoughts function. Here the blood flow to many regions of the brain responsible for emotions such as excitement, fear, fight or flight reaction, and desire with a single fMRI scan.
Without all three of these circles, the field of neuromarketing would not exist. Traditional marketing provides the tried-and-true tactics and critical insight that underpin some of the most captivating marketing that everyone can see today. And yet, with expanding institutional research and sophisticated brain imaging, those methodologies are now being tested. Several have been discredited, while others have been boosted.
This topic has mostly remained undiscovered for years, owing to a dearth of substantial study and correct data. Now that the third circle has begun to indicate whether or not someone would purchase something when they say they will, top agencies (and, by extension, top firms) have been utilizing neuromarketing to increase sales. Campbell’s Soup undertook a neuromarketing study in 2008 to assess whether or not to change its labeling. This and subsequent research are being spurred by a race between huge marketing conglomerates to amass a war chest of neuromarketing technologies that will help customers gain an advantage over the competition.
Benefits of neuromarketing of consumer neuroscience
Theoretical neuromarketing provides a novel theoretical framework for comprehending consumer behavior and decision-making processes (especially the purchase process). The simplistic Homos Economicus paradigm is abandoned in favor of theoretical neuromarketing, allowing us to focus on how unconscious reactions influence human behavior and buying decisions.
The new human actuation models explain the processes that humans go through before acting, which include two non-conscious and one conscious phase:
Processing of information
The attentional processes (non-conscious) are responsible for selecting what stimuli attract our attention or not.) whether these stimuli are different (bottom-up attention), or ii) whether our brain considers these stimuli to be important (top-down attention). During decision making, attentional processes will be responsible for the consideration of an option.
Determination of meaning and emotional value
Our brain recognizes the information received by our senses non-consciously and provides it with meaning and emotional value. This is why when we are making a non-conscious decision we already have a favorite option.
Deliberation and analysis
Conscious cognitive tasks are included herein, such as recovering memories, interpreting the past, anticipating the future, planning, generating intentions, evaluating and making judgments, simulating, solving a problem, calculating, and reasoning. This phase can make us select an option, which not necessarily is the most attractive one from a non-conscious viewpoint.
Our experiences affect this paradigm, as we learn from the consequences of our actions. This has an effect on the type of future information we process, its meaning and utility, as well as conscious decision-making. Additionally, theoretical neuromarketing enables us to have a deeper understanding of the function of emotions in human decision-making. Alternatively, it might assist us in comprehending how cognitive biases influence our actions.
Finally, when we discuss how our many senses influence consumer behavior, we refer to sensory neuromarketing, visual neuromarketing, auditory neuromarketing, and olfactory neuromarketing, among others.
What companies offer neuromarketing services?
Neuromarketing is a practice that is gaining popularity, and numerous businesses employ or offer some form of neuromarketing. The various sorts of businesses can be classified into the following categories:
Companies that use neuromarketing
These are primarily B2C businesses of medium to large size that are accustomed to conducting traditional market research and desire to supplement their findings with emotional and cognitive (subconscious) information from consumers. These firms occasionally purchase their neuromarketing laboratories (especially if they are already used to carrying out their market research). Nonetheless, it is more common for investigations to be outsourced to traditional research institutes or specialist firms.
Companies that offer neuromarketing services
- These types of studies complement the services offered by traditional market research or user experience (UX) firms.
- Neuromarketing firms that specialize in this type of service.
- Other sorts of businesses, such as marketing or digital marketing consultants, PR agency, communication firms, and design studios, that employ neuromarketing to enhance their services’ results.
Companies that sell neuromarketing technologies
- Companies that sell medical gadgets may potentially be used for neuromarketing purposes (although neuroscience experts are required).
- Companies that supply customized, easy-to-use neuromarketing laboratories for non-experts (it is crucial to ensure that technology is reliable).
In the end, as you can guess neuromarketing is a brand new term that was invented not so long ago. However, due to its productive and practical results, more and more companies are slowly starting to get in with the flow of it. Furthermore, it can widely open up a whole branch of opportunities for your business to interact dynamically with your target market. It’s a great both theoretical and practical concept that is dynamically striving forward to innovations. For new entrepreneurs, this can be a very good and solid opportunity to make creative marketing at an early stage of their product development. But what about the product development process itself, how it should be handled from their point of view?
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