Could this be the time to get scientific with your marketing?

The more you discover the power of neuromarketing, the more you can connect with your consumers at a deeper level

e4m by Ram Jalan
Published: Aug 23, 2019 4:25 PM  | 4 min read

Marketers believe that building a brand is more of an art than a science. The advent of digital marketing made it feel the reverse. A more recent study suggests, it is best to use a combination of both strategies, to appeal to customers on an emotional and logical level.

Art and Science, both are a part of us, a manifestation of the same thing. Art is a universal understanding of personal experience, whereas science provides an understanding of a universal experience.

Are you thinking of approaching marketing from a scientific perspective? Great, go for it. You will realise how much work we put into influencing the human brain:

  1. We take 90% decisions subconsciously
  2. Our brain processes visual content 60,000 times faster than textual content
  3. Almost 3/4th of the time we struggle to get human attention, irrespective of online and offline

Last half-decade, advances in data analytics and technology have opened a brand new world for brands. Cookies are like messengers carrying information about the audience to brands in real-time. Neuroscience has allowed us to dive deeper into human minds.

Through research, brand analytics and voice of the customer, we get insights into consumer habits. When we blend the two, (Neuroscience and Voice of Customer), we get answers to Why and When of these habits and reactions.

While neuroscience focuses broadly on the behaviour of the brain, ‘neuromarketing’ looks at how can companies redesign their strategy to influence customers at a psychological level.

The insights of neuroscience are just becoming available for the study of advertising.

A recent lab-test tested the effectiveness of Print and Digital Ads individually, and found:

  1. Human brain processes digital ads speedily than print ads
  2. Print ads are more effective in engaging the audience
  3. Human brain absorbs the same amount of information from Print and Digital
  4. After a week, Print Ads have higher recall and emotional response than Digital
  5. Print Ads trigger brain areas associated with Value and Desire which can predict future purchasing behaviour
  6. Digital Ads are more active on large size screens than mobile phones in terms of recall and engagement

Our senses play a significant role in our response and decision making. And here, I don't mean only vision. It spans across touch, hearing, smell and taste - all are powerful forces. Every day, countless interactions, either seen, heard, felt or smelled trigger current inside our brain, unconsciously. And for the remaining part, we don't pay attention.

We take a decision and fail to note something that would have made a crucial difference to our decision calculus.

Marketers have been using the understanding of human motivation and behaviour to create products, services, logos and campaigns. We use these strategies to identify ideal user personas and psychographic information and customise offerings.

If you go back and check, you might have already used Neuromarketing without knowing it.

Neuromarketing focuses on figuring out how brains respond to stimuli. Already top companies in internet, entertainment and retail space have invested in neuroscience marketing.

There are various frontiers where Consumer Neuroscience has paved the way for marketers to delight their valuable customers.

Visual Neuroscience has prompted confectionary companies to reimagine their packaging and catch instant attention when it is placed at the point of sale.

For instance, folks respond better to shiny purple and red matte packaging. Colour Therapy is a powerful tool to influence consumer decision making. Social Media is all about colours, all over. Blue radiates professionalism, whereas pink is synonymous with beauty and green represents something natural or fresh.

Food and Beverage brands have used colours quite effectively to provoke hunger.

Testing your Ad even before launch has now become a reality. According to research from Google, about 50% of the ads don't get recognition. Therefore, only the best content should be delivered. For instance, an automobile brand tested two of its commercials with their existing car owners. And the ad that prompted most neuron-activity produced a higher response for a test drive — probably more transactions.

The brain will respond impulsively to different types of stimulation. As a brand, the challenge is as to how to use instinctive emotion, visual stimuli, attractive pricing and delight to harness and channel the appropriate stimulation into solutions.

The more you discover the power of Neuromarketing, you can connect with your consumers at a deeper level.

For instance, you can find how to use emotion to wake up the brain, how to use aroma to trigger hunger or use smell to create a feeling of trailing. The more you use Neuromarketing the ethical way, you will be able to appeal to the audience in the right direction.

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