So we have talked about consumer behavior in our previous blogs.
We focused on the consumer’s journey, their behavior pattern & how marketers use them.
However, in today’s world personalization plays a fundamental feature for any good customer experience.
And that’s where neuromarketing comes into play.
What is Neuromarketing?
It is basically a study of customer behavior & how it affects the buying pattern of a target audience.
Now, it may seem like a very normal way of marketing right?
Understanding who your target audience is, study their behavior & then adopt a strategy around it.
Well, you are right…to an extent.
Neuromarketing is all that but with more precision.
It is revolved around the idea that all human feelings, thoughts, & actions—even consciousness itself—are just the products of neural activity in the brain.
A comprehensive study of neuromarketing must include how it is used by organizations to promote their marketing efforts & its real impact in the modern marketing arena.
This type of marketing has now become quite popular, but it is not a new concept. It was introduced way back in 2002.
How does it work?
Neuromarketing is a complex subject that involves various tools.
Researchers here try to analyze neural activity & examined brain activity when consumers viewed advertisements or examined products.
There are basically two methods of tracking brain activity of the potential customers- functional magnetic resonance imaging (fMRI), & electroencephalography (EEG).
fMRI involves using a powerful magnet that will track the receptor’s blood flow when subjected to various images & videos.
There is a deep part of our brain, popularly known as “pleasure center” & the method allows examiners to get into the part, cueing marketers how people are responding to their work for real!
As fascinating as it may sound, this kind of experiment takes a lot of funding.
Equipment is very expensive to operate (up to $1,000 per machine per hour) & subjects must lie completely still in a large machine.
Now, there is another way- EEG.
It is much cheaper & is done by a cap of electrodes attached to the sample’s scalp.
These electrodes measure electrical waves produced by the brain and allow researchers to track instinctual emotions such as anger, excitement, sorrow, and lust through fluctuations of activity.
But one main downside of EEG is that it does not really allow examiners to go into the “pleasure center” of the brain.
How can brands use neuromarketing?
One of the reasons why neuromarketing is growing in popularity in recent years is consumer behavior is changing rapidly. With so many unique marketing strategies adopted by the marketers, it is becoming impossible to figure out one specific way.
Nevertheless, there are a few factors which are work with neuromarketing.
The Color Psychology
Colors have always affected customer behavior in a vital way. Look at the infographic by Kissmetrics.
A proper color palette can increase brand recognition by 80% which means people trust the brand if used the right blend of color.
The Face Direction
So it has been examined that if there is a face of a person in an ad copy, it should be placed in a certain way to attract the viewers.
Look at this photo:
We can see that in the first photo, the viewers only see the face of the baby.
Now look at this one:
Here the attention of the viewer is on the ad copy.
Through eye-tracking technology, we can see that certain elements in an ad copy can influence consumers a lot.
The Right Fonts
Humans tend to choose an option that offers more comfort and ease. That’s a basic human psyche.
That’s why using simple fonts attracts people more than complex fonts.
A study by Norbert Schwarz and Hyunjin Song conducted an experiment that included 20 students who were given a task. The instructions were written in two different types of fonts: Arial, 12pt, and Brush, 12pt. The result of the survey concluded that the participants were able to read more easily the instructions written in Arial font than the Brush font.
However, the role of complex fonts come into play if you want to grab people’s attention to a very specific section.
The aim of complicated fonts is to grab attention, not to make it difficult for your users!
Importance of Audio Branding
Remember the classic old jingle from Nirma detergent? Or the famous ‘I’m Lovin’ It’ ad?
I am sure every one of us can recognize these brands just by their jingle. That’s how important role audio branding can play!
Audio plays an instrumental part in triggering the right mood in the audience and creating a sense of connection with a brand.
A great melody can stand-out from the crowd & target the right audience.
What are some of the examples of Neuromarketing?
Neuromarketing is being used in a massive ay by some well-known brands.
Now, obviously, it can’t be determined for sure that whether a brand has used some of the above technologies for the purpose but the way it was executed, it looked by neuromarketing.
Moosejaw
Moosejaw a sister company of Walmart, it is basically an outdoor recreation apparel company.
Now, what is unique is their Twitter account. The brand has a great sense of humor & likes to engage with its audience through that.
They use the humanizing factor to target their leads.
Airbnb
According to a study by Harvard Business Review (HBR), the emotional connection is a more influential factor in attracting leads than customer satisfaction.
Airbnb used this to its fullest when they launched their “We Accept” campaign in 2017 at the Super Bowl.
The ad shared the message of diversity & acceptance irrespective of caste or ethnicity which became one of the most popular talking points in Super Bowl, given the tumultuous year it was.
Starbucks
Reciprocation is the act of giving back something to someone who has done you a favor. It is an acknowledgment.
Starbucks was quick to notice this psychological trait of humans and started a campaign to attract more leads.
They encouraged people to share the hashtag “#Tweetacoffee” to one of their friends. In return, the company offered a free cup of coffee to the friend. The campaign resonated with its audience and helped the company generate $180,000 in sales.
H&M
We have already talked about the importance of influencer marketing & how it is growing vastly. If you haven’t read that, there will be a link below.
Humans have a tendency to trust industry experts. We have an innate trait to trust the advice of an authority in an industry.
H&M partnered with blogger Julie Sariñana and model Ela Velden to showcase their outfits on Instagram. The campaign was intended to spread the publicity through word of mouth & it worked out pretty well.
Neuromarketing can be a difficult process. The amount of analysis & research that goes into a single campaign requires some experts who know what to do. But it is the most effective & growing trend in the marketing industry.
Want to get on with this trend? Contact us at Skyram Technologies & let us help you to create a successful digital marketing campaign. Connect with us here!
For our blogs on marketing read here!
