What is Neuromarketing?
Sometimes neuroscientists join hands with marketing specialists and volunteer announcements to participants, while specialized teams record brain signals, trying to find out which ad will work best. When it’s simplified, it sounds pretty
Barbados Email Lists sinister, and that’s why brands and companies do not like to talk about it, especially the consumer.
Since marketing was digitized in the 2000s and advertising was put online, we have finely improved KPIs and combined content optimization, programmatic advertising and advertising technology companies around the world trying to assault the mind of the average Internet user. It sounds like a bad idea, right?
There are two different sides of the history of neuromarketing. There is the side that says that everything is brightness, nothing of gold and, basically, everything BS, and then there is the side where we can appreciate the real science behind it and apply certain aspects of it to our practice. To truly understand and derive some benefit from neuromarketing, we must accept that its underlying basic principle is the psychology of the consumer.
The digital neuromarketing appeals to the methodology of the study of the 4 brains of Herrmann , where it can be identified how each action of digital marketing and e-commerce activates according to the cerebral dominance and the personality.
It is much less developed than the ‘middle’ and ‘new’ brain, and it activates most of the decisions we make. MarketingProf affirms that the main reason why neuromarketing exists, and we agree, is that you must appeal to the brain of reptiles.
However, in the model of the 4 brains it is clear, how to impact each type of consumer.
Each brain responds to an impulse, translated into questions, the neuromarketing must point in each personality to the following premises:
Need a concise entry
The simpler the language, the better.
- It is based on visual stimuli:
the brain is hardwired to make decisions very quickly based on what we see. (Visual sensory input is processed 50 times faster than the input of the auditory nerve, which is probably why cats believed cucumbers were a threat in 2015. We also believe that canes are sometimes snakes).
- It’s Emotional – The Head of the Department of Neuroscience at the University of California in Irvine is Antonio Damasio and says: “We are not thinking about machines that feel, we are feeling machines that think”.
- I like the contrast – Again, it’s a simple part of your brain. The easier it is to differentiate between things, the better.
- It is centered in oneself: it triggers decisions that are more beneficial for you and for you alone. Think “treat yourself”.
7 Tactics of Neuromarketing applied to Digital Marketing
- Be visual
Of your five senses, the Old Brain responds more strongly to the visual sense. In fact, processing things you see take up about half of your brain’s resources, and the other half is dedicated to everything else.
The neuromarketing lesson: use large images and accessories to help you reach your perspective visually.
- Create contrast
The old brain loves the contrast. And the closer the contrasted things are in their messages, the more powerful the impact will be. The contrast you want to create shows that your prospects to stay where they are today, the status quo, is an “unsafe” decision and that the change to your solution is the “safest” decision.
The neuromarketing lesson: show the perspective that where you are is not a great place (the “before” story) and then show that where you can go is a much better place (the “after” story).
- Use Firstfruits and Latest
The brain is also strongly influenced by first and last, beginning and end. The Old Brain is constantly alert for the unexpected, things that break the pattern to which it is accustomed. That means that your first big opportunity in your message is to take advantage of the moment when the Old Brain is paying attention naturally, the beginning of your message.
The neuromarketing lesson: you want to start with a grabber. And you need to close hot. Do not end with the typical phrase, “Any questions?” Instead, say, “You have seen how, only with us, you can do [positions of power 1, 2, 3]. So, where do we go from here? “Be direct and make it explode.
- Use emotion
The Old Brain uses emotion to mark things that are important enough to be remembered. Having an emotional response helps strengthen memories while those memories continue to form in the brain. That’s why people vividly remember emotional events, like their wedding day or the Berlin Wall, but they do not remember what they had for lunch a week ago.
The lesson of neuromarketing: Get some emotion in your message is the key to make your message memorable after you have left the room.
- Keep it simple
Overloading people with too much information generally results in one of four behavioral changes:
You can not answer It’s almost as if you saw doors closing behind their eyes.
Irritate or get bored You know you need to involve your potential client at the emotional level (see point 4 above), but these are not the emotions you pursue.
Begin to develop an attitude of “and what”. As in: “So what?!? Why are you telling me this? ”
No decisive action. The worst thing that happens when you overload someone with too much information is that you can not make decisions anymore. And that’s a killer when you try to sell something.
The neuromarketing lesson: Simplify your message. You do not have to tell your potential customer everything your solution can do. Concentrate on those things that are different about your solution. And do simple things using metaphors and analogies.
- Make it Concrete
The Old Brain prefers concrete language to abstract ideas. If you were asked to think of an apple, you could do it easily. Why? Because you have experienced apples with your senses. The idea of an apple is concrete for you. An abstract idea is something you have never experienced with your senses. An example of an abstract idea would be greater efficiency or improved productivity.
The lesson about neuromarketing: it is not enough that the prospect understands intellectually a benefit. Use visuals to make a complex concept simpler and to make a more concrete abstract idea.
- Make it personal
The Old Brain worries about survival, but who cares about its survival? Its own. He is not worried about anyone else’s survival. And one of the simple ways that the Old Brain sees you is like “part of my tribe” or “part of another.”
They have this 60-second advertisement in which many people appear dancing and being happy and all that in the whole world. But before they made that live ad, they tested it with consumers with EEG caps. In the end, “the brain waves showed stimulation in the limbic system and the frontal cortices of their brains, where memory and emotional thinking occurs,” Forbes reported. The announcement was part of his (then) new $ 100 million brand campaign that came out in September 2009 to attract more users to the search engine. They used neuromarketing to test if it was going to have the emotional effect they intended.
Do you know when you have eaten your own body weight in Cheetos and then you have to get rid of all that cheese powder in your fingers? You can all identify with that orange neon powder that makes Cheetos and the like a staple food.
So they hired NeuroFocus to study it and discovered that the borderline layer triggers an unusually powerful response in the brain: “a sense of dizzying subversion that consumers enjoy about the product’s mess. In other words, the stickiness is what makes those sandwiches so sticky. ” In the end, Frito-Lay used that information for their advertising campaigns with Cheetos, the stickiest product they had. You can see the resulting announcement that they made of the investigation here. This neuromarketing research actually won a NeuroFocus award.