How to use Neuro Marketing to change consumer buying behavior?
by Digital 365
What is marketing?
You may get all sorts of varied answers to the above question. But in simple terms, marketing is all about understanding consumers’ behaviors, needs, and motivations and then delivering an experience that aligns with all those points.
That is why companies that designs marketing campaigns, whether it is writing a copy or testing different Ads, in line with customer pain points end up winning the customers.
This means that marketers who have a solid understanding of consumer behavior and psychology are typically going to better at getting ROI for marketing operations.
Neuromarketing takes this concept to a whole new level.
It allows you to create marketing materials that resonate with your audience from a cognitive place.
What is NeuroMarketing?
To completely understand neuromarketing, first, we have to understand what is neuroscience.
“Neuroscience, also known as Neural Science, is the study of how the nervous system develops, its structure, and what it does. Neuroscientists focus on the brain and its impact on behavior and cognitive functions.”
With this definition in mind, we can better comprehend neuromarketing.
“Neuromarketing is essentially designing marketing materials (including your website, ads, email campaigns, and content) to evoke specific neurological reactions that trigger emotions or responses that are linked to purchasing.”
The whole idea is to understand how your consumer’s brain actually works when he/she takes any buying decision and reverse engineer to create marketing campaigns.
The term neuromarketing may sound new or advanced, but the term was actually coined in 2002. Earlier it was known by the term neuroscience or decision science.
How does NeuroMarketing work?
Neuromarketing isn’t just about basic strategy.
If you are a big business then you can actually invest in high-level research to see how real consumers are responding neurologically to your real campaigns.
If you don’t have an R&D budget, you can actually look for the preexisting research on the subject.
Businesses may use the following techniques for neuromarketing research:
- Gaze mapping:
You can use the heatmap to see where the customers are looking most often.
You can use this for online marketing content, but you can even supply customers with portable glasses to track where their gaze is going as soon as they walk into your store.
Are they actually looking at the signage or are they missing your high-value offers because they’re tucked just out of sight?
- Facial expressions:
You can actually attach sensors to the face and measure tiny movements in the subject’s facial muscles.
Even the subtle expressions of surprise, anger, and joy can be detected, helping to assess the emotions you’re triggering.
General NeuroMarketing Principles
Many businesses using neuromarketing won’t run tests themselves but instead will use marketing methods that are backed by psychological research.
There are small changes that we know can make an impact on perception and consumer behavior, such as:
- People tend to choose healthy food options when displayed on the left side of the menu.
- Large, open spaces in luxury stores are associated with high social status.
- Removing dollar signs from price listings can actually boost sales.
It’s not just about visual changes, either. In marketing, you can also use sensory cues like touch, sound, and smell to influence buying decisions.
Is NeuroMarketing helpful in market research?
Neuromarketing can be exceptionally useful when it comes to marketing research.
It can provide valuable insights into how the consumer is feeling and thinking and improve the effectiveness of your marketing campaigns.
Trigger emotional response:
Psychology has shown us that consumers unconsciously gravitate more towards avoiding pain than we do towards gaining something positive.
Therefore, appealing to pain points that can trigger an emotional response tied to loss avoidance can be a strong marketing strategy.
Draw attention where you want it:
We are neurologically wired to respond to certain visual cues, and knowing these tricks can help you direct the viewer’s gaze right where you want it, putting a big emphasis on the product or service that you want to sell.
For example, using contrasting colors to draw the eye straight to a CTA button is a common tactic.
Make design work for you:
As crazy as it may sound, we read a lot (usually unconsciously) into the visuals that we see in marketing campaigns.
The research found that people make judgments subconsciously within 90 seconds of first seeing something or someone and that 62-90% of that assessment is based on color alone.
Similarly, people tend to judge fonts as having different meanings.
Neuroscience is a powerful tool, but it is a tool and thus should be used to tweak your brand’s strategies. To get the best results, neuromarketing should be used along with careful split testing, detailed analytics, and reaching out to customers directly.
Was this blog in anyways helpful for your business? Tell us in the comments.
April 26, 2020