Using neuromarketing, marketers can study a person’s brain activity to see his / her response to marketing stimuli. Nueromarketing isn’t new, but has become a lot more widely adopted by larger brands. Nielsen’s investment in neuromarketing research company NeuroFocus helped to increased credibility of neuromarketing, and offer additional brain power (yes, pun intended!) to bigger brands. For instance:
PepsiCo: NeuroFocus tested women’s responses to Baked Lays, which helped shape an ad campaign and new single-serve packaging.
THE ELEMENTS Channel: Marketers implemented EEG, eye-tracking and skin response ways to measure viewer reactions to different promotional trailers for just one of its popular series.
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Ebay: NeuroFocus redeveloped a fresh brand identity predicated on tests they did with consumers by measuring emotions and brain activity.
Daimler: Marketers used fMRI research to shape an ad campaign featuring car headlights that resembled human faces, which caused a reaction that linked with the reward center of the mind.
Popular neuromarketing techniques include:
EEG (Electroencephalography) , is a test used to detect abnormalities linked to electrical activity of the mind. The test is conducted with small discs positioned on the scalp, which sends signals to a computer to track results.
fMRI (Functional Magnetic Resonance Imaging) “is an operating neuroimaging procedure using MRI technology that measures brain activity by detecting changes connected with blood circulation,” according to Wikipedia.
SST (Steady State Topography) “is a methodology for observing and measuring mind activity.”
Galvanic Skin Response may be the response of the body that triggers electrical variations on your skin.
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Some tips about what we know about the mind, and how exactly to use that knowledge in your marketing and ad campaigns:
The more emotions you trigger in your ad campaigns, the much more likely you’ll win customers or users. This ties in to the value of storytelling for brands vs. simply selling.
As noted in Daimler’s ad campaign, the brain’s reward center could be triggered with the proper messaging and imagery. Experiment with different ads to see which perform best.
Images certainly are a key element of all ad, content and marketing campaigns. For example, articles with images get 94 percent more total views.
Appeal to your customer’s selfish side, and win massive audiences. Kim Kardashian did a phenomenal job of the.
Make an effort to incorporate as much senses as possible with an ad campaign. This can help to make a more instinctual reaction. The Pepsi challenge is a superb example.
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Ensure you articulate the gain vs. pain tradeoff clearly, as our brains are wired to either seek pleasure and/or avoid pain. Kevin Hogan, writer of The Science of Influence, explains that "a lot of people react to worries of loss and the risk of pain in a more profound way than they do for gain."
Neuromarketing takes benefit of our subconscious decision-making power by leveraging psychological instincts, in subtle ways, that lead us into actionable decisions, that can be as simple as offering a free of charge