Can science and marketing work together to create more effective campaigns? The answer is yes, and the way is Neuromarketing.
Suppose marketers mix neuroscience and brain studies with marketing strategies. In that case, the result is stunning – more accurate and precise campaigns that focus at best on the target audience. Moreover, this kind of marketing is data-driven, and you know how much we love this approach.
Last but not least, Neuromarketing can become even more potent if paired with Artificial Intelligence. We are going to explain how and why.
However, don’t worry – we promise it won’t be too technical, but you will discover an incredible marketing field.
What is Neuromarketing?
As we were saying, Neuromarketing uses brain studies and neuroscience to understand and improve marketing. How can it do it?
In a few words, by analyzing the response of the brain to marketing stimuli. The definition of Neuromarketing by NSBA is the following:
“Neuromarketing uses neuroscience to reveal subconscious consumer decision-making processes. Neuromarketers study brain- and biometric responses, as well as behaviour, to understand and shape how consumers feel, think, and act.”
But why is Neuromarketing so popular? Let’s just say that Harvard Business School professor Gerald Zaltman states that 95% of all cognition occurs in the subconscious mind.
Emotions and thoughts are not only something nice and exciting but without any purpose. They are, in fact, one of the main drivers of marketing because human beings are way less rational than what they like to believe.
Moreover, according to a study by Google and CEB, “B2B brands achieve twice the impact with buyers when using emotional marketing, compared to marketing based on business value”.
This means that knowing how the brain works, how emotions develop, and their effects on consumers and clients is one of the most important things you could learn. It can help you to improve almost everything, from the scent the people smell when they enter your shop to the way you create your company website.
Why Neuromarketing is useful for marketing strategies
It is interesting to know that Neuromarketing uses the “brain” to improve marketing strategies, but how exactly does it work and which are its practical applications?
To simplify, we could say that marketers can apply Neuromarketing to almost every aspect of their campaigns.
It helps to understand people’s motivations and emotions, it says which elements of a display work best, and more. The applications are various – online, offline, in the strategy process, during the targeting and more. Neuromarketing isn’t only extremely useful but also pervasive!
In the next paragraphs, we will see how marketers can use this technique to improve their advertising campaigns, online and offline.
The packaging isn’t something that we discuss very often because we usually concentrate on more immaterial elements.
However, it is a good start to talk about Neuromarketing because it helps understand in a simple way how immediate and essential it is in every aspect of communication.
When you go shopping for groceries, the scenario is typically double: you reach for your favourite brand or just grab whatever product doesn’t cost too much. Sometimes, you change from your usual brand to try something new.
But how do you pick your favourite with so much confidence? You know it, and, most importantly, you recognize it at first sight. Thanks to elements like shape, colours and materials, brands can suggest different emotions to their consumers, from elegant to playful, from edgy to pop.
How much do emotions influence our buying decisions and behaviour?
Short answer: a lot more than you can imagine.
It is the reason why Neuromarketing can improve your customers’ perception of your brand, for instance, by working on the customer experience.
It can help enhance the emotions and the feelings you would like your customers to experience, for instance, with the help of music, smells and images that belong to a specific imaginary.
Suppose you can make your target audience feel in the best way possible, according to your brand’s values. In that case, you will benefit from it in terms of sales, reputation, loyalty and even brand identity.
Do you know what your customers think and desire? If you answer that there is no doubt about it, maybe it is time to reconsider your view.
Why? Because people like to keep for themselves part of their thoughts. Thanks to Neuromarketing, you can bypass this element and count on a more precise and sincere answer that will tell you a lot more about your brand and your customers. It’s science!
Eye-tracking on websites
Let’s talk practical. Your website is one of the primary and most essential elements in which your clients stay in touch with you. This means it is an excellent opportunity to use Neuromarketing at its finest.
For instance, if you start using eye-tracking technologies, it will be easier to understand where people look more frequently. By consequence, you will be able to put right there the most relevant information!
It could also give you some hints to improve other elements of your website. Have you ever heard of the baby products’ case?
Imagine that you spot a commercial for a juicy hamburger, maybe right before lunch. Is it mouthwatering, right? Nothing could make it more desirable.
However, did you know that you could find it more or less tasty depending on the picture’s direction?
A picture’s direction can become more or less interesting for us because orientation stimulates our minds differently and, by consequence, purchase intentions.
Neuromarketing and AI
You got it – Neuromarketing is cool and useful, and brands that implement it can have lots of benefits from it.
But here we are discussing artificial intelligence, right? So, how are the two methods going to be useful together?
Let’s dig deeper and find it out.
How to use AI in Neuromarketing and what marketers should expect
Suppose emotions are so powerful in our decision-making process. In that case, if we can scan them, we can also create more efficient ads. And which is another way to develop efficient ads? AI. Combine the two, and you have a mind-blown power.
It is not a secret because the Emotion AI market is projected to grow from $6.72 billion in 2016 to $36.07 billion by the year 2021, according to MarketsandMarkets.
The keys for the perfect use of Neuromarketing are empathy, understanding and listening. Marketers need to see their customers as people, now more than ever. Neuromarketing and AI can help you boost CTR and revenue, but don’t forget your human side.
But how can AI become powerful support for your marketing in practical use?
Let’s see some examples.
Do you remember the Pixar movie, Inside Out?
We can reduce all our emotions into six categories: happiness, surprise, anger, fear, disgust, sadness. Emotion recognition is possible, thanks to machine learning. It can help to know what people think of different products and services, for instance, your next TV commercial.
Customer segmentation for personalization
Personalization is one of the crucial drivers for marketers. We already said that more than once. Neuromarketing can help to make it even more precise and goal-oriented.
Analyzing all the data AI can collect from a neuromarketing perspective allows understanding even better people’s motivations, ideas and desires.
It means that this process can lead to a more precise segmentation and knowledge of the target audience.
How marketers usually knew how a campaign went?
They had a test with a focus group or crafted research with a closed group of people. It means that they could not refresh and update the data they collected.
With AI, we play a different game: thanks to technology, marketers can keep all the focus groups, live data and resources updated at any moment.
Neuromarketing is the science of the brain applied to marketing strategies. It helps brands to make marketing decisions and campaigns more efficiently, saving time and money.
Artificial intelligence can empower it and make it more efficient, thanks to the data it can analyze.
Do you already use one or both of these techniques and technologies? Tell us more about it on Instagram!