The practice of neuromarketing, which began in about 2006, has been employed by many brands. By using EEG and functional magnetic resonance imaging, it is a research technique that aims to find out what people are really thinking and feeling when they watch ads. This information can help clients develop publicity that will be more appealing and hence result in more sales.
This method can be used to transform low-scoring ads to make them more effective, which would save unnecessary expenditure on ineffective ads. With neuromarketing, there is thus a degree of certainty to the art of persuasion, which will enable marketers and public relations pros to make a decision based on science.
As marketer Rick De La Croix has noted, “Neuromarketing provides fresh insights as it gives a very different perspective compared to traditional research. These insights are used in various ways. They can be used to determine how to design better imagery to capture attention, or how to effectively edit an ad to make important information more memorable.”
The decisions that our brains make are complex. Neuromarketing helps to tap into 95 percent of the decision-making process. The goal is to reach a deeper understanding of consumer behavior. Different types of messaging components are used in this type of marketing. One of these is pattern interruption. For instance, the Energizer bunny has used a repetition technique in advertisements for decades to remind customers that its product ‘keeps going and going…’ Given below are more examples of effective neuromarketing:
1) Effective packaging
Neuroimaging has resulted in striking and attractive packaging. Frito Lay’s has used neuroimaging to change their packaging as a result of studies that have shown customers have responded positively to certain types of packaging.
2) Decision making
Consumer behavior research can sometimes make conclusions that go against traditional beliefs. Too many choices can actually be confusing and serve as a deterrent for potential customers. By using different types of setups, studies have found that displays that contain a wide variety of choices are less likely to get customers to stop. Hence, sometimes less is more, and prevents customers from being overwhelmed by too many choices.
3) The evaluation of satisfaction
Identifying the customer’s level of engagement in relation to a product is priceless to the marketer. For instance, if a customer feels frustration with a product, then there is definitely an issue that needs to be addressed. In this case, EEG may be used to evaluate consumer satisfaction.
4) Priming effects
Each poster, logo, or image leads to a range of associated ideas in our mind. Neuroscientists call this effect priming. Some of these ideas relate to the feelings and concepts that an ad or logo may cause in us. Some of them lead to goals, often without us being consciously aware of it. For instance, the desire to buy something expensive may have been caused earlier in the day by noticing an ad for a luxury brand.
