May 19 2018
Marketing is one of the cornerstones of a business. Without good marketing, you can expect that your business will have dwindling sales, small to completely no following, and a questioning “what’s that?” whenever you mention your brand.
Marketing is how you present your brand to the people: packaging, logo, design, product posters, jingles, brand personality. All this is the job and essence of marketing, but marketing isn’t just blindly finding the right colours and an eye-catching design or jingle.
There’s actually science behind how marketing work. There’s so much science behind it that there’s a field for it called “neuromarketing”
What is Neuromarketing
According to neurosciencemarketing, neuromarketing is:
“Neuromarketing is the application of neuroscience to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements. In some cases, the brain responses measured by these techniques may not be consciously perceived by the subject; hence, this data may be more revealing than self-reporting on surveys, in focus groups, etc.”
Thanks to the advances in technology, it has become easier to understand consumer behaviour and seeing how the mind reacts to certain marketing presentations. This opens up the field of marketing to an even wider and better understanding of how consumers make their purchasing decisions and how marketers can better attract customers on a subconscious level.
In the hands of an expert and creative marketer, nueromarketing can be a powerful tool that can beat the competition.
Some neuromarketing techniques to use
Neuromarketing has been around for a while and has discovered some interesting neuromarketing techniques that can effectively improve your business’ marketing when used properly. Here are some techniques:
“Humanizing” Your Marketing
The old strict, professional, corporate-style marketing no longer works. Nueromarketing has found out that adding a “human” aspect to your marketing will help viewers and consumers feel less intimidated by your brand and feel more relatable and connected to your brand.
To add a human aspect to your marketing, try to add human faces or human elements like hands and eyes to your marketing design. You could also utilize emotional phrases and less business-sounding ones to make your pitch more connected with the viewers.
Online, most especially in social media, it pays to make your brand appear as human as possible. Social media is a place for people to connect with each other, so if your brand can connect to viewers on a human level, you’re sure to get lots of brand followers.
Use “Emotional” Colours
It has always been a well-known fact that colours have the power to evoke emotions, but it wasn’t clear how it can effectively be used in marketing.
Neuromarketing opened the gates to better understating how colours can affect consumer decision and other aspects of appealing your customers.
To fully utilize this neuromarketing technique, you must know what kind of emotions each colour provokes in a person, and mixing colours that will effectively play on the emotion you want to attract will strengthen the effectivity of this technique.
Reds usually portray excitement and adventure, while orange and yellows convey positivity and hope. Blues are often associated with cleanliness and calmness, and green with natural and organic. Mixing the right hues of colours can reinforce your desired emotion.
Attack Their Security
One big reveal that neuromarketing did was show that people respond to fear more than security. When you highlight what your product can do and the benefits if gives, there is less stimulus response. But when you highlight the dangers that could happen if they don’t purchase or utilize your product, you could get a more emotional response.
“Neuromarketing experts say that the brain’s pain avoidance response is almost three times stronger than the brain’s pleasure-seeking response. Making a purchase automatically turns on the brain’s pain centers (negative activation). As Seth Godin points out in his joy/cash curve, the most expensive and least expensive purchases are the most painful” reports an article on inc.com.
So when you make your marketing collaterals (both online and offline), try to ‘scare” your potential customers a bit and see how they react. It could be your technique for beating the competition.
The arrival of the neuromarketing field is a big leap for marketing since it opens up new doors and opportunities of marketers to better understand consumers. But knowing how it works and when the best time to use it will require skill and experience.
If you want to try your hands on neuromarketing but don’t want to learn the ropes, it would be best to hire an SEO team that has the knowledge and know-how on nueromarketing and how to utilize embedding ideas subconsciously to your audiences.