Marketers are racking their brains over how to convince a customer to buy. There are many case studies on how to positively influence consumer behaviour. Can we ever see inside the customer’s head? Neuromarketing can already tell us a lot.
What Is Neuromarketing?
Neuromarketing is a science that deals with customer behaviour. It examines how the customer reacts to specific stimuli without being influenced by the relationship to a specific brand.
The goal of neuromarketing is to find solutions that direct customer behaviour in the desired way. Research conducted by scientists monitors brain activity during various marketing stimuli.
Nowadays, there are already applications that, for example, can identify places on graphic visuals and suggest improvements to attract customers’ eyes. The effectiveness of sales thus goes upwards.
How Does The Customer’s Brain Work?
The research thus observes how the customer’s brain behaves when making a decision. The question is whether he will buy the given product or not. There have even been speculations that in the near future scientists will be able to find the buy button in the customer’s brain and activate it. Let everyone consider the moral and ethical side of these efforts.
The result of neuromarketing outputs are more effective presentations of products and thus an increase in interest in them. In the end, by applying neuromarketing, advertising does not have to be significantly invasive, because better processing and better presentation will ensure a faster purchase.
Neuromarketing includes several scientific fields:
Knowledge from neuromarketing is used not only by the commercial sphere, but also by politicians.
Want To Improve The Performance Of Your Campaigns? Apply Neuromarketing
Convince the customer that your product is the one they need and will use. How to do it? Neuromarketing focuses on the customer’s feelings. It monitors his reactions to stimuli.
Based on this, merchants can then adjust product offers and their visuals, which ultimately increases interest in the product and brings higher profits.
We Behave More Irrationally Than Rationally
When shopping, many customers behave irrationally and cannot give a reasonable reason why they bought a given product. It is neuromarketing that monitors these processes.
For example, in a brick-and-mortar store, you can try different genres of music. Similar attempts have already been made in the past. For example, the British musician Brian Eno created a composition for airport hall’s – Music for Airports (and laid the foundations of ambient music at the same time).
Or you can also improve your customer service. There are phrases that customers don’t want to hear, and vice versa, there are phrases that please their ears. Whether you use live chat, a chatbot, or communicate by phone, focus on the words you use. Even small changes will bring more positive reactions.
Artificial Intelligence As A Neuromarketing Assistant
When evaluating creatives from the point of view of neuromarketing, artificial intelligence comes into full play. Two important factors are monitored:
the difficulty of visual recognition,
understanding the content.
These two factors have an influence on further events in the brain. They affect attention and the strength of the memorized content. If these two factors are correctly captured, the consumer will more easily identify the message from the visual.
Our brain is taught to save energy, so it does not want to work on identifying the communicated elements. It simply works that the more demanding and complicated the creative, the faster the brain stops working. He doesn’t want to. If he wants to, he uses familiar routines.
As a rule, the brain examines the visual for about half a second. If the stimulus does not interest him, he moves on.
Incorporate Neuromarketing Into Your Marketing Communications
It is therefore necessary to use neuromarketing in marketing preparation and to test individual graphic visuals. The goal of such modifications is to gain attention, keep the product and the message in the customer’s mind and, through increasing attractiveness, lead them to purchase the given product.