Neuromarketing brings together neuroscience and marketing. Evidence-based science and marketing are meeting here.
To improve marketing effectiveness and ultimately increase sales, neuromarketing is used. This is a marketing discipline that uses neuroscience research and consumer behavior.
Most have no idea what really motivates their customers to purchase the product or service. They know their gender, age, and other basic demographic data. But what really motivates customers to make the purchase?
The funny thing is most customers themselves don’t even know why they make a particular purchase. Scientific research on the human brain shows that 95% of decisions are driven by unconscious drives. For this, the biggest unconscious drive is our emotions.
How does neuromarketing work?
Studies use technologies to find out how people respond to marketing messages. Examples include heart rate, eye movement, an FMRI scan of the brain, or facial coding.
It further proved that social norms such as reciprocity, authority, and social proof influence human behavior. Also, certain colors can trigger a specific emotional response.
Image research was also examined. This showed that images are processed faster than words. In addition, images of women, children, and puppies are more likely to be perceived as attractive. Finally, it was proven that rounded numbers are seen as a better deal than, say, 99.99.
the difference between marketing and neuromarketing
Marketing looks at a consumer’s decision-making process from a conscious standpoint. This depends on what the consumer self-reports about what they think, feel, or believe. Despite people consciously holding a certain view, something else may be believed unconsciously. This is called cognitive dissonance.
Understand the customer using neuromarketing. This is a relatively new marketing discipline. It supplements traditional research with new information that can only be obtained through neuromarketing.
In conclusion, apply neuromarketing to better understand and ultimately change user behavior. Try to understand the target audience better than the target audience understands itself.
Focus on behavioral science to bypass conscious biases. Identify automatic responses that are universal to all people. As it becomes increasingly difficult for marketers to capture the public’s attention, neuromarketing is becoming increasingly important.