Understanding Neuromarketing
Successful branding and marketing rely on emotional connections. Your customer will remember you if you’re able to make them feel something for your brand. According to scientific research, 95% of our purchase decisions are driven by subconscious urges, the most significant one being emotions which we later explain with logic.
What is neuromarketing?
Neuromarketing is the scientific study of how the brain responds to branding and advertising. Neuromarketing research uses technologies that observe brain activity and biometrics (like heart rate, eye movement, EEG imagining, fMRI scan of the brain, galvanic skin response, facial coding, etc.) to understand how people respond physiologically to marketing messages.
Neuromarketing is a combination of:
- Neuroscience
- Behavioural economics
- Social psychology
How is it different from traditional marketing research?
Traditional marketing methods include surveys, focus groups and interviews which focus on understanding a customer’s decision-making process from a conscious perspective, whereas neuromarketing aims to understand customer behaviour that he/she/they/them might not be consciously aware of.
The issue with traditional marketing research is that it relies heavily on the customers self-reporting what they think, feel and believe. Since our perception of the world around us is constantly changing, we might hold one view consciously while subconsciously believing something else, otherwise known as cognitive dissonance.
5 Benefits of neuromarketing:
- Identify customer’s subconscious responses to different marketing messages
- Resonate with customer’s subconscious needs and desires
- Improve advertising campaigns and strategies
- Explore which marketing message triggers the customer
- Improve customer experience
Neuromarketing insights will become increasingly valuable to over 80% of companies who plan to compete mostly or entirely based on customer experience. At Neurohook we have access to the latest neuroscientific research about online human behaviour. Get in touch with us today to know how we can leverage neuromarketing for your business.