Today, many companies use neuromarketing to implement marketing campaigns, create discussion groups, or even conduct market research. Although many of them use tracking tools and web analytics, they must be supplemented with an analysis of human sentiment and behavior. But various studies show that, contrary to what we think, our decision-making is not influenced by our conscience…
Neuromarketing: Definition and Peculiarities
By definition, neuromarketing is the application of cognitive neuroscience to communication and marketing in order to find out why a consumer makes a purchase. Also known as neuromarketing, it studies their emotions and notes their brain activity based on emotional, emotional and sensory factors.
Thanks to new technologies and by showing consumers stimuli such as images or a product, it is now possible to discover which ones caused a high level of brain activity and which part of the brain was stimulated the most. In this way, you can easily understand the processes of decision-making, memorization and attention.
But before moving forward, you should learn to distinguish between the three types of brain:
- reflective brain It is intended to understand verbal language. Also called the neocortex, it governs our rational thoughts through highly analytical skills. It is the newest and most advanced of the three minds;
- The limbic or emotional brain : is responsible for emotions and memory. This intermediate brain, based on emotional memory, has been given for sixty million years in order to moderate the emotional part of our decision-making;
- primitive brain : Controls swallowing, heart rate, digestion and breathing. At 500 million years ago, it represents the oldest brain of the cerebral system. From it comes certain reactions and behaviors aimed at ensuring survival or the basic needs of life. It reacts more to stimuli and plays a crucial role in decision making.
6 motivators to use to encourage decision making
Play the sentiment card to divert the consumer from a possible logical reversal. In this case, you are appealing to the limbic brain and the primitive brain. Strongly influenced by emotion, the limbic brain will be the one that guides the consumer’s decision without giving the brain logical time to analyze the information. Under the impetus, he immediately buys the product that interests him.
Many companies are currently working on making consumers feel different emotions in order to encourage them to buy subconsciously, thus the success of sensory, experiential and emotional marketing with brands.
In general, a person likes to be praised and to be the center of attention. By playing on this situation, which is heavily influenced by the primitive mind, you will be able to push the consumer to carry out the required actions through your marketing campaigns.
Know your target’s needs, problems, and expectations in order to focus your communications on them. You must personalize the message you convey by addressing each recipient in particular.
Feeling the importance of the company, the consumer unconsciously activates the reptilian brain. Thus, he is convinced that the offered services or products are a solution to his problem.
For a more effective marketing campaign, “you” and “your” should be prominently featured in your message to grab the attention of the recipient. Show him that he is the center of attention by avoiding using “we” or “me” and not talking about your experience or the qualities of your brand.
The reptilian brain is systematically populated by images and other visuals. Compared to words, it absorbs the information transmitted more quickly. Since the optic nerve is directly connected to the reptilian brain, it is able to transmit about 20 times more data than the auditory nerve. To easily convey your message, bet not only on photos, but also on videos.
Attract the primitive brain by playing with colors and their meanings. To do this, offer him a different environment than the one in which he used to live, because the reptilian mind decides faster in the face of various oppositions, such as hard / easy, fast / slow, after / before, etc. By doing this, you increase your chances of getting his attention quickly and taking advantage of the few seconds he has to help him make a decision.
Showcase your message with harmonious blends of colours, contrasts and original typography. On your logo, for example, you can use custom icons and shapes to quickly engage the reptile’s brain.
Focus on the first and last impression
While the brain accounts for 2% of the body’s mass, it consumes about 25% of a human’s energy. The latter actually consumes more energy than the stomach and tends to save its reserves by processing as little information as possible.
When you send a message to it, it does a diagonal reading by keeping the beginning and end of that message private. In your advertising campaigns, focus on the most important information at the beginning and end of your messages. This will leave an unforgettable first and last impression.
The primitive brain is unable to understand expressions: it cannot perform logical reasoning or analysis. If you use complex words that include the intellectual property of your products, you will not package them. So prefer common words that are easy to understand and use short, precise sentences so that the primitive mind quickly understands the message being sent.
Over time, sales research techniques have changed, and traditional marketing is no longer the only approach used. Sure, digital marketing is evolving, but neuromarketing is also attracting more and more brands that face complexity and difficulty standing out in a saturated market. By combining neuroscience, social psychology, and market research to better create your ad campaign, neuromarketing makes it possible to design products, set pricing, and drive decision-making more easily to incrementally change the future of marketing. By taking these motivators into consideration, you will be able to improve your marketing strategies and develop your activities.