Neuromarketing – How Do Marketers Benefit from Neuromarketing?


The background:

Successful ads depend on many factors like powerful slogans, brilliant copies, and quality products. Yet, many marketers lament that successful campaigns are a “hit or miss” proposition to find those that generate big sales. There have been many instances in the past when customers have rejected new product ideas in the trail phase; but embraced it whole heartedly after the launch. Also there have been several instances when highly engaging, high-profile branding initiatives and advertising campaigns failed to deliver sales, while others have tasted tremendous success. And sometimes why customers don’t even need to see an ad to recall a brand perception or make a purchase decision. These contradictions have puzzled marketers for ages. But now, Neuromarketing attempts to find answers to all these contradictions.

What is Neuromarketing?

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.”[1]

Why Neuromarketing?

Marketers are using neuroscience in marketing to find the ever-elusive secret: How consumers’ minds actually work? Marketers have always struggled to develop the right ads which will lead to most sales. So, marketers have started looking at neuroscience to understand customers’ cognitive behaviour on:

  1. How they use their mind while responding to ads?
  2. And how this impact their decision making?

This involve looking at how the brain perceives a familiar brand logo or examining how visuals in an ad grab attention of the customer. It even delves deeper into the customers’ mind and analyzing the variation in their brain’s electrical activity varies when watching subtly different ads. All in all, there are many Neuromarketing insights, concepts, and methodologies that marketers try to integrate in their list of toolkits. The ultimate of goals of Neuromarketing is to gain new perspectives and have a more accurate measure of customers’ functional mind.

So how do marketers from Neuromarketing? Here is a list:

Neuromarketing have multiple benefits. Here are some of them:

Fresh viewpoints: Neuromarketing can give marketers a fresh perspective into many marketing challenges. It offers a new explanatory framework that puts many existing customer mind mapping in a new light.

Customer behaviour: There are several instances when customers’ thinking and behaviour are inconsistent. Neuromarketing helps to look into the gap between customers’ mind and their action.

Emotional and non-conscious insights: Feelings and emotions influence a lot in customer buying behaviour. Neuromarketing methods can often help uncover the triggers to these emotional responses in a way that a simple customer survey can’t.

Customer feeling’s measurement: Customer level of emotional attachment is difficult to measure. But then there is no way marketers can rate the feelings on a scale of 1 to 10.

Priming effects: A poster, logo, or package can activate wide-ranging of associated in a customer’s mind. This is called priming effects in neuroscience. With neuroscience techniques, marketers can measure the feelings that an ad or brand logo may trigger in a customer.

Examples of Neuromarketing:

Porsche made an ad where the company used neuroscience imagery to compare its driving experience to flying a jet. The ad is an attempt to ascertain what will stimulate the brain most. See the ad here:

Going forward:

Though these are early days for Neuromarketing, and studies so far in this field have been largely abstract in nature. But then, as of now, it is the only science which can tell marketers how human brains respond to a marketing stimuli. That’s where Neuromarketing can become a game changed tool for marketers. Currently, the topic has generated a lot of buzz across every industry and every business sector. And we may see many more examples of Neuromarketing in the coming days.