Neuromarketing: An exciting new technology to revolutionize your marketing potential
Thursday, June 18, 2020
According to a new report, the most significant adjustment in marketing activity during the age of COVID-19 has been to change messaging, with almost half (45%) of responding business owners doing so.
Imagine how powerful and effective your updated messaging could be if you knew exactly what your consumers found exciting on a cellular level. This is entirely possible thanks to neuromarketing, an exciting, fresh technology that is tipped to revolutionize how brands can message their demographics.
In essence, neuromarketing is a strategy that uses measurements of a person’s brain activity and nervous system to figure out what they find interesting and desirable. Marketers then use this info to tailor their platforms and direct advertising outreach to deliver what their customers want. Then, campaigns can trigger responses that are connected to buying, according to an explainer by Single Grain. Content can be adjusted and tweaked to reflect neuromarketing-driven data on an ongoing basis as well.
Neuromarketing sounds pretty exciting, doesn't it? It is, and it can potentially be an incredibly powerful tool — but you've got to use it the right way, both technologically and ethically. Here are some key points about neuromarketing you need to know.
Neuromarketing encompasses a process of measuring biometrics, neurometrics and complex algorithms to aid marketers in reaching their audiences.
This is done through the monitoring of human subjects in a research setting. Not only are these subjects asked questions related to marketing via surveys similar to ones you probably use now, but they are monitored via physical functions as well. Their reactions to copy and images are measured via eye movements, the speed of their heart rates, how quickly they're breathing, and through analyzing their brain activity via MRI and EEG testing.
To accomplish gaining this level of scientific data, marketers for brands work with neuroanalytic companies, who do the scientific legwork for them.
Spark Neuro is one company that is known for its innovative work in this area. Once neuroanalytics are completed in a study of subjects, the data gleaned is then presented to a brand and the neurolanalytic firm it's working with offers suggestions on how the data can be translated into specific consumer insight for products.
Then, you, as a marketer, would incorporate the neuromarketing data into your messaging. You would use it to create excitement and interest in your audience as it learns about your products and services, hopefully eliciting an actual physical response from a consumer that spurs an immediate sale.
You must always use neuromarketing in a fair and ethical way.
Since the process involves actual human response information, it's key to always think of neuromarketing data as a general guideline, not a tool directly involving specific consumers in your demographic. This means you never ever use the technology in any form of one-on-one outreach and you never offer it as part of any personalized survey.
Security and privacy measures to make sure your customers' responses are kept safely confidential are tantamount. Neuromarketing is not about exploiting your customers in any way — it’s about applying concrete scientific data to consumers as a whole, so you are working with universal emotion and reaction.
The future applications for neuromarketing are huge.
As the field develops further, brands can target both niche and wide audiences. Brands can form alliances to cross-market more easily, and advertising can become more interactive as marketers learn what consumers want on a cellular level in even more depth.
Want to get started using it right now? Look into the process further by reading up in-depth, then reaching out for an introductory chat with a neuroanalytics firm that can lay out your specific business options. Neuromarketing is a truly thrilling game-changer when it comes to your business potential — so learn everything you can about how it might serve both your short- and long-term goals.
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