Neuromarketing: What is it and why should you use it?
Written by Walkiria Arndt
We evaluate multiple possibilities using cognitive and emotional processes when making decisions. We turn to logic, emotions, friends, parents, articles, blogs - anything and anyone that can offer a suggestion. And, finally, after weighing the options, we make a choice. Choices happen in everyday situations like in restaurants, groceries stores, or movie theaters. Have you ever stopped to think why you chose one thing over another?
Generally, we choose what we believe to be the most beneficial for us when going through the decision-making process. While this may be true, does the end result really depend solely on what we consider to be the most beneficial to us?
The answer is no.
When making a decision, we activate different mechanisms of our brain such as reason, emotion, or instinct. This is the basis of neuromarketing. Neuromarketing is a framework that helps us understand how each of these mechanisms is used during purchase decisions. It is a more scientific approach to help brands create value, increase competitive advantage, and generate maximum consumer satisfaction. The combination of neuroscience and marketing is the key to understanding your target audience behaviour.
Neuromarketing is the front door into your marketing strategy. It is what will catch consumers’ attention, highlight a purchase desire, and create a need that they didn’t even know existed.
So, what should be analyzed before creating a neuromarketing strategy?
Before creating a strategy (and this applies to any strategy, not only specifically for neuromarketing) it is necessary to know the customers’ needs and wants. For this reason, an improved study of the target audience and their behaviors is essential to create value and build relationships.
You’re probably thinking, “okay, so how can I apply neuromarketing to my business?”While it’s not always easy to apply the concepts of neuromarketing, there are some techniques that you can apply in your communication with customers that will help you "reach their brain." Here are five ways you can easily implement neuromarketing concepts within your own marketing strategy.
#1: SHOW CONSUMERS THAT THEY CANNOT LIVE WITHOUT YOUR PRODUCT
Take advantage of everyday situations to show your target audience how everything is easier when buying your product or service. Identifying the cost-benefit ratios and advantages-disadvantages can help in this process of communication.
#2: FOCUS ON BENEFITS
You must clearly communicate what your client will get with your product or service. Highlight the benefits, don’t forget to promote your unique selling point, and always underline all the differentiating attributes that add value for your customers.
#3: USE SIMPLE, DIRECT, AND FAMILIAR LANGUAGE
Whether you are speaking directly to your customers or creating a marketing campaign, you should apply a simple, direct technique. The goal here is to offer your products or services in the most natural way possible through all communications.
#4: TELL A STORY
By producing excellent storytelling your audience will become involved with the story and this will create emotional bonds. Create a story that the audience can identify with and then you will get their attention. Don’t forget that to reach their heads, you should first reach their hearts.
#5: STIMULATE VISUALLY AND EMOTIONALLY
Last, but not least, the brain clings to colors, sounds, textures, smells, and everything that creates feelings and emotions. Use this to your advantage. Try to put yourself in the place of the consumer. How would you feel if you were purchasing your product or service? As the brain makes its decisions unconsciously, stimulate these senses to make a difference when your audience makes their purchase.
Neuroscience explains a lot about the consumers mind. When I first heard about it, I thought, "Hm, this does not make any sense." Now, the first thing I do when thinking of a strategy is to put myself in the audience's shoes. I start to "rationalize" what makes me prefer one product over another. It works. That’s how I know that neuromarketing can make all the difference in your marketing and communication strategy.
If you aren’t sure where to start when it comes to applying neuromarketing to your own strategy, give us a call and we’ll help you connect with your target audience on a deeper level.