As a marketer, you may have many questions such as how does the consumer decide to buy? What are the important factors in the consumer decision-making process? How much the consumer willing to pay? In order to answer these questions, we should go a step further and use modern techniques instead of traditional methods. Methods which focus on customer’s feelings instead of product features and thus, will lead customers into the sales funnel. Moreover, the human`s brain is complicated and customers do not act rationally always and many of their behaviors are unconscious. As a result, in this level neuromarketing will help us to understand how consumer`s brain works.
Neuromarketing is a new field of marketing which uses neuroscience, psychology and medical technologies such as Functional Magnetic Resonance Imaging (fMRI) and ElectroEncephaloGraphy (EEG) in order to read the brain`s responses to the marketing stimuli. Furthermore, neuromarketing describes the customer decision-making process from the beginning to action and helps us to measure the customer`s preferences. In other words, neuromarketing analyzes brain`s activities by measuring the performance of different parts of the human`s brain through brain imaging systems in order to analyze the customer reaction to the packaging, advertising and other marketing elements. Neuromarketing focuses on the consumer decision-making process and behaviors. Neuromarketing is a bridge between psychology and marketing.
Neuromarketing helps marketers to design products more effectively and helps marketing campaigns to focus more on the brain`s responses. Neuromarketing aims to figure out what kinds of advertisements evoke customer`s feelings and which way is better to convince the customers to purchase our products.
Here are 5 neuromarketing techniques marketers should know:
1. Eye Tracking: Looking through Consumer`s eyes
Eye Tracking is a tool that allows you to follow the points that the customers gaze at; In other words, as the name suggests it helps to see through the eyes of your customers. Additionally, Eye Tracking lets us to simulate a real situation with designing a scenario.
2.Taking a Look Within the Consumer Brain`s Function through fMRI and EEG
In fact, these techniques help us to know exactly what people are looking at and what they are thinking to buy. There is certain equipment such as fMRI and EEG that can read the human`s brain activities while using a product. These devices have the ability to analyze the people brain activities and can relate a stimulant to the brain`s reaction. Moreover, it is useful to find out which element provides which kinds of instinctive feelings in the user like excitement, anger, and sadness. The most important benefit is that in this method clients cannot lie or exaggerate.
3- Facial Coding: Looking at Customer`s Faces to Find Out Responses
It is not always necessary to analyze the customer`s brain in order to measure what they truly feel. In other words, we can learn a lot from customer`s faces too. There are some tools that can detect tiny movements of face muscles. In other words, when we show certain emotions like happiness, excitement and anger, we use specific muscles to achieve this and thus, we will have the possibility to continue our analyze and know the client’s feelings.
4- Hearing, Seeing, Smelling and Touching through Sensory Marketing
Besides the above techniques, neuromarketing has also more functional applications like Sensory Marketing. There are several forms of sensory marketing which all of them are trying to influence the target audience in order to encourage them to purchase. The smell is a perfect example of the use of sensory marketing. For instance, it has been proven that the right fragrance in a clothing store, can show the customer that all of the products are unique and thus, persuade the customer to make a purchase. Sound and light are also very useful examples. When customers hear high sounds, they pay more attention to lights and when they hear low sounds, they pay more attention to darker areas. Furthermore, the right font size helps us to convey the message to the audience correctly. The type of font is different according to the situation. Based on the conducted surveys, the subtle changes in the shopping stores can have significant results in sales.
5- Mind Tricks and Psychological Methods
There are also some subtle psychological tricks that can engage the audience mind. For example, the sign of dollar and euro on the tag price, seem to be unimportant but it has a significant impact on customer mind. Studies have found that removing the dollar sign from tag price makes customers purchase more. Another example is that we can have an impact on customer’s behavior and decision-making through visual stimulants and color psychology. Moreover, based on the conducted surveys, a brand which knows the correct combination of colors is more reliable for customers. Additionally, the anchoring effect is a psychological term which also uses in neuromarketing. Anchoring effect causes people to make a decision based on the first piece of information they have.
While in the past, companies spent a huge amount of money on advertising, in the modern era the biggest marketing challenge is to get the best result with the lowest budget. Neuromarketing helps us to review our strategies and design our products more wisely. Moreover, by evoking customer`s feelings and increasing the sales, we can have high ROI rate. The purpose of neuromarketing is to figure out how the consumer`s brain works and which factors have an impact on their purchasing decisions. Although customers show what do they need, how much money they willing to pay and even what kinds of ads they may face by their behavior, the only way to achieve our goal with the lowest budget is to understand the unconscious part of their brain.
As you can see, neuromarketing has plenty of ways to strengthen the brand`s relationship with the customers. The key is to know when to use which techniques. To get inside your customer`s head and determine what they are thinking, rely on Macan digital marketing agency. If you invest in Macan digital marketing agency, you can engage in more powerful marketing in Dubai.
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