Informative, Science

Neuromarketing

There are lots of techniques and methodologies which are developed overtime. Most of them often fade. But in those fade there are some techniques and methodology which are studied in a more detailed manner making it very much precise and worth applying for companies in large.

Coming from a commerce background and studying MBA in marketing, I came across new marketing concept which is affecting the way we are pursuing some of the brands. The concept which is disrupting in today’s marketing world is “Neuromarketing”.

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In a simple words, neuromarketing is a commercial marketing communication which applies neuropsychology to marketing research, studying consumer behavior, cognitive and affective response to marketing stimuli. In today’s business world, everyone wants to understand their customers in a more realistic way, neuromarketing bridges the gap between what customer wants and what a company can offer to their customers. Right from packaging to designing an ad campaign, everywhere neuromarketing plays an effective role.

Taking live example of Netflix most recently trending and most talked about show Black Mirror: Bandersnatch, it had neuroscience involved in every decision which was made by the viewers. Each choice had a personality trait and behavior pattern which was attached to its viewers. These processes that take place in your brain also trigger your brains reward system, so by undertaking each choice along watching the show episode, your brain is basically awarding you each time you choose. Basically, a preference for the options you picked that made you feel great. I will not be surprised if Netflix comes with a series of such episodes as each data and choices which a viewer makes is being monitored and studied by team of experts at Netflix.

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The best example is a study which was conducted by Sam Usher to understand the way a consumer views a particular advertisement. Following are 2 advertisements that were shown to 106 target audience. Both the ads had its own significance.

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Like a normal ad, the first didn’t created any significance effect on the purchase decision but taking the benefit of visual biases, marketers were able to create a impact on the target audience with the other advertisement. In the second version, target audience were able to process more information and read the text which was avoided in the first ad. Following is the eye moment or visual appeal which was created by both the advertisements.

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It all results in sub-conscious mind which makes some decision or takes into consideration various factors, the advantage of which is taken by the marketers. And the consumers aren’t even aware of that. According to a study, every human being is exposed to around 4000 advertisements on an average. The marketer’s want to take advantage and want to create a impact on the consumers. To understand it more easily, as a consumer we always go to supermarkets with a set list of products that we want to purchase but we end making a impulse decision of buying certain products, the reason is our sub-conscious mind processing some information which results in making a decision of buying some products we don’t even need.

The 3 principle factor that neuromarketing takes into consideration is attention, memory and emotion, neuromarketers make the advertisements. According to a study conducted by Nielsen, they ran a pilot study to know which was the worst advertisement that a consumer had seen in a recent time. The answer was Kendall Jenner’s Pepsi commercial.

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The study was initiated by biometric engagement, a metric that records the heart rate and galvanic skin response. Biometric measures and quantifies any changes which are made in skin as a way of sweat and how fast is one’s heart beating. Eye tracking data, facial coding data etc. were also collected by the researchers. Based on the real tracking of facial expression it was seen that a large portion of the ad was not liked by the audience as there was huge amount of noise which was created on the screen, it lead to viewers giving a negative impression on the content of the advertisement. We tend to feel that it doesn’t matter but to extensive use of technology and also because of some research which are conducted on the similar manner, all the moments of a viewer tells a lot and helps to improve from advertisers point of view. Below are the snippets from the study

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Whether or not neuromarketing will stay for a longer time or will it fade away like many other concepts? Only time will be able to tell but from some of the path breaking research which were conducted, it can be concluded that it is here to stay and will change the course of action from a consumer as well as from the companies standpoint in the time to come.

 

ThankYou for reading.

 

 

 

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