Isn’t it the eternal dilemma of every marketer, what is it that most influences the decision of customers and their behavior? Would you like to be able to “peek into the head” of your target audience and find out what makes them want to buy a particular product? Quality, price, good advertising, branding or something else? Neuromarketing could give you the answers to these and many other questions.

Why is neuromarketing important?

Neuromarketing studies human decision-making behavior and measures how people respond to products and advertisements. Instead of asking for an opinion on something, neuromarketing can give you answers by following the body’s response. Do you think the use of certain music, color combinations in advertisements or shopping malls are a coincidence?

The information provided by neuromarketing can be very important, because it gives an idea of ​​what products should be marketed and how to successfully advertise them. This information is collected through case studies using various tests. This is an important segment to understand, as audiences will react more to advertising materials than respond to them. So, if we understand what the majority of people in the target audience have in common and what are the things that most often move people, as well as what are their needs, we can write copy or create advertisements designed to subconsciously make people react in the desired way .

Successful branding is increasingly defined by customer value engagement and emotional connection. Neuromarketing insights will become increasingly valuable to over 80% of companies that plan to base their advertising and sales strategies on customer experience.

Awareness of the importance of neuromarketing

The importance of this segment is certainly illustrated by the large experience gap, where 86% of companies believe they provide great customer experiences, while only 8% of customers feel that way.

Creating a realistic understanding of customer perception and behavior will trigger innovations that can significantly contribute to improving the customer experience, and thus increasing the conversion rate. It is easy to see why neuromarketing is predicted to become an increasingly important component of marketing campaigns.

Most of the decisions we make every day are based on what we believe, and most of those beliefs are based on things we were taught before we were 10 years old. Most of those decisions are not based on facts, but based on what we subconsciously believe about something. We react against the response.

How does neuromarketing work?

Neuromarketing methods are drawn from current user experience research and biometric measurement technologies used to collect data through: eye tracking, facial expression tracking, electrodermal activity, heart rate and breathing rhythm to study physiological responses to stimuli. The contribution of technologies such as electroencephalography (EEG), magnetic resonance imaging (fMRI) and magnetoencephalography (MEG) made it possible to monitor neuronal reactions.

A deeper understanding and empathy for your customers will allow you to more accurately predict their behavior and provide the best possible customer experience. Neuromarketing is more than creating appealing ads. Insights gained about human behavior can be applied throughout your organization, from achieving executive alignment to stronger mutual communication and collaboration, to improving the employee and customer experience.

But let’s go back to what we are most interested in right now, which is sales. It is known that people make decisions in a relatively short period of time, and we have already mentioned that these decisions are very often conditioned by an unconscious part of the human psyche. The role of neuromarketing is precisely to see how to stimulate those parts of the human brain.

Neuromarketing is still poorly represented because it represents a rather demanding and expensive resource available mostly to large companies with huge budgets. Nevertheless, we can all use some general things and conclusions reached in previous years in designing our strategies and campaigns.

In reality, people make decisions based on feelings and most often on an unconscious level, which means that we often cannot articulate why we make the decisions we make. Understanding positive or negative reactions to sensory stimuli such as colors, sounds and others can help marketers and designers adjust product design and messaging to more effectively influence and emotionally stimulate customers.

The potential of neuromarketing to further advance the digital transformation of business is enormous. With an even deeper understanding of your customers’ needs, wants, intentions and behaviors integrated into your already robust buyer personas , the advantage neuromarketing provides is a new dimension of customer insight.

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