Posted on Nov 6th 2017
Science is leaking out of field-specific industries and moving towards new domains. One such domain is the advertising industry that needs more sure-fire ways to attract consumers. This lead to the advent of a formal study to observe what affects consumer behavior. Neuromarketing, as it is called, tries to understand what kinds of marketing images our brains respond to.
Using equipment and technology like MRI, researchers constantly aim to learn about how branding images can stimulate our brains and make it respond. They measure brain activity to produce data that is valuable to the marketing industry to help understand how they make decisions about what to buy.
Highly advanced technology is used in these studies to help separate what consumers say and think. A large percentage of consumers don’t convey their actual thoughts about products and brands which makes such in-depth research necessary.
While it may seem highly appealing to business owners to implement neuromarketing techniques to an advertising strategy, you should know that such research doesn’t come cheap. Highly profitable brands can afford to conduct such research using their products, but others may not have the resources to do so.
Neuromarketing studies can be applied to a variety of consumer that have bought or developed certain thoughts about it. This is a scientific way to test factors such as a customer’s opinions and loyalty towards a brand. Neuromarketing research focuses on the effects of advertising messages on the brain, and many businesses can use results from such studies to implement an effective branding strategy.
Neuromarketing proves the importance of many factors that most advertising industries had to guess before science stepped in. Studies into the effects of packaging and colors have put these industries on the right track. Neuromarketing conducts different kinds of studies to learn about what kind of people a certain hue or palette attracts.
Other well-researched factors are the use of certain language and sound in an advertisement. By using words that help gain a connection with the viewer, it adds a more personal touch and gains their attention.
Other research about the brain’s response to advertisements is the effect that print medium can have compared to digital. While it may be the oddest thing to discover considering that brands are increasingly going digital, the results are impressive. The brain’s response to a ‘physical’ print medium advertising message is more focused. It perceives it as more real and hence, spends more time concentrating on its aspects.
This is leading many brands to take up their old spots among magazines and brochures because that helps them intrude into our thought processes, in a good way. You may have experienced this effect if you’ve seen a brightly-colored travel brochure peeping through a pile of mail.
The findings of the neuromarketing science will continue to help brands and industries thrive with the help of reliable statistics and research. To survive in the heavily competitive market, each business should learn to implement effective neuromarketing tactics into their advertising campaign so they can be an edge above the rest.