Marketing is one of the essential parts of rocket launching almost any type of business. More and more new techniques and tools are used to help professionals understand the needs and preferences of their audiences better.
But what about using the most innovative marketing tools, like neuromarketing? Discover the most common types of neuromarketing and its core concepts in this post.
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Top Neuromarketing Techniques
Neuromarketing is a study that focuses on exploring the brain’s responses to various types of advertising. How to most people will take your brand? How to make your ads more customer-friendly? These are the most burning questions neuromarketing will help you get answers for. However, using neuromarketing techniques remain extremely expensive, so get ready to explore its main features with a chance to use the technology in the nearest future.
This neuromarketing technique is related to following the eye movements of individuals taking part in the study. The devices used for research are miniature, so most participants will not face any inconveniences while watching ads of a particular brand or shopping. Eye-tracking allows receiving the answers to these questions:
- Do customers pay enough attention to different promotions while shopping?
- Do clients read posters with ads or fail to notice them?
- How is the customer’s attention distributed when searching for products located on different shelves?
- Do TV ads influence people’s minds when choosing products?
Neuromarketing is not only about following the eyes of the customers. It might get even more detailed info by exploring the interactions of the human brain. In other words, it is deeper and more complicated research that allows getting a clear picture of how the human brain responds to various stimuli.
But how can you explore the human brain? That is easier than you might think. Scientists use different devices that can trap out electromagnetic activity in the brain.
As a rule, functional MRIs and electroencephalograms (also known as EEG) are used for these purposes. These devices are more precise and provide marketers with a more detailed picture of how a common person will feel about a particular subject, such as logo, ads, or promotion. What are the differences between MRIs and EEG?
- MRIs allow determining the parts of the brain that are activated when a person sees a particular picture or advertisement. It is considered to be a bit less precise than EEG.
- EEG is the most accurate and reliable technology for exploring the brain’s response to different irritants. The EEG devices catch the brain’s reaction almost immediately and can give the most advanced picture about the person’s feelings at a certain moment.
This popular neuromarketing technique is also known as facial coding. Its core is about interpreting different facial expressions into scientific data about human emotions. Many experts describe this technique as reading people’s faces.
The main thing is that feeling various emotions make our faces move in a particular way. For example, anger and joy activate different face muscles.
These micro-movements might not be really visible but can be detected by special sensors. Facial coding is about exploring the subtle reactions of people to a wide range of irritators. Moreover, understanding human emotions also allow predicting their customers’ behavior.
Neuromarketing doesn’t stop with investigating people’s faces and brains. Sensory marketing is another branch of neuromarketing you might need to know. What is it about?
The key is to explore the human reaction to touches, smells, and sounds. For example, what type of music should your customers listen to during shopping to buy more? What odors will encourage clients to take more goods at the supermarket? Is vanilla is a perfect odor for bakeries? Sensory stimulations are a very powerful tool to predict and manage customers’ behavior.
Neuromarketing is one of the most promising and innovative niches in the field of marketing. It allows understanding the tastes, preferences, and reactions of different people towards various types of stimuli.
Having detailed info about the responses of your key audience to different ads, logos, smells, and sounds can help professionals create the most effective marketing campaigns in an easy and precise way.
Many experts also believe that neuromarketing is the most promising niche in marketing as a whole.