For years, marketing specialists have been trying to understand the needs and behavior of customers in order to effectively reach them with specific offers. One of the innovative marketing techniques that allows you to "enter" the minds of recipients and thus create effective advertising messages is neuromarketing. What is this marketing method? And what brands use it?
Neuromarketing - definition
Neuromarketing is an innovative approach to marketing that combines it with science. These are activities based on psychophysical and psychological research. They allow you to check people's behavior and assess how they react to specific advertising stimuli.
Neuromarketing uses, among others: electroencephalography (EEG), electromyography (EMG), functional magnetic resonance, electrodermal reaction tests, or eye movement tests.
Neuromarketing in advertising
We have known for a long time that the best advertisement is the one adjusted to the needs and expectations of a given recipient. Brands consciously use web positioning or personalization of advertising messages. As well as other tools that will allow them to reach individual target groups, and thus have an impact on increasing sales. One of the effective ways of creating tailored advertising messages is neuromarketing.
Neuromarketing in advertising includes:
- specific colors that are associated with the logo of a given brand or evoke positive emotions - e.g. yellow is associated with happiness, excitement and energy, green symbolizes peace, comfort and peace,
- appropriate graphics placed next to the products sold or surrounded by content that is to attract the customer's attention,
- appropriate fonts with eye-catching colors, which is to evoke the subconscious desire to act.
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Neuromarketing - examples
Well-known global brands use neuromarketing. One of them is PayPal, which - using electroencephalography studies - discovered that Internet users care more about paying for purchases quickly and conveniently than about transaction security. The PayPal service, taking into account the results of the study, proposed quick and comfortable online payments.
Amazon also used a neuromarketing study. Attendees were able to get a free coupon for purchases to be used on the site - worth $ 15 and $ 20. Interestingly, users were more likely to choose a lower value voucher because it could be obtained faster. The study showed increased activity in the emotional part of the brain, which meant that the decision to choose a smaller coupon was completely emotional.
Neuromarketing in Poland
This research in Poland is certain marketing innovationwhich few entrepreneurs choose. However, it is definitely worth looking into. Neuromarketing can support traditional marketing activities and help to effectively match the offer to the preferences of recipients. This, in turn, can translate into an increase in sales, generating higher profits and the development of the company. Neuromarketing is the future in business!
