Today, many companies use neuromarketing to implement marketing campaigns, set up discussion groups, or even conduct market research. Although many of them use tracking and webanalytics tools, they should be complemented by analysis of human emotions and behaviours. But various studies show that, contrary to what we believe, our decision-making process is not influenced by our conscience…
Neuromarketing: Definition and Specifications
By definition, neuromarketing involves applying cognitive neuroscience to communication and marketing to learn the reasons for the consumer’s act of purchasing. Also called neuromarketing, it studies their emotions and observes their brain activity based on affective, emotional and sensory factors.
Thanks to new technologies and by showing consumers stimuli such as photos or products, it is now possible to identify which ones caused the highest levels of brain activity and which parts of the brain were most stimulated. In this way, you can easily understand their decision making, remembering and paying attention processes.
But before going any further, you should learn to differentiate between three types of brain:
- reflective brain : Its purpose is to understand spoken language. Also called the neocortex, it controls our rational thoughts through high analytical skills. It is the most developed and latest of the 3 minds;
- limbic or emotional brain : It is responsible for emotions and memory. This intermediate brain, based on affective memory, has been endowed for nearly sixty million years to control the affective part of our decision-making;
- primitive brain : It controls swallowing, heartbeat, digestion and breathing. With 500 million years, it represents the oldest brain in the brain system. It is from him that certain reflections and practices aimed at guaranteeing survival or the fundamental necessities of life come. It responds the most to stimuli and plays a decisive role in decision making.
6 stimuli to use to stimulate decision making
Play the emotion card to divert the consumer from possible logical reflection. In this case, you appeal to the limbic brain and the primitive brain. Emotionally influenced, the limbic brain may have guided the consumer’s decision without giving the logical brain time to analyze the information. Under incentive, he immediately buys the product in which he is interested.
Currently, many companies are working to make consumers experience different emotions to encourage them to purchase unconsciously, hence the success of sensory, experiential and emotional marketing with brands.
In general, humans like to receive praise and be the center of attention. By playing on this attitude, heavily influenced by the primitive mind, you will manage to push the consumer to perform the requested actions through your marketing campaigns.
Be aware of your target’s needs, problems, and expectations to focus your communication on them. The message you deliver should be personal, specifically addressed to each recipient.
By feeling important to the company, the consumer unconsciously activates the reptilian brain. Thus he is convinced that the services or products offered represent the solution to his problem.
For a more effective marketing campaign, “you” and “your” should be prominently displayed in your message to capture the attention of the recipient. Show her that she is the center of attention by avoiding using “we” or “I” and not talking about her expertise or the merits of your brand.
The reptile brain is systematically dynamic through images and other visuals. Compared to words, it assimilate communicated information more quickly. Since the optic nerve is directly connected to the reptilian brain, it is capable of transmitting about 20 times more data than the auditory nerve. To get your message across easily, bet not only on images, but also on video.
Capture the primitive brain by playing with colors and their meanings. To do this, provide him with an environment different from the one he is used to living in, as the reptile’s brain makes decisions more quickly in the face of various conflicts, such as harder/easier, faster/slower, later/ first, etc. By doing this, you increase your chances of getting his attention quickly and taking advantage of a few seconds to help him make a decision.
Put your message forward by combining harmonious colors, contrasts and original typography. For example, on your logo, you can use custom icons and shapes to quickly add a reptile brain.
Focus on first and last impression
While the brain represents 2% of body mass, it consumes about 25% of human energy. The latter actually consumes more energy than the stomach and tends to conserve its reserves by processing the least amount of information possible.
When you send it a message, it does a diagonal reading by specifically remembering its beginning and end. In your advertising campaigns, focus on the most essential information at the beginning and end of your messages. It will leave a memorable first and last impression.
The primitive brain is not capable of understanding expressions: it cannot do logical thinking or analysis. If you use complex words that include the intellectual properties of your products, you will not mobilize it. So favor simple, easy-to-understand words and use short, precise sentences so that the primitive brain can quickly understand the message being transmitted.
Over time, sales prospecting techniques have changed, with traditional marketing no longer the only approach used. Digital marketing is certainly evolving, but neuromarketing is also attracting more and more brands that are facing the complexity and difficulty of standing out in a saturated market. By combining neuroscience, social psychology, and market research to better tailor your advertising campaign, designing neuromarketing products, defining prices, and making decisions more easily transform the future of marketing. makes it possible to expand. With these stimuli in mind, you will be able to improve your marketing strategies and develop your activities.