In the never-ending race of branding and marketing to grab the customer’s eye, marketers are faced with the biggest challenge of devising newer and effective strategies at lesser costs and expenses. And that’s where neuromarketing comes into the picture.
With neuromarketing, marketers can understand how the human brain works in terms of reception and acceptance of marketing, and by extension products and brands they are selling. In addition to gaining insights into the psyche of consumers, marketers can also measure the results of their marketing strategies better.
Marketers can leverage these insights to design marketing content that would evoke the desired reactions and emotions in consumers and prompt them to make purchases. It is probably a more practical approach to boost marketing efforts rather than blindly trying out approaches and taking longer for results.
How are marketers using neuromarketing techniques?
Marketers are able to gauge the effectiveness of ads and the extent to which they are appealing to target audiences with neuromarketing. Ads click better with audiences when positive emotions are conveyed as compared to persuasive messages. Such insights are useful to reinforce brands in consumers’ minds and thus boost sales.
Packaging of a product has a large impact on getting a consumer’s attention. Something as simple as matte vs glossy packaging can make the difference in getting picked by the consumer. Also, colours and images play a vital role in attracting a potential consumer’s eye. Neuromarketing helps marketers to devise alternative methods to track how new ideas are resonating with customers and make tweaks if necessary to push sales and boost customer loyalty.
Branding wins when consumers form a connect with the brand and deep associations are triggered in their minds which constitutes good brand recall. Neuromarketing helps marketers to experiment with branding experiences and measure the extent to which they connect with target audiences. By tweaking where necessary, marketers can steer audiences towards brand loyalty.
Luxury brands take great care to provide a cosy and luxurious ambience in their stores. This is because of the purchase decisions of customers, especially for luxury products, depending on the shopping environment. Sensory cues matter and purchases are made based on the feel-good factor too. Neuromarketing can assist by providing insights about sensory cues and emotions because these are very influential when it comes to shopping outcomes.
In the online space, advertising and purchases aren’t separate spaces. They overlap and customers are making shopping decisions at the same speed as they are browsing through options. Essentially, there may not be a delay in the actual purchase. Hence the pursuit of customers and customer loyalty is immediate, and more importantly dynamic in nature. Neuromarketing can help marketers in understanding how consumer minds have adapted to the online space and experience.
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