Neuromarketing - The Key for Delivering Appealing Products to Consumers
The thing that drives how we respond to ads, brands, products and ultimately all our buying decisions is not necessarily our conscious mind.
This is what neuromarketing is all about.
Figuring out how people's unconscious minds respond to different things.
Consumers don't really know why they buy what they buy, which is why traditional market research often fail short.
Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.
To understand how neuromarketing works, we have to understand how our brain is built.
The brain is divided into 3 parts: The neocortex, the limbic system and the reptilian brain.
The reptilian brain is the oldest brain.
It can be traced back to our forefathers who lived over 250 million years ago.
It regulates our basic survival functions like hunger, breathing, temperature control and fight/flight response.
We share this part with reptiles such as fish.
The limbic system is the middle brain.
This is the source of our emotions and instincts, moods, memory and hormones.
The neocortex brain is the most evolved part of our brain.
It is responsible for logic, learning, language, conscious thoughts, and our personalities.
The reptilian brain is the part that drives consumers buying decisions.
This brain rules all rapid decision-making.
To strengthen your brand, loyalty and sales you need to understand what triggers consumers "reptilian hot buttons".
Big sales messages like: "buy now, 50% off" does not buy consumer loyalty.
It all comes down to what triggers the first reptilian reaction.
The more senses you trigger and associate with your products or services, the more you will appeal to your customer's emotions and influence their buying behavior.
If you want someone to buy, make sure there's emotion in your pitch; if you want someone to remember something, make sure there's emotion in your story; if you want to influence somebody, use emotion.
When it comes to neuromarketing there are also some ethical issues that needs to be considered.
People might be afraid that their brains are being manipulated into buying stuff that they might not need or want.
On some level this might be true, but marketers have been doing this for decades, if not centuries.
It's just more recently that with the help of brain scans they can more quickly and easily find out what the unconscious mind of consumers responds to.
Brain scans to see what peoples unconscious mind responds to only saves marketers costly introductions of products doomed to fail.
We can only expect to see more appealing products, and fewer bad ones.
Due to the diversity of human nature and preferences, we still won't like everything we see.
But we can hope that marketers with the help of neuromarketing can get us the products that we will find the most useful and enjoyable.
This is what neuromarketing is all about.
Figuring out how people's unconscious minds respond to different things.
Consumers don't really know why they buy what they buy, which is why traditional market research often fail short.
Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.
To understand how neuromarketing works, we have to understand how our brain is built.
The brain is divided into 3 parts: The neocortex, the limbic system and the reptilian brain.
The reptilian brain is the oldest brain.
It can be traced back to our forefathers who lived over 250 million years ago.
It regulates our basic survival functions like hunger, breathing, temperature control and fight/flight response.
We share this part with reptiles such as fish.
The limbic system is the middle brain.
This is the source of our emotions and instincts, moods, memory and hormones.
The neocortex brain is the most evolved part of our brain.
It is responsible for logic, learning, language, conscious thoughts, and our personalities.
The reptilian brain is the part that drives consumers buying decisions.
This brain rules all rapid decision-making.
To strengthen your brand, loyalty and sales you need to understand what triggers consumers "reptilian hot buttons".
Big sales messages like: "buy now, 50% off" does not buy consumer loyalty.
It all comes down to what triggers the first reptilian reaction.
The more senses you trigger and associate with your products or services, the more you will appeal to your customer's emotions and influence their buying behavior.
If you want someone to buy, make sure there's emotion in your pitch; if you want someone to remember something, make sure there's emotion in your story; if you want to influence somebody, use emotion.
When it comes to neuromarketing there are also some ethical issues that needs to be considered.
People might be afraid that their brains are being manipulated into buying stuff that they might not need or want.
On some level this might be true, but marketers have been doing this for decades, if not centuries.
It's just more recently that with the help of brain scans they can more quickly and easily find out what the unconscious mind of consumers responds to.
Brain scans to see what peoples unconscious mind responds to only saves marketers costly introductions of products doomed to fail.
We can only expect to see more appealing products, and fewer bad ones.
Due to the diversity of human nature and preferences, we still won't like everything we see.
But we can hope that marketers with the help of neuromarketing can get us the products that we will find the most useful and enjoyable.
