When a marketer uses knowledge of the brain’s physiology to measure the effectiveness of marketing efforts, they are using neuromarketing techniques. When a company modifies a marketing strategy that reacts to specific human behavior, even though the brain is indirectly involved, they are using a form of neuromarketing. Neuromarketing has existed from the moment the first sign appeared outside of a craftsman’s shop. When population increased and more craftsmen appeared, competition increased as similar businesses offered the same product. Business owners quickly learned to modify their efforts in order to gain a bigger share of the market.
As a more recent example, marketing professionals have learned that advertisements and signs with black letters on a white background are less effective than red letters on a white background, and making some words bigger than others or changing the font style had an effect on customer traffic and behavior. Later, it was discovered that pictures in advertisements increased conversions even more, images of people were found to be highly effective and pictures of popular people or celebrities made advertisements even more effective.
Without knowing it or needing to understand brain physiology, these early marketing efforts attempted to effect the decision making portion of the brain and bypass the centers of the human brain responsible for emotional processing and rational thinking. Before the advent of modern medical science, these efforts were somewhat hit-and-miss and could be judged only after implementation. Using a company’s marketing budget on ineffective campaigns or advertising efforts that backfired was not uncommon.
We currently possess far more knowledge of the human brain than ever before. By applying this knowledge and using current medical technology, the field of neuroscience can be applied to marketing efforts to make success more likely. As the field of neuroscience increasingly interconnects with the business of marketing, neuromarketing is becoming a rather exciting field of study.
The process of neuromarketing includes the application of specialized technology like functional Magnetic Resonance Imaging (MRI), high-resolution electroencephalograms (EEG) and other brain-scanning devices that measure brain function during exposure to certain marketing activities. The cost of these devices has dropped in recent years, so they are no longer out of reach for many companies who want to employ neuromarketing techniques, and neuromarketing departments are becoming common in many companies.
High-resolution EEG headsets, for instance, can be purchased for a tiny fraction of the average marketing budget. By using these tools, reaction to the look of product packaging, the feel of a product in a user’s hands, the sound the product makes and even olfactory qualities can be monitored under a wide variety of conditions that would be impossible without these tools. Skilled professionals who know how to use these devices and interpret their results are in high demand.
In today’s competitive marketplace consumers are bombarded with advertisements, and business owners need to find ways to get their marketing efforts noticed. Neuromarketing helps internet marketing professionals craft messages that stand out from the rest. If you manage an advertising company or a marketing department, or you’re involved with internet marketing training, it is essential to understand how neuromarketing can give a business an advantage.
Neuromarketing can be used to design effective web sites, product styles, layout for operating manuals and training material and even colors of the boxes used to ship and display merchandise. It can help to identify the best place for a call to action. Armed with this information, potential problems can be identified quickly and products can be restyled and tested again with relative ease. Neuromarketing also works well with the science of consumer behavior and psychology by helping identify the right time and place for promotional activities.
