Using Neuroscience in Marketing
It’s a subject I do not claim to an expert in by any means but it’s a subject that has captivated my interest over the past 6 or so months.
Trying to understand consumer behaviours has always been a key part of my role and by using basic psychology studies, usability testing, heat mapping, analytics and by reading various blogs from vastly experienced marketers, I have been able to build a solid understanding of how to effectively market to consumers online. However, during my visit to Marketing Week Live 2011 I attended a half hour seminar on neuroscience in marketing (a.k.a. Neuromarketing) and it quite literally blew my mind! I had never explored this type of marketing research technique before and I left Marketing Week Live with a thirst to unearth more Neuromarketing studies to try and understand, in more detail, the effects certain marketing activities can have on our brains.
The reason using Neuromarketing amazed me so much was that there was clear and unequivocal evidence that consumers were behaving in specific ways based on the marketing actions they were subjected to. Recently I purchased a book called ‘Brainfluence’ by Roger Dooley (publisher of the blog Neuromarketing). After taking the time to digest the book over the festive period, I realised I had just had my eyes opened to a whole new world of effective marketing. The book is written so that it is easy to digest, it provides references to many neuroscience studies and provides practical applications for marketing – if you have the time, I suggest you take a read.
Have you explored the idea of Neuromarketing?
Take a look at this video which provides a very clear overview of what Neuromarketing is:
With the advances in technology, Neuromarketing is allowing us to physically see and evidently prove what can increase positive brand perception, increase sales and loyalty but it can also identify some factors within our marketing that are holding campaigns back. Personally, I believe it will become a vital part of online marketing strategies in years to come but what do you think?
Do you have an interest in Neuroscience in Marketing? Or even better, have you used neuroscience in your marketing campaigns? If so, what was your experience? Let me know your thoughts by adding your comments below.