Learn Neuromarketing to Advertising and Marketing
Neuromarketing
is an emerging field of market research that uses neuroscience technology and
principles to create better advertisements. Every year in the Indian market
there are so many products released but about 80% of these products are
completely failed to sell. Companies are spending so much money to advertise
their products, but one question raises that why they are failing to sell the
product. Because money can’t buy consumers' perception of buying behavior.
Companies are also spending so much amount to understand consumers' buying
behavior using traditional market research methods, but they fail to get a
conclusion that what drives consumers to buy the product. So, the question is
how we can understand consumers' buying behavior and decision-making to buy the
product. Neuromarketing is the science of understanding human decisions and
it's about using neurometrics, biometrics, and psychometrics to understand
human behavior.
Neuroscience
can help you understand what consumers want, what motivates them to buy the
product, and what emotions they are experiencing while buying. Consumer
neuroscience can tell you what people want and why they want. It can help you
to create product and advertising campaigns that appeal to what people want.
You can see what customers are feeling while buying something with help of
neuroscience. With neuroscience technology, marketers can measure the
decision-making of consumers and see how they affect consumers' buying
behavior.
Now a day’s
companies are spending more and more amount on digital marketing with the hope
of direct engagement with people but they are also failing because of the
limited time span. However, on the big screen, people tend to see 30 seconds
ads having no other options to skip them except changing the channel but in
social media, they can skip the ad or scroll it up. According to the mobile
marketing case study in neuroscience when people see an advertisement on social
media it takes them 100 milliseconds to decide to watch that ad or not. While
watching an ad within 400 milliseconds our brain starts responding to add and
within 1000 milliseconds it decides whether to watch a complete ad or not.
Overall people tend to spend less than 3.4 seconds with the digital ad and that
is a very short amount of time span for marketers. So, marketers have only the
first second of the ad to make people stuck with their ad. Making people more
engaged with the ads is all about making a stress-free ad. What are stress-free
ads? When people click on the ad and your ad is buffering and delayed to start,
people feel the same stress as they feel while watching a horror movie, so it
will make people skip the ad. Marketers must make their ads buffer-free to
engage more with people.
How
the subconscious mind affects our Decision-Making:
A
Nobel prize winner Daniel Kahneman has told in his excellent book “Thinking
Fast and Slow” that the human thought process drives in 2 systems. System 1 is
the subconscious mind and the thoughts from system 1 are fast, automatic, and
error-prone. On the other hand, system 2 called the conscious mind produces
slow, complex, and reliable thoughts. Normally humans are run on autopilot mode
and they can’t make differences between their subconscious thoughts and
conscious thoughts and they are unaware of their thought process.
According to
neuroscience, 90% of our daily decisions are from system 1 which is the
subconscious mind and what the conscious mind does is to justify them. So why
marketers are failed to sell products because they follow traditional market
research methods including feedbacks, reviews, focus groups, and surveys by
which they get the only surface level of conscious responses, but they fail to
get the subconscious level idea. That doesn’t mean people are lying to
marketers but people are unaware of their true desire which is depending on the
subconscious thought process also called the decision-making process of humans.
So here comes neuroscience and with the help of it, we can understand the
drivers of the decision-making process of humans. Neuromarketers understand
that consumers don’t always do the things they say they will do. We react to
the world around us in milliseconds making subconscious emotional decisions
that affect what we do and what we buy without even realizing it. For example,
all the times you have been singing a song that just randomly popped into your
head but in reality, just playing on tv or somewhere else.
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| [Three selves of Brain] |
Case study of Nestle’s coffee in Japan:
Let’s
have an insight into one example in the field of marketing. In 1970 Japan’s
economy was booming and Nestle was looking for a way to step into the Japanese
economy to transform that into dollars and the product they choose was coffee
but it was no secret that Japanese consumers love tea greatly and Nestle very
well knew that so, Nestle tested the market before jumping in. They run several
focus groups asking consumers from every age group what were their thoughts
about nestle coffee. Surprisingly everyone loved it and all focus groups came
back with positive responses that Japanese consumers liked the taste of coffee.
Nestle executives got excited and planned to have coffee on every shelf in
Japan. A huge amount was spent on marketing and distribution and coffee hit the
market but wasn’t as expected. Nestle coffee wasn’t selling in japan. Every
study and focus groups showed that nestle coffee would be the next big
drinkable thing but Japanese consumers chose to stuck with tea. Japanese
consumers liked the taste of coffee but simply chose not to buy it. Nestle
decided to hire Clotaire Rapaille a market researcher. He was also a child
psychiatrist who had spent years working with autistic children and because of
this experience, he believed that people can’t tell you what they want. He
believed that the real desire that drives humans are subconscious ones and only
a few people are aware enough to understand them. In japan when Clotaire
Rapaille arrived he understood that the Japanese consumers had no connection to
coffee because coffee wasn’t part of their culture. Japanese kids grew up
watching their parents drink tea and they lived with the smell of the tea in
the air and also ate tea flavored snacks so there is no question raise that as
adults why they chose tea over coffee. So, Clutter recommended coffee candies
and suddenly Japanese kids began to discover the taste of coffee through
different candies, and from there they were eventually moved on to coffee-flavored
cold drinks and then to hot coffee mugs.
Strategies to apply Neuromarketing:
Neuromarketing
started because traditional marketing doesn’t work. How to apply neuroscience
practically in our real life for marketing and advertising? The answer is to
positive and direct engagement with people. For example, that no smoking ads
are less effective because they show some disgusting images that are very
horrible and people don’t want to see them. According to neuroscience when we
see something horrible and the thing which we don’t like, our brain part called
the insula activates and leads us to the immediate action to look away from
that picture or advertisement and these reactions are not controllable. Though
the no-smoking ads have positive intentions regarding people’s health but the
type of advertisement which contains horrible things cause a negative impact on
the human brain and fails to interact with people. It doesn’t matter that how
many times no smoking adds show up, our brain doesn’t make a connection with
that ad and can’t find the real motto behind the ad. So, with the positive
message to connect the rational part of the human brain we can say quitting
smoke will improve our health and makes us live longer.
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| [stimuli to the Reptilian Brain] |
Influence consumers Decision-Making using Neuromarketing:
In
neuromarketing, while asking a customer what they want, we are going to look at
various physiological changes that happen in their body and there are various
techniques for measuring the changes like facial coding, eye-tracking, and
voice analysis, etc. We have three selves in our brain first, we have neocortex
or new brain that’s the rational self. Then deeper inside we have another self
which is our emotional self, called the middle brain. Deep down further below that
brain is our reptilian brain that’s our instinctual self. Our reptilian brain is
a part of the subconscious mind and has a greater impact on our final decision
than the rational brain. So, if the reptilian brain plays such an important
role to play what we decide then what stimulates the reptilian brain?
There are 6
stimuli to the reptilian brain,
1. Self-centered: The consumer
is the hero of your story. Target consumers using the word “You”.
2. Contrast: Tell consumers
a story using before-after contrast that means show the situations before
using the product and after using the product.
3. Tangible: Reptilian brain
hardly understands words so advertisement has to have tangible concepts to
understand.
4. Beginning & End: The
reptilian brain is active at the beginning and end of the story and forgets
pretty much everything in between, so you must contain the hot part of the
story at the beginning and the end part.
5. Visual: The optic nerves
are 50 times faster than auditory nerves. So, consumers can easily remember
visual effects. Your product must be looked like only a red apple among the
blue apples.
6. Emotional: Talk targeting
emotionally not rationally. You have to diagnose the pain of your customers and
you have to truly understand what pains and fears do they have at their
subconscious level and what makes them tick at a reptilian level. You have to
deliver the gains to the reptilian brain so whatever you sell them you are
going to take them from a painful situation to a less painful situation.
Summary:
Advertisings
are built to do one of two things, to form an opinion about the brand or to
change an opinion about the brand. Advertisements are built to make us feel and
think in a certain way to make us desire things and most importantly to engage
with us. Marketer's mission is to go to the deepest into consumers' brains to grab their attention. With neuromarketing, we can create a strong brand association which
is beneficial to customers as the brand themselves. Neuromarketing is all about
finding the buy button inside the consumer's brain.
We hope you have found some valuable information here.
Stay safe, Stay healthy & keep smiling.