Why we need to use the brain in business?
If you think about ways to improve and refine your content marketing strategy, you probably don’t think about the field of neuroscience. But this academic discipline offers many insights into how to market a product or service—so many insights, in fact, that it’s become a field of its own.
The importance of Neuromarketing of understanding consumers behaviour
As neurosciences have proven the 90% of our behaviour is driven by processes deep within our unconscious mind.
Therefore focus groups are outdated in the market. One of the brain’s primary functions is collecting and processing sensory information from the environment. Neuromarketing research removes subjectivity and ambiguity by going right to measuring observable brain behavior. Respondent attention level, emotional engagement and memory storage are common metrics.
- fMRI (Functional Magnetic Resonance Imaging)
- SST (Steady State Topography)
- EEG (Electroencephalography)
- Eye Tracking
- Galvanic Skin Response
Brands that are using Neuromarketing
Is it possible to apply Neuromarketing if you have a small budget?
The answer is yes, there are many techniques that you can apply without spending a lot of money. One of them is “Facial Coding”.
You do not always have to peek into people’s brain to measure what they truly feel. Science has shown us we can learn a lot from their faces too. But how do we use this knowledge to our advantage in marketing?
One of the optionts is to start adding people smiling in your ads. Why? Because pictures of smiling models increase consumer joy and positive product evaluation. Berg, Soderland and Lindstrom have recently labeled this the smile appeal, referring to a smile as the dominant facial expression on a human model in visual marketing.
They found out that the smile appeal reaches its goal through emotional contagion. It works, simply because we feel better when we see other people smile. Mirror neurons do their job whenever we're exposed to any recognizable facial expression, making us experience emotions identical to ones being displayed. So when you look at a smiling face, however subtle, something in you automatically brightens up as well.
One of the best ideas is to place suggestions of smiles - symbols or shapes that our brains process as smiles - without using models at all.