The Power of Influence: Boost Your ROI with Neuromarketing

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MARCH 2017

Despite web and mobile’s immense reach and relentless bombardment of advertising, users still ignore a largely majority of what they see – AdAge offers up that 56% of digital advertising is not even seen by human eyes, while another 50% isn’t even viewable. This isn’t any different from some of the darker days in advertising past, but is still a startling illustration of how much advertising can go to waste. And the waste isn’t the loss of getting eyes on your brilliant advertising – it puts the hurt on your overall ROI, and could call in to question the viability of advertising in the first place.

That’s why there’s nothing more exciting to modern-day marketing and advertising than the scientific revelations proposed by scientists in the field of Neuromarketing. It’s no surprise that human psychology and its resulting emotions and moods have a large effect on how we consume advertisements, and whether we consume at all. But thanks to modern technology and the resulting scientific findings, neromarketers have brought to light the potential for an integrated science of influence. New marketing models based on how the human mind is stimulated and correlate with the brains memory, perception, and its response to the stimuli are giving marketers new hope for getting bigger ROI than before.

Neuromarketing Explores the Brain’s Response to Advertising & Marketing Stimuli

Neuromarketing is all about understanding how your customer’s brains really work. This lets your strategy become more specific and less scatter shot. It’s pretty simple: customers are always debating with themselves over what they really want and how much they’re willing to pay. Smarter marketing, in terms of whom, why, and how you approach them, will only give you a better ROI in the short term and the long term.

Neuromarketing influences your customers to want to be in front of your service. By specifically targeting the response mechanisms in our brains, marketers, media creators and promoters can make their campaigns more effective and more efficient in creating conversions. By using neromarketing as a tool for getting the highest ROI, it is possible to compare different categories of marketing collateral, things as disparate as direct mail and radio advertising. That’s maybe the best thing about Neuromarketing: you don’t have to abandon your old strategies and mediums. Neuromarketing’s exploration of influence on customer’s desire to consumer helps marketers and advertisers maximize every facet of their campaign.

Measuring the Potential of Neuromarketing

So how is neuromarketing even measured? There are two ways scientists take measurements: EEG and fMRI. Each has its own methodology and vary greatly in their cost to implement.

EEG is the cheaper of the two. Allowing the subject mobility, it is only connected via electrodes to the scalp. The electrodes measure the electrical responses to various marketing and advertising stimuli, based on the brains resulting activity.

fMRI is more expensive but possibly more precise. Utilizing powerful magnets that track the subject’s blood flow around the brain in the presence of advertising and marketing stimuli, its restrictions in cost and time are countered by the potential to explore the area of the human brain known as “the pleasure center.” This area might reveal the most about how subjects really feel, as opposed to convince themselves, about what they’re experiencing.

What Have We Learned from Neuromarketing?

With around a decade as a viable scientific focus, neuromarketing has come to be embraced by some of the biggest brands in the world.

Some of the most important aspects of a brands marketing, things like package design and overall stylization of their product have been retooled by big brands after applying neuromarketing principles to their campaigns and overall marketing strategies.

The results from neuromarketing studies illustrate how the fine details are what matter most and that a customer’s decision on whether to choose a brand or not is inspired on a neurological level. A great example is how statistics from study groups exploring how the shininess of a bag affects a person’s desire to purchase and experience the product. It was learned that the overall shininess of the bag caused a more positive response than the matte bag. It is these kinds of details that can make or break the success of your product or campaign.

Some fascinating data revealed by neuromarketing studies includes:

  • The ascent of the online video, and specifically the viral video, has much to do with our neurological responses to watching video vs. experiencing a web page. The medium is simply more captivating to the brain.
  • By tapping into the human attention span, advertising and marketing ideas are more readily understood. Things like the color of your logo, what aspects of it are highlighted or not, can all have a profound effect on its acceptance.
  • Corresponding sensory modes can motivate customers to have a more enjoyable experience. Simply pair implied corresponding senses with easily recognized symbols. I.e. blue for coldness, orange for hotness.
  • Orientation of your logo or photos or both have a greater effect that just pleasing the eye. The placement of diagonals or whether or not an object is perpendicular or parallel to the other can imply a sense of action, and even a sense of time and space. A good example, according to com is a diagonal composition pointing up correlates to youthfulness, while a diagonal composition pointing down to imply relaxation.
  • It’s all about the positive vibes. Studies have shown that positive content is more likely to go viral.
  • Unfortunately, appeals to sex, food, and excitement or danger still have a profound effect on the more primitive aspects of the human mind. Experiment with adding varying levels of these stimuli to your next advertising campaign and no doubt, you will see an increased response from your audience if the advertising or marketing is composed properly.

 

It’s Time to Utilize Neuromarketing Principles in Your Next Campaign

The advancements in neuroscience can only aid advertisers and marketers guarantee a high ROI on all of their campaigns. Be sure that all of your marketing and advertising efforts are seen through the lens of neuromarketing – and be sure to work with only those who are aware that neuromarketing is the future. After all, why would you continue to risk a low ROI when all it takes a little brain power to get a higher ROI than ever before?

 

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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