Neuromarketing: Understanding the science governing you
Marketers are product bound but psych liberals and those who are successful are the ones who know how to use psychology to secretly dupe. In our quest to understand human psychology, the field of neuromarketing was born. When it comes to marketing, neuroscience plays an important role but far more useful than knowing how the brain actually functions, we marketers aim to crack how brains react.
Neuromarketing is a field of marketing to study the brain’s response to marketing stimuli.
Today, an avg. Indian is exposed to almost 10 ads every minute and the number can be as high as 40 in countries like US and that’s exactly where we are heading. In this huge competition for attention, the one who wins is the one which feels native (like the oranges in Minute Maid) while at the same time screams for attention and recall. A good ad is like a crying adult as it not only gets attention but is taken seriously.
Neuromarketing uses tools like FMRI, EEG, Eye Tracker and other face recognition and biometric technologies to study the effectiveness of a marketing stimuli (can be an advertisements) primarily through testing and experimentation. But while the experiments are done under controlled environments, the ads are experienced under completely different scenarios thereby, giving distorted results. Thus, the idea is to use the least intrusive tools to study and to take significant sample sizes to get least errors.
Is the practice of neuromarketing important?
Marketing is bound by a law which I like to call Diminishing Marginal effectiveness. As more and more people use the same marketing technique its effectiveness fades away paving way for the new ones. Neuromarketing helps us test those techniques and understand the heuristics behind a behaviour to increase the ROI from marketing channels that require big spends and have long gestation periods.
Does it make sense for me?
While the startups do not have the resources and the time to explore the benefits of neuromarketing at their stage because their marketing budgets are low for a ROI driven research based approach but the big brands are betting huge on this. Brands like campbell’s and frito-lay have used neuromarketing to redesign their packaging from shiny to the new matte look to counter the negative responses to their shiny packaging.
Besides, neuromarketing is also used for UX research and in determining design principles (like material design) to make the UX more standardised and to make effective navigational designs. However, more often than not, better UX is seen as an obstruction in the existing omnipresent patterns making it more difficult to make the switch.
Through our neuromarketing studies, we study the brain’s response to colors, patterns and positioning of elements in an ad or web-pages on brand recall. Thus giving us a comprehensive understanding of the commonalities and help in discovering an ever evolving design principles for effective and efficient designs.
Our findings from the neuromarketing experiments have enabled us to roll out categorical solutions to the problems faced by marketers everyday. From our neuromarketing enabled platform specific ad templates, you can get increased Click-Throughs and higher Brand-Recalls.
Though this science is far from being perfect right now, but in future, we should expect some great findings which might make marketing less ubiquitous and more effective.