Let’s say one wants to purchase a product and visits the nearest store to take a look at their products. However, from a pile of products, their eyes fall on the most charming product of all —the epitome of all things bright and useful. But they aren’t sure why they’ve fallen for that very product. This is where neuromarketing comes into play. For newbies, neuromarketing encompasses several phenomena that urge the average consumer to take action.
To put it in simpler terms, neuromarketing includes the use of brain composition to target marketing campaigns. These marketing campaigns are designed in a way that attracts the attention of the consumer leading them to make a purchase, indefinitely.
Now what does a digital marketing course have to say about neuromarketing behaviour? For starters, it indulges in a separate curriculum to dissect how neuromarketing works. If one is looking for a course that includes both neuromarketing and consumer behaviour, this is the place for these conquests. Let’s get started.
The Influence of Brain Processes on Consumer Behavior
Consumer behaviour is easily influenced by brain chemistry. Here are the processes involved decision-making and the role they play:
A. Cognitive processes and decision-making
- Perception and attention - Perception deals with how humans interpret every stimulus. Attention focuses on processing information where it’s due.
- Memory and learning - Memory and learning influence consumer behaviour by enabling decision-making using records of memory. Consumers rely on memory to evaluate their choices and come to a decision.
B. Emotions and their impact on consumer Behavior
- Emotional arousal and its effects - Emotional arousal indicates the amount of emotional response that occurs from a particular stimulus. In return, this serves as an important factor in determining consumer behaviour.
- Implicit and explicit emotions - Implicit emotions refer to experiences faced by the consumers without realising the very nature of it. These are naturally triggered by cues like smell, music, or colour. Explicit emotions focus on more conscious experiences such as storytelling or communication.
C. The role of subconscious processes in consumer decision-making
- Priming and its influence - Priming is an important aspect when it comes to decision-making as it activates certain thought patterns in the subconscious mind thereby influencing consumer behaviour.
- Subliminal messaging and its implications - Subliminal messaging is a powerful tool in neuromarketing as it allows the introduction of stimuli beyond the natural senses of the consumer. These cues go beyond the conscious filter and are processed by the subconscious mind.
Leveraging Psychological Principles in Marketing Campaigns
By implementing psychological principles in the marketing domain, one can devise compelling campaigns to persuade potential customers to purchase a product. Here is how it is done.
A. Utilising persuasion techniques
- Social proof and influence of others - If there’s one thing we’ve observed, it is people’s desire to follow others’ actions and take course accordingly. Social proofing enables this concept, urging people to research testimonials, and reviews, and determine whether they should opt for the product or service.
- Reciprocity and its impact on consumer behaviour - The principle of reciprocity is based upon the concept that individuals feel obligated to return a favour. Marketers rope in consumers by offering discounts, freebies, and access to exclusive content by acting on this principle.
B. Creating effective branding and advertising
- Use of colours, fonts, and imagery - Colours, fonts, and images have a significant impact on one’s emotions and behaviour. As a result of this, marketers determine the colour or font that best suits a collective emotion and campaign their products in a similar manner.
- Storytelling and its psychological impact - Storytelling is another vital medium that brings in people and pushes boundaries. Apart from this, it can also be an engaging medium for evoking empathy, thereby creating an impact in the minds of the consumers.
C. Applying behavioural economics principles
- Understanding heuristics and biases - Heuristics talks about mental cues created by the mind for making quick judgements. These cognitive shortcuts can be used to frame the product in a certain way.
- Nudging and choice architecture - When talking about nudging, courses for marketing professionals teach marketers about the impact of architecture in building a product and selling it. For instance, placing popular items on visual display at all times can bring in the desired crowd for the business. Simultaneously, nudging them about it from time and time may also be beneficial.
Case Studies and Examples of Successful Neuromarketing Campaigns
Neuromarketing or the study of how the brain responds to stimuli presented in the marketing domain can be extremely beneficial given the scope of studies. Let’s discuss a few case studies of popular brands moving forward.
- Coca-Cola's "Share a Coke" campaign - The “Share a Coke'' campaign was a marketing initiative aimed at connecting brands with consumers. By printing the people’s names on the cover of its bottles and cans, Coca-Cola capitalised on the human need to share and feel socially validated. In bigger ways than ever, the brand managed to hold on to people’s sense of personal identity and sold its products extensively.
- Nike's "Just Do It" campaign - The Nike “Just Do It” campaign is another example of tapping into a consumer’s innate sense of desire and achievement. The release of dopamine when overcoming obstacles and facing challenges proved to be a major success for the brand. To top that, Nike’s use of extensive imagery creates a personal connection for every consumer.
- Apple's product launches and brand loyalty - However pricey Apple’s products may be, consumers always wait for the latest news regarding the launch of a new product. Anticipation plays a huge role in this campaign. By hyping up the anticipation faced by the masses, Apple is able to capitalise on consumer behaviour and sell countless products to date.
- Dove's "Real Beauty" campaign and body positivity movement - A bolt out of the blue was Dove’s “Real Beauty” campaign that spoke about shunning previously-held regressive industry beauty standards with newer and more well-informed ones. These standards were different and featured women from all parts of the globe coming together to support a brand campaign that resonated with them and their personal identity. The message was quite clear —Beauty for everyone!
Conclusion
In today’s market, understanding consumer behaviour linked with neuromarketing is as vital as bringing out the potential of a particular product or service. By tapping into the subconscious and conscious emotions of the consumer, brands can build rapport and manage their businesses with utmost brand loyalty. Not to mention the heaps of sales that come pouring in for the business.
To understand neuromarketing better, study digital marketing to get to the root of consumer behaviour. One can start with an Executive Certificate Programme For Strategic Chief Marketing Officers course that connects both the learner and brands within the industry. The programme is focused on enabling practical learning along with the theoretical aspect of marketing including the core concepts associated with leadership skills. For more information, sign up today!
