Track

Scan customers’ eyes to see how they view marketing elements

Trace

Analyze customers’ facial expressions, gleaning insights into their emotions

Trust

Rely on buyer reactions to sensory cues to gain clues to purchasing decisions

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Neuroscience Can Provide Indispensable Insights into Buying Behaviors

As competitive pressures ratchet higher and tech advances continue, brands must wring every advantage the tech revolution can afford them. Many marketers are rousting just such a benefit from neuroscience marketing. The science involves studying neurological and physiological signals to help predict customer behavior and decision making. Continue reading to discover the latest neuroscience marketing trends.

1. WHEN IT COMES TO NEUROSCIENCE MARKETING, THE EYES HAVE IT

How customers and prospects view marketing materials, and the order in which they move through materials to absorb each element, remains vitally important to marketers. Take an online ad, for instance. Through neuroscience marketing, brands can employ eye tracking to learn whether customers’ attention focuses on components of the ad the brand wants them to scrutinize, and at the right times. Reaping these insights can help brands forge marketing campaigns that gain the right kind of attention.

We introduce the concept of neuroscience marketing, exploring three recent trends in neuromarketing that can help brands better predict customers’ response to marketing.

One neuromarketing tool is fMRI, which measures brain blood flow that can reveal increased neural activity and levels of engagement, helping marketers set prices and enhance marketing content.

Read Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability, by Darren Bridger.

Neuroanalytics stands to drive marketing into the future. It will enable marketers to monitor unbiased brain and body reactions to marketing content, providing a deeper level of marketing intelligence and thus a competitive advantage over rivals.

Email or call us at 708-246-4211 to learn neuroscience marketing trends that can help you develop marketing content touching customers on deeper emotional levels.

2. GAUGE FACIAL REACTIONS TO GRASP EMOTIONS BEHIND THEM

Customers’ and prospects’ emotional reactions to brands, products and marketing are profound indicators of whether they will or will not purchase. Advanced software and webcam images can be employed in facial coding, a technique permitting marketers to measure emotional reactions to marketing messages. This neuromarketing discipline lets brands spot even the most fleeting facial movements registering interest in aspects of brand marketing. Armed with this knowledge, marketers can fine tune promotional messages with the goal of spurring desired emotional responses.

Eye tracking and facial coding, when mixed with other techniques like biometrics, voice analysis and functional Magnetic Resonance Imaging (fMRI), are key to leveraging neuroscience marketing. For instance, brain scans of people viewing quit-smoking ads were able to predict call volume to smoking-cessation hotlines. Traditional surveys of ad effectiveness were not. Read on for yet one more strategy marketers find indispensable.

3. SENSES REVEAL INSIGHTS

We have discussed the importance of using neuromarketing to gauge emotions. Neuroscience can also be used to go deeper into a probe of emotions, by studying sensory reactions that can spark customers’ emotions.

Sensual triggers. The senses – vision, hearing, taste, touch and smell – are gateways into human emotions. Neuromarketing can help marketers zero in on a sensory, or better a multi-sensory, experience that prompts emotions leading to purchases.

Sensory surroundings. Many products appeal to one or more senses. Think of how a power saw feels in hand, and its sound as it slices building materials. Neuroscience can pinpoint sensory cues that can mean more finely-calibrated marketing campaigns.