With customer data and AI driving digital engagement, brands need to take a human-first approach to create value through personalization and relevance. Enter neuromarketing.
What Is Neuromarketing?
Acronym’s VP, Integrated Media, Joanna Cohen is a neuroscientist and brand marketer. She explains,
“In its simplest sense, neuromarketing focuses on the psychology and brain physiology behind customer decision-making. Neuromarketing gives brands the ability to create more effective campaigns by understanding the way we perceive and process information. It helps us identify the emotional and perceptual triggers that are key to a customer’s decision-making and purchase process.”
How Does Understanding Neuromarketing Improve Brand Experiences?
The subconscious, specifically, emotion, plays a large role in influencing behavior. It can even change the way a certain brand, product or image is internalized in the brain. Most marketing strategies approach buying behaviors as a rational, conscious decision as illustrated below.
However, the human brain is much more motivated by emotions and the subconscious thought process, which is driven by the customer’s hopes and fears; their emotions and ego; their experiences and expectations; existing attitudes and beliefs (including social and political) and their behaviors. The process is actually more closely related to the below illustration.
Marketers and brands should take common emotional triggers into account when planning their digital campaigns. In fact, according to an IPA dataBank Study, marketing campaigns that focused on emotional drivers (the Feel, Think, Choose approach) were 31% effective as compared to campaigns that used the rational drivers (Think, Feel, Choose), which were only 16% effective.
How Can Brands Create an Emotional Connection with Customers?
So, if customers feel before they think and choose, how can brands tap into those emotions? The answer is visual imagery.
To begin with imagery is essential. Implicit memory, which is primarily visual, affects the way brands are perceived and this is encoded in our memories.
We’ve all heard the expression, “a picture is worth a thousand words.” Consider that two-thirds of the stimuli reaching the brain are visual and about 80% of learning is visually based. In fact, facial signals are encoded in the brain and have a much more immediate effect on customers’ attitudes than words.
Brands can shape customer attitudes by tailoring perceptual cues through the use of color, image selection, wording – including font style and size – facial expressions seen in images, messaging sequence and storytelling. In other words, focusing on how the brain stores information and the psychology and physiology behind customer decision-making, brands can reach individuals across the customer journey with the right messaging.
The more brands understand how their customers make decisions, the better they can leverage insights about the brain and how it stores information to design memorable and effective marketing strategies that target both the conscious and the subconscious mind.
If you’d like to learn more about how neuromarketing can improve your digital marketing approach, contact us today.
POV by Joanna Cohen, VP, Integrated Media.