Neuromarketing is a method of studying consumer behavior through the subconscious mind, by monitoring consumer reactions to product designs and marketing campaigns. It is also referred to as ‘consumer neuroscience which aims to make marketing more efficient.

Its appeal lies in the fact that it bypasses the traditional methods and strategies for marketing of marketing campaigns taught in business schools that depended on focus groups as well as surveys of the public to assess their effectiveness.Neuromarketing utilizes brain scans to determine the brain’s activity in response to advertisements as well as digital experience, with the most popular being EEG and FMRI. An EEG (electroencephalogram or electroencephalography as it it is also known) uses electrodes (small metal discs) attached to people’s brains to track neural signals.

FMRI is a term used to describe Functional Magnetic Resonance Imaging This neuroscience study technique is used to measure our unconscious and conscious emotions and our responses to advertisements by using an fMRI scan that is performed by an fMRI device. It accomplishes this by monitoring the activity of the brain in the deep regions of our brains in incredible detail. These are parts of our brain that are only getting to understand the purpose for which they serve!

A clear example of the evidence to the effectiveness of neuromarketing techniques is the use of the color red used by Coca-Cola as its brand logo. The control of impulses in the human brain occurs in the prefrontal cortex and research shows that looking at the red color can significantly increase the appetite. The prefrontal cortex’s activity was enough to make it an easy decision (no no pun meant) to Coca-Cola to make a splash with red on their packaging while branding their black, sugary drink.The days are gone of testing subjects sitting in a focus group trying to inform marketers using clipboards in glass windows what they like or dislike about a certain product.
Through Functional Magnetic Resonance Imaging (fMRI) and the eye tracker (which also detects pupil dilation) and facial coding using neuromarketing, we are able to gauge the emotional response to advertising stimuli, without making their reactions into awkward phrases.The subconscious and brain offer hard-to-find data that intelligence companies rely on when assessing consumer behaviour and trying to comprehend how to use precise market research to provide superior products, services, and even genuine web content.
What exactly is Neuromarketing employed to do?

One of the things that is most intriguing about neuromarketing is the fact that it’s becoming more accessible. In the past, if you were an advertising agency that was a major one working for one of the largest companies that ran an Superbowl advertisement it was logical to adopt the idea of neuromarketing when the decision of which advertisement to run since you already had large budgets and expensive costs.Although expensive in their own right facial expressions and blood flow are utilized to determine and measure the emotional reactions to advertising campaigns, giving indications and showing the thoughts of our subconscious, which cannot be discovered through filling out a form or gathering survey responses.

Today, the advantages and benefits of neuromarketing are greater than ever before. The results of neuromarketing are particularly evident in packaging for home-based industries (start-up companies) and when it gives insights into the demographics of customers’ online preferences through analyzing how fast they’re likely to click on something , and the amount of time it takes (ad effectiveness) to turn that click into the sale.

Let’s say that you’re running an advertisement for your product with a price point as well as an advertisement for your brand. The price displayed and the value proposition immediately prompt consumers to evaluate the value of your product.If you wish to focus on the message of the brand instead of the price in order to create an emotional connection to the brand’s image in the subconscious mind , then methods of neuromarketing that track the movements of your eyes and facial codes are the best option.They offer valuable market research into what consumers are most likely to see first, and how it influences the priority of content in the promotional.

It is also utilized to identify which brand a customer likes the most in a straight line with Coca-Cola and Pepsi such as. Neuromarketing goes further by analyzing the amount of milliseconds that a consumer chose Coca-Cola over Pepsi and introducing a quantifiable”certainty” percentage.Neuromarketing is being studied at the postgraduate level with consulting and auditing companies like Deloitte investing their resources in the study of customers’ subconscious purchasing habits (they’ve recently created their own Deloitte Neuroscience Institute).Emory University in Georgia, US is home to an Center for Neuropolicy that uses brain imaging technology to study the human mind’s motivation and how it affects decision-making in politics and business. Its Center for Applied Research in Decision Making (CARD) located at Temple University in Philadelphia, US was previously called the Center for Neural Decision Making.

They are now focusing on an interdisciplinary approach using multi-methodology and neuroscience research to better understand attention, memory, desireability, and emotion. They’re primarily working in the areas that deal with Information Systems, Marketing, and Management.There is an academic effort, at the very least, to better understand decision-making with the most recent neurophysiological techniques across all industries, markets, societies, and organisations.In this manner the term “neuromarketing” is somewhat restrictive: the field is not focused on investigating the sensorimotor, cognitive and affective responses of the consumer as a whole and not all social and political agents.

Understanding Neuromarketing

The challenge for marketers is to make sure that their branding messages are connecting with every sense, as well as the emotional and logical brain. When you enter an establishment, for instance it’s not only the price of a product on display that grabs your interest.
The things you smell, hear and taste and even see are all the basis of your sensory experience that activates your brain pathways and influences your unconscious choices.

In the field of neuromarketing, emotions are related to preferences, and subconscious feelings are linked to conscious choices. Attention span of the consumer is measured through memory recall, and learning is a key factor in this.Understanding how our memories impact our relationships with brands at an unconscious level. If so what can we do to improve our relationships with brands?

The research study that is being discussed by academics is that is the case Frito-Lay chips. Neuroscience has confirmed that women’s the hippocampus area of their brain (the emotional and memory center) was much larger than that of males which led neuromarketing experts to conclude that women can process advertisements with greater complex.The guilt-based emotional response was viewed as a hindrance for women who wanted to eat Frito-Lay potatoes.The healthy ingredients were instead featured on the packaging. The growth in sales was a testimony to the effectiveness of marketing to apply neuroscience to create significant connections with brands.

Neuromarketing is becoming increasingly important in figuring out what consumers want and requires – allowing digital marketers to discern the ones that don’t work, while we fight to stay real in an websites flooded with clickbait and false information that can end in irritating or deceiving customers on the internet.Through enhancing customer understanding and enhancing the customer experience, neuromarketing has proven to be an effective selling strategy for the future.