Branding seems to always focus on the creative aspect when it comes to promotion. It’s all about what people want to see or how a brand is aesthetically pleasing in its image. So the time is spent mostly on trying to construct a visual that is captivating or how to make an advert or a product package memorable and unique.
Well, that is exactly the point. You look at the artwork but instead of expending your thoughts on how to create an eye-catching visual, why not shift your angle a little bit. Look at how you’re going to create an artwork that swiftly attracts your target audience. This is where science comes in. To be more specific, #NEUROSCIENCE.
The relevance of #neuromarketing
Instead of conducting dip-stick surveys and relying upon /guesstimates’ you may use neuroscience to your advantage. #Neuromarketing has been used since the 20thcentury, however, with the advent of #artificialintelligence and machine learning technologies to retrieve subconscious data from consumers, this research method has gained rapid traction.
I’m not saying that traditional methods should be discarded. NO. What I’m suggesting is to extend your methods of research to get an even more comprehensive and super solid data with neuromarketing methods. So you’re not just tackling the surface, you’re diving deeper into the consumers’ #subconscious. The mind and the emotions. When research agencies combine strategies that appeal in the logical and emotional level, recent studies have shown that it’s been proven very successful.
How does #neuromarketing work?
Biologically, our brain responds to certain stimuli. With neuromarketing technology, researchers can detect and record the brain’s response to know what emotions are triggered when exposed to certain stimuli. The emotional state of mind viz. happiness, sadness, disgust, anxiety, sceptisim and surprise are recorded as biometric data, hence, neuromarketing enables companies to adapt their branding stratagems to psychologically influence consumers.
Why is #neuromarketing crucial?
According to Harvard Professor, Gerald Zaltman, he highlighted that 95% of purchasing decisions are subconscious. His research indicated that purchasing decisions aren’t solely made by comparing competing brands and price points. In contrary, it’s the emotions. In general, most decision making purchases are driven by urges from the emotions.
This means that the emotions play a very crucial role in ensuring a comprehensive and substantial data and result. Missing this #humanistic aspect of research approach equates to a huge potential loss of unacknowledged data, resulting in a #lacklustre outcome.
A valuable application of neuromarketing is in “focalism effect” or “dependence effect”. If, for example, you are looking at two flight bookings which are priced similarly, but one offers a free checked-in 20 kg baggage plus a complementary meal-box, then you are much more likely respond to the offer that provides freebies. You will more than likely not explore more detailed features nor you are going to evaluate the flight bookiings without the freebies.
That is why it’s important to KNOW the emotional responses of any advertisements or creative content in marketing. Your logos, advertisements, videos… how does it make your consumers not only remember but FEEL? What better way to engage with your consumers other than by emotions?
This post has been prepared by our Master Story Teller, Siti Wajihah