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Neuro-marketing between influence and manipulation
Introduction
Our daily lives include errand management and constant supermarket visits to buy food, drinks, snacks, clothing and other essential items. Most commonly we are thrilled to compare different product options to convince ourselves that we have made the best buying option and have saved some dollars or obtained a product for free.
Although we are mostly convinced that our decisions are our own decisions while making the purchase, the fact is that there are many factors that tend to influence the choices we make between one product and another. Research has been conducted to study these factors and to respond individually to how these factors contribute to changes in decisions.
What is Neuro-marketing?
It's really exciting that the brain is within its many responsibilities, somehow responsible for your purchasing decisions always, because it's the brain's response to an influencer, and then the next procedure that gives its orders, is what neural marketing will invest entirely.
Neuro-marketing is the application of neuroscience to marketing, which includes either direct use of brain imaging, or also scanning, in order to measure brain activity to measure a customer's response to a product or to an issue whatever it may be.
So Neuro-marketing is based on the use of neuroscience in marketing, and in fact, Neuro-marketing experiments have been taking on an increasing position since 2002, as the use of biometrics, as well as electrical brain planning, makes it possible to understand the intersections between consumer behavior on the one hand and neuroscience on the other.
Where consumers can determine the response of consumers to an ad or marketing campaign, or sometimes a brand, then, neuro-marketing monitors the attention of customers to advertising, and tries to explain why as well, scientists have concluded that if scientists pay attention to an ad, they may be emotionally affected, so the decision to buy is definitely coming.
Neuro-marketing: types and the best strategies
At first glance, when you hear Neuromarketing, you may feel strange or often difficult to term, but what if you know that hiring it in your business will lift it and take it to a really higher position? Of course, the term may intrigue you just like I did, so you'll get to know everything about nervous marketing here.
How do marketing experts benefit from psychology?
Through its campaigns and studies, digital marketing measures consumer behavior by tracking its activity, and all of this is possible and already available.
But more importantly, what stopped digital marketing incapacitating is how to measure the customer's emotional resonance? Or emotional response.
The idea may be a little distant, or perhaps incomprehensible, but it can be illustrated by a realistic example:
Neuro-marketing strategies
Immersion Neuroscience in 2017 developed an arm strap, which can track Oxytocin levels in your brain by tracking the rhythm of the nerve controlled by your heartbeat, while Oxytocin is the chemical responsible for empathy, where the brain synthesizes the chemical while consuming marketing materials.
This is one of the best indicators of emotional participation, and therefore the quality of content, on the other hand, neuroscience is a more accurate and accurate measure of web measurement in the field of emotional echo measurement of content.
Participants in web opinion assessments often tend to protect their true opinions, so that they are compatible with collective thinking, and on the other hand, they want to please everyone and conform to key figures, so they may often hide their true opinions.
In general, since the employment of neuroscience in marketing is done only by relying on metrics and devices, it is always an area that large companies can benefit from, and in fact relying on specialists and experts, so that the results are really accurate.
Benefits of Neuro-marketing
Major brands such as Microsoft benefit from neuro-marketing, knowing its importance and significant impact on its business activities, as the most prominent areas where companies benefit from the employment of neuroscience in marketing are:
Telling stories full of conflict, surprise and emotion can actually attract the public's attention.
It can be content with the most impressive shot in the ad, without having to complete its filming, and fill it with boring detail.
It has emerged that the brain responds well to multimedia presentations.
Tracking the emotional participation of lecturers also helps companies improve their conferences.
Because the primary goal of neural marketing is to gain insight into what makes advertising more effective and successful.
First, you have to change the language of your ads, so you can attract and convince the viewer exactly what the viewer wants.
Fear of loss or aversion to loss is a tactic widely used in marketing and sales, but you can avoid it by changing the language of your ads.
Brands can benefit from neural marketing, in order to measure viewers' emotional reactions to different packaging designs, and then they can identify the packaging option that evokes the highest level of emotion and interaction with the situation as well.
Because pricing is all about psychology, where consumers can now evaluate the price using neuro-marketing.
Neural marketing can be used to measure reactions to website layout, color chart, text, or font size.
Factors affecting consumer decisions
Neuro-marketing focuses on various factors that affect the buyer's decision about a product, in order to provide better commercial acceptance, including:
- Attention.
- Memory.
These factors are studied, among other factors, closely or independently to gain a better understanding of how a potential buyer's brain works. Let's see how attention and memory, two very important cognitive functions that allow us to learn and store information.
1. Attention
Attention is a cognitive function that provides guidance for processing approaches to audio, visual or other sensory inputs. Researchers found that differences in visual prominence between two or more things can affect the choice of a product placed on supermarket shelves.
In this study, neuroscientist evidence shows that the visual prominence of the product on the shelf, such as its colors, size, etc., has a greater impact on its choice than other factors such as the personal preference of the product. This is particularly true in cases where the buyer must make a quick decision. When compared to a different element invisible at eye level or an image placed on a screen beach, eye-high products or on-screen imagery have double selection.
2. Memory
Memory is the ability to absorb, store and summon information, both in the short and long term. Through neuroscience techniques such as electroencephalogram (EEG) and magnetic brain planning (MEG), factors such as consumer sex and product knowledge can affect the choice of purchase towards a particular product.
The positive response to consumer-defined stimuli also suggests that if another product is mentioned in a commercial, even if it is a "competing product," this stimulus leads to a neurological response.
These are some of the factors that are taken into account in physical and virtual stores to attract or influence customers to choose a particular product. Neuro-marketing, also known as "shopper marketing", should be noted that it is not an independent area but a multidisciplinary field that combines aspects of neuroscience, psychology and marketing. So many studies that are originally psychological or scientific can be used to form the principle of neuro-marketing.
For study and research with regard to neuro-marketing, there are dedicated task forces to it. Thus, look for new ways to push the customer to buy a target product. There are many teams that have investigations in this area.
It is common for researchers to use techniques such as EEG or MEG because they can measure brain activity directly associated with specific brain functions for a longer period of time. ActiChamp and EEG Analysis Analyzer 2 are examples of equipment that can be used for these purposes. Eye tracking systems, such as Brain Products' Tobii system or the Argus system of the USC Roski Eye Institute, are also used to study neural marketing.
These are just some of the factors that are taken into account in physical and virtual stores to attract customers or make them choose a particular product.
There are research working groups dedicated to neuro-marketing research. Find new ways to increase the likelihood that consumers will buy the product. Because they can record responses to stimuli for longer than the time, researchers prefer techniques such as EEG or MEG. In order to record and analyze captured data, Actichamp and EEG Analysis Analyzer to can be used.
The results of neuro-marketing research are widely used to create strategies for positioning the product on the market, measuring colors, creating logo, and in many cases strategies to make the consumer feel desirable towards the product because of the "history" or "story" behind this object or services.
Conclusion
The Neuro-marketing Study provides a deep knowledge of cognitive function and a better understanding of consumer behavior. Moreover, it also provides useful tools to influence our decisions. This knowledge must therefore be used carefully and responsibly.
Like me, you are no doubt thinking about the importance and accuracy of neuro-marketing, in achieving your company's goals and increasing your sales.
So look for experts and specialists who can help you make a leap for your company or business.
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