Neuromarketing is the science of understanding subconscious consumer behaviour. Through neuromarketing, you can identify the feelings that consumers attach to certain products and services, and use those to manipulate a consumer’s decision-making process.
Many companies are now turning to neuromarketing to reshape and transform their brands. Here are some examples of how neuromarketing can be used to improve consumer engagement.
Emotional Advertisements
There’s plenty of evidence to suggest that appealing to a consumer’s emotions influences their behaviour and decisions. In a recent study conducted by Dr. Robert Heath, a strong positive correlation was shown between emotional ads and an improved view of a particular brand. Basically, ads that appeal to the emotions of people will positively influence their decision.
Investing in neuroscience for your marketing will help you get the most out of your strategy. It can help you identify your target audience and guide you on how to create positive associations with your brand, resulting in higher returns.
Brand Message and Product Design
Neuromarketing can increase consumer engagement with your brand by changing the way that you market your products and your brand’s message.
Consumers have unconscious but distinct responses to packaging and product design. Colours significantly impact the way that we perceive things. According to colour psychology, they can be used in brand designs and logos to elicit certain emotions. For example, green is used to promote a reassuring message and has become almost synonymous with "health", whereas blue is associated with cleanliness and can be seen in use by pharmaceutical companies and hospitals.
Using neuromarketing through colour psychology can help you increase consumer engagement with your brand and products by appealing to their subconscious mind.
Online Experiences
Neuromarketing transforms online experiences. Surfing the web is now such an everyday activity that we are influenced by usability and ease of access and our brains are hardwired to respond to visual cues. Users can form a first impression of a website in less than a second, which means that details such as layout, colours, and font play a huge part in affecting consumer associations.
If your website takes too long to load or is complicated to use, you can potentially lose out on valuable customers. Testing out your websites with neuromarketing techniques such as eye-tracking, typography, and colour psychology will help to make your website more attractive and increase consumer engagement.
Researchers, agencies and brands choose Smile Reader to deliver valuable insights that increase brand equity and achieve high-performance marketing campaigns.
For more information on their emotion recognition services, click here.