What You Need to Know About Neuromarketing

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BY Chris Loomis

Our brain is beautifully complicated. It does more than helping our body function well, but also responds to our emotional needs. Humans are emotional beings after all, and this is something a lot of marketers should learn about. In Marketing, understanding consumer behavior is crucial to build brand awareness and get closer to your target customers. 


Closing the gap between branding and customer experience 

Consumer behavior continues to evolve alongside technology. This is why marketers should be able to adapt to these constant changes and stay on the marketing game. Successful branding depends on how marketers connect to their consumers on a deeper level and establishing trust towards their brand.

Nowadays, it has become significantly valuable to businesses to understand people’s minds, how they work, and how constant changes in technology and our environment affect their buying behavior. Unfortunately, a lot of companies think they are doing the right thing but it’s otherwise. 

This is where neuromarketing comes in. It is seen to grow within a few years due to the increasing need in understanding customer behavior and perception. Spending time to learn neuromarketing will help close the gap between customers and a positive brand experience. 


What is neuromarketing? 

For starters, neuromarketing refers to the study of how the human brain works or reacts to advertising and branding. Researchers often use insights from social psychology, behavioral economics, and neuroscience as part of neuromarketing studies. These collected insights are then used to improve and determine the effectiveness of a marketing strategy including the overall branding.

Neuromarketing also helps in a deeper understanding of consumers. It is more than creating memorable ads and taglines. Not only it can get you closer and build a better relationship with your audience but also improve alignment and collaboration among the organization's employees. Likewise, this will enable brands to identify their target consumers’ behavior as accurately as possible. At the same time, offer them the best brand experience ever.

It is also said that our brains have two systems, according to a study by Daniel Kahneman and Amos Tversky. The first system is said to be “street-smart”: intuitive, emotional, and tends to make quick decisions. The second system, on the other hand, is “book smart”: rational, cautious, and even lazy that it allows System 1 to do more leg work.

Most consumer models base marketing strategies on facts and logic, assuming that these, aside from logic, will influence people’s buying decisions. But in truth, most people make decisions based on their instincts and how they feel towards the brand. 


Does neuromarketing work? 

Knowing how customers respond to various stimuli such as sounds and colors can help brand owners determine the right messaging and design that will supposedly create more customer impact.

Have you ever visited a fine dining restaurant with pop music playing in the background? Or a fast-food chain with black and white interiors? All of these have something to do with the response that these brands want their customers to feel and experience (in a positive way, of course). 

Neuromarketing may not be a full-blown marketing discipline yet, but it will surely be in a few years. At the end of it all, it’s the consumers that should be of top priority when it comes to creating marketing strategies. It should be able to connect to them on a personal level, not just to sell or earn something from it. Hiring a digital marketing expert in Franklin TN can also help with your business needs, so contact one today!

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