You may learn a lot about a campaign’s efficacy from traditional analytics like clicks, shares, and scroll times, but these metrics cannot measure your customer’s mood.
Understanding your customers’ behavior as a marketer enables you to create a personalized b2b marketing campaign that helps them in their buying journey.
A/B testing and customer surveys can help you understand what makes people tick, but neuromarketing is a field of marketing that is psychologically supported to be effective.
In this article, we will talk about neuromarketing for b2b businesses in detail. Let’s take a look at the topics that we will discuss.
- What is neuromarketing?
- Neuromarketing Ethics
- Neuromarketing Techniques to Improve Your Business
- Recognize the Significance of Choice
- Simple Packaging is the Best
- Encourage Loyalty and Trustworthiness
- Use Real People in Your Ads
- Design Ads That Are Effective
- Use FOMO to Increase Sales
Neuromarketing is a combination of neuroscience and marketing that aims to assist brands evaluate the emotional connect of their current and future activities.
Research teams accomplish this by using technology to track clients’ neurochemical and physiological responses they take while consuming marketing content.
Based on the heuristics from the research studies, marketers conduct experiments to see which advertisement elicits the strongest emotional response.
What is neuromarketing?
Neuromarketing, as the name implies, is the practice of applying brain-based research to the field of marketing in general and digital marketing in particular.
In this practice, researchers use functional magnetic resonance imaging (fMRI), which measures brain electrical activity. Plus other technologies that help them gauge how consumers react to marketing content, product descriptions, price, packaging, and advertising.
Neuromarketing research reveals which colors, images, sounds, or messages elicit the strongest reactions from audiences.
This information is then used by marketers to determine ad choices.
While neuromarketing seeks to understand how customers react to content or advertisements, not everyone believes it to be morally right.
But neuromarketing is not inherently unethical. When analyzing customers, the onus is on businesses to adhere to a high degree of ethics.
Brands shouldn’t, for instance, purposefully promote anything dangerous, dishonest, or forbidden.
Furthermore, you shouldn’t research minors to discover how to hook them on to a product.
Simply said, neuromarketing should be used to produce effective advertisements and get rid of those that are ineffective.
The primary ethical concerns relate more to your product or service than to your marketing strategy. When in doubt, consider whether the product or service is beneficial to your customers.
The three parts of our brain and how they function
Neuroscience research reveals that there are three primary sections of our brain:
- Our primitive mind, commonly referred to as the ‘old brain’ or the the reptilian brain
- Our midbrain, also referred to as the ‘feeling brain’
- The new brain, also referred to as the ‘neo-cortex’, which is the evolved brain
The three Fs — fight, flight, and food — are the basis on which our instinctive brain rapidly bases judgments.
These instincts are closely related to our enjoyment and survival. Our automatic physiological processes, such as breathing and beating of the heart, are also controlled by this region of the brain.
Our feeling brain acts as a “traffic cop” between the old and young brain regions. This area, which has been evolving for thousands of years, effectively makes decisions based on the numerous things we see and encounter every day.
The ‘thinking’ portion of our evolved brain is where our superior reasoning is located. You are employing synapses and cells in this more highly evolved region if you are reading this article or performing the math to determine if you can afford that new home.
Neuromarketing Techniques to Improve Your Business
Leveraging neuroscience in marketing is not only a wise marketing decision, it can also help develop better, more genuine, and longer lasting relationships with customers. This is because using people’s preferences and taking into account their backgrounds is a part of communicating.
Here are some ways that neuromarketing strategies and practices might enhance your marketing communication plans and digital marketing campaign.
Recognize the Significance of Choice
Customers value options. Being able to make choices and exercise control over certain aspects of life is powerful.
But as science has demonstrated, having too many options may be paralyzing.
Customers want to believe that a solution has been tailored just for them, but they also don’t want to be overloaded with choices.
They are significantly less inclined to make a decision as a result of choice overload.
Customers who have too many options frequently don’t make any decisions at all.
From jams to logos and creative design choices, overload causes poor decisions for the customer. The trick is ensure a choice without overload.
Simple Packaging is the Best
Using packaging that is appealing without being overly complex is another technique to encourage clear, plain marketing communication with customers.
People respond well to simple fonts and uncluttered logos, even if they aren’t particularly aware of the effect.
The reason Apple’s logo is so well-known is due to this science.
Encourage Loyalty and Trustworthiness
Promoting your brand as trustworthy is another neuromarketing strategy you may employ to expand the reach of your marketing.
There are numerous ways to accomplish this, but they all convey the same psychological message to your audience: your brand is trustworthy.
Examples of how businesses have increased client trust and encouraged people to try their goods or services include:
- Trials or assurances without risk
- Effortless warranties
- Occupational certifications
By presenting yourself as an expert on a subject or positioning yourself as a resource and partner to your client, you can also aid in the development of trust.
This can be done by sending out regular blog posts or an educational email series that goes beyond just promoting a product or service and helps customers with their questions or delivers pertinent news and research.
Use Real People in Your Ads
People respond favorably to photos of other people, so use them in your advertisements.
It’s still highly useful to utilize people and faces in your marketing, even if you have a gorgeous product with hero shots that showcase it or you provide an intangible service that can’t be photographed using people to demonstrate how it works.
Putting a face to your brand encourages greater consumer engagement by “humanizing” it.
Every marketer’s job starts with an understanding of how and why customers react to various messages.
Marketing professionals can better understand client behavior and motivation by utilizing fundamental neuroscience. This will enable them to make more intelligent and successful marketing decisions. You can eventually compete in a business environment that is becoming more and more competitive by focusing on what makes your customers tick.
Design Ads That Are Effective
Understanding what would make an advertisement more effective is the primary objective of neuromarketing.
This includes the placement of adverts. For instance, a recent neuroscience study found that the placement of display advertisements affects consumers’ purchases of certain items.
Therefore, firms can use neuromarketing to choose which ads to run and where to run them.
Use FOMO to Increase Sales
The fear of missing out, also referred to as loss aversion, is a common strategy in sales and marketing. In fact, a study from a peer-reviewed journal found that 62% of consumers preferred to gamble their money than losing any money. The conclusion from neuromarketing is that the way you frame your message has a significant influence on people’s behavior. People are also loss-averse.
This strategy can be put into practise by translating your adverts. You’ll be able to sell more if you can make the decision of purchasing your goods or services seem like a loss.
Practically anything can be measured in this day of digital data overload.
However, the most crucial aspect of your marketing strategy that needs to be measured is customer behavior, and this can be assessed with the help of neuromarketing.
Fortunately, this field is quickly developing, and this technology is becoming more accessible and useful for marketers.