Neuromarketing: How B2B marketers can benefit from neuromarketing?

Companies that want to remain competitive and relevant in their industry must invest in new ways to engage their customers and improve their brand and the same rules apply to moving companies looking to grow and expand. As a company with many years of experience in digital marketing, mover’s development understands the impotence of finding new, cost-effective ways to increase brand awareness and take your advertising efforts to the next level. Today we look at the benefits of neuromarketing and how it will evolve in the future.

The problem is that it’s not easy to measure these brain responses. Neuromarketing involves brain imaging and scanning to learn how people react to products, prices, packaging, and advertisements. Early applications of neuromarketing wear for B2C products. It has been used to solve problems such as how the brain reacts when looking at certain product packaging, and at what level of simulation is it when certain TV commercials are displayed. Can we use these skills and neural tools to better position and market your B2B solutions?            

What is neuromarketing and what does it mean for B2B?

Neuromarketing can be defined as a marketing method that understands how the customer’s brain responds to various advertisements and branding. Neuromarketing combines neuroscience and marketing to help brands measure the emotional resonance of their current and future marketing campaigns. Neuromarketing involves brain imaging and scanning to learn how people react to products, prices, packaging, and advertisements. However, using these methods, neuromarketing can reveal some interesting facts. Customers are subconsciously reacting to your brand in a way that has a huge impact on their purchasing decisions that they are not consciously aware of at all.

Neuromarketing Research

Neuromarketing research typically uses brain scanning techniques or physiological measures to assess consumers’ subconscious preferences and can help inform advertising, product development, or marketing collateral. 

This is usually done through brain scans using fMRI or EEG techniques or through physiological tracking, including eye movement measurements, facial coding, or measurements related to body temperature and heart rate. 

Measuring physiological traces is usually much easier. There are tools available on the market, including a face reader, which measures facial expressions, or various eye-tracking software.

Neuromarketing Ethics

Although the purpose of neuromarketing is to determine how consumers respond to a brand or campaign, a rather harmless study, not everyone is convinced that it is ethical.

Neuromarketing is not unethical. However, it is important for businesses to maintain high ethical standards when researching consumers. Neuromarketing should be used to create effective ads and eliminate ads that don’t work. That’s all. 

For example, a brand must not knowingly promote anything that is harmful or illegal. You should also not study minors to figure out how to link them to your product. 

Most common applications of Applied Neuromarketing?

There are several applications of neuromarketing that cover almost every field. Nevertheless, the most common application is typically midsize/ large enterprises outsourcing market and high-cost research. 

Branding: brand sentiment evaluation, brand personality, unique asset evaluation, corporate image evaluation, etc.

Website Value: graphic line rating, microsite or landing page rating, web page usability, brand building, etc.

Public relations: comparison of the animatic, audiovisual, digital, or radio campaigns, evaluation of advertising campaigns at the point of sale, brand building, etc.

Product/ Service: Product design, pack comparison, POS display visibility, asset testing, user experience, etc.

Other applications: point of sale, Entertainment, Politics, Industrial Design, Architecture and work Environment, etc.

Types of neuromarketing:

Vision: Based on how we perceive a product or service with our eyes.

Hearing: Based on what we hear and how we perceive those sounds.

Kinematics: What we perceive through taste, touch, or smell.

What does neuromarketing measure?

Caution: You can get it through advertising, but you have to influence quality users.

Sentiment: Based on the emotions the ad creates for users while viewing the ad.

Memory: This is the most complex aspect as you need to get users to remember your brand, product or, service.

CONCLUSION

Neuromarketing is a scientific study of how the brain responds to branding and advertising. Neuromarketing is the culmination of decades of advertising efforts within the scientific framework of understanding customers. To that end, companies such as immersion neuroscience and spark neuro have developed technologies that can measure specific neurochemical and physiological responses that indicate emotional engagement while consuming marketing content.

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