Here's What No One Tells You About Neuromarketing

We all know that the traditional form of marketing is not yielding desired results these days. Thus, there is a need to do some improvisation or to be flexible with all options. In this aspect, Neuromarketing is certainly not a bad choice.

What is Neuromarketing?

In very simple terms, we can define this as the application of neuroscience to the marketing process. It includes the use of brain scanning, imaging, or other relevant activity which measure the response of human being to a particular product, advertisement or any other marketing element.

How Is Neuromarketing useful for a marketer?

Marketing analysts use this concept to get a measurable report on consumer’s preference. When we directly ask for feedback, we may not get an honest answer always. Thus the knowledge of Neuromarketing could help the marketers in the creation of relevant product and services which appeals to the consumer.

Neuromarketing helps the marketers to figure out what the consumer reacts to, whether it is a particular color, the sound or so.

As a marketer, these small insights help in creating a positioning where the consumer gets in the next step of the marketing funnel.

How does Neuroscience work?

To understand this, we need to dive in with a bit of biology. But there is nothing to afraid, the concept is explained in a very simple way.

Here, we are dividing the brain into three sections:

·  Crocodile Brain: It is also known as the old brain or the first one. It is responsible for initial filtering of all the incoming messages or other inputs which the brain acquires.

But when it comes to logical reasoning and decision making, the crocodile’s brain is as good as a monkey trying to solve a mathematical problem.

·  Mid-Brain: This part of the brain determines the social situation. In simple terms, it tries to find out the meaning of the things.

·  Neocortex Brain: This part of the brain actually has the key ability of problem-solving and producing answers which has logic and reasoning.

Example: Imagine that you are out of home for a walk on a pleasant and silent evening. All of a sudden you experience that a car has met an accident with some tree. The initial shock which you feel when the car hits the tree suddenly is triggered by Crocodile Brain. When you calm down and find out that the car met the accident is functioned by midbrain. Your response that you should help the person in the car is accelerated by the Neocortex.

So, where is the problem?

Most of us while doing our positioning try to use the Neocortex part of the brain. This is obvious. But at the same time, we forget that the message reaches to this section of the brain only when it is successfully filtered by the crocodile brain.

Thus as a marketer, we need to understand that the crocodile brain is the key place to hit. It is a very lazy chap of the brain. Thus, to make it active we need to make this for it as new and exciting, something out of the box. Else, your message is going to be filtered down.

Keeping this in mind, we should not use complicated pitch, too many jargons or complex strategies or so.

Summary

Understanding consumer behavior is the key to modern day marketing. Neuromarketing concept explain earlier was just one of the important aspect, there are a set of complexities in which one need to dive in to use the psychographic segmentation in an effective manner.