By definition, neuromarketing is a commercial marketing communication field that applies neuropsychology to marketing research. It studies consumers' sensory, motor, cognitive and affective responses to marketing stimuli.
Instead of intuition-based marketing, you can now make data-driven decisions that are proven to work well with the target audience. The strategy is highly efficient because it helps you to understand how a typical consumer feels, thinks and behaves.
It allows you to customise offers and give people what you know they'll purchase. Here are seven major neuromarketing strategies every marketer should know:
1. The scarcity card
One of the most popular neuromarketing tricks is playing the scarcity card. You can see scarcity messages almost everywhere these days, from brick and mortar stores to e-commerce websites.
For instance, you can display a message such as 'only 17 pieces left on stock' to show that the product is extremely popular and convince potential buyers to take action instantly.
2. Eye-tracking technology
Eye-tracking is a powerful neuromarketing strategy that can give your business a big
boost rather quickly. The idea is to track users' reactions to all sorts of sales and marketing messages and to identify elements that really
make an impact on your target audience. Examples of what it looks for includes:
- which marketing components really grab customers' attention,
- relevant and irrelevant parts of the message, and
- features that drive the decision-making processes.
3. A focus on problem-solving
Do you know why people buy certain products or services? The answer is simple. They do it because products and services help them to solve practical issues and eliminate common pain points.
In such circumstances, a good neuromarketing strategist will shift the focus to messages that prove the problem-solving
capabilities of a product or service. This is a strategy that every marketer should use.
4. Numbers for substantiation
People love numbers in marketing messages for a highly specific reason — numbers feel tangible and appear to be more trustworthy than generic copies. Here are two examples of marketing messages:
- Our software will help you to maximise conversions.
- Our software will help you to increase the conversion rate by 14% in six months.
The second option is obviously better because it looks more realistic and promises to achieve a very specific
5. Carefully chosen colour schemes
Another neuromarketing strategy is to choose your colour schemes carefully. What makes this tip so important? Well, the secret lies in the fact that each colour has a very special connotation, which means you can use different combinations to drive different types of action.
The symbolism of colours is a broad subject, but here's what popular neuromarketing choices actually mean:
- Red symbolises passion and energy (remember Coca-Cola or Red Bull)
- Blue suggests authority and trustworthiness (Microsoft or IBM)
- Yellow means hope and spontaneity (McDonald's or Best Buy)
- Black is a symbol of power and elegance (Dior or Chanel)
6. Retail therapy
Some people tend to go shopping when they are feeling down and under the weather. Neuromarketing recognises such a practice as retail therapy. The goal of this strategy is clear — you should create marketing messages that encourage people to buy your products and improve their mood through shopping.
7. Full immersion through sounds, images or scents
Take advantage of physical impressions, such as sounds or images, to fully
immerse consumers into the shopping experience. A great example comes from IKEA, a company that developed a mobile app based on augmented reality. With this tool, potential buyers can virtually place true-to-scale 3D models in their homes and get a notion of how a new piece of furniture would fit it.
Neuromarketing has become a major business trend because it helps companies to understand consumers and design better products or services. It gives you the chance to make data-driven decisions and make your marketing strategy more efficient in the long run.
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.*Image courtesy of Pixabay