Do you think it's getting harder and harder to reach new customers? Or maybe you already have a huge network of people potentially interested in your products/services, but sales are still stagnant ? Have you heard of neuromarketing ? If not, then you should definitely read this article and your results will skyrocket on an unprecedented scale.
Neuromarketing - What is it? Definition
Neuromarketing uses knowledge from the field of neurobiology and psychology, which allows for a fuller understanding of what influences the consumer's purchasing decisions. It combines neuroimaging techniques , psychophysiology and data analysis, thanks to which the marketing strategy is more efficiently adjusted to the often unconscious reactions of consumers. Neuromarketing takes into account a certain margin of error , assuming that the final behavior of the consumer may differ from his earlier declarations. Of the companies that were among the first to use neuromarketing tools and techniques these include: Coca-Cola, Procter & Gamble, General Motors, Kodak, Nestlé and even Bank of America. The variety of industries shows the extraordinary potential hidden behind this type of marketing, which is why it is worth using it in everyday life, following the example of Coca-Cola.
Brand awareness and neuromarketing
We agree that on a conscious level, Coca-Cola is not the healthiest choice, and yet Coca-Cola achieved a 12% increase in sales in America in the third quarter of 2024. How on earth? This is influenced by the appropriate construction of a marketing strategy using neuromarketing techniques.
Coca-Cola has been building a consistent brand image from the beginning , including by creating media messages that appeal to positive emotions, such as joy, community and happiness. It shows us positive images in the form of moments of happiness with family or friends, which activates the areas of the brain responsible for empathy and well-being.
Neuromarketing-what are the research methods?
So how do you get data in neuromarketing ? A number of research methods are used for this purpose, including:
- Electroencephalography ( EEC ) - a study showing to what extent the decisions made by the consumer are conscious, the message provided is positive and therefore effective;
- Galvanic skin response - shows which relationships are spontaneous and which are logical;
- Electromyography (ERP ) - a non-invasive test showing the extent to which external factors, such as light, sound or smell, can ultimately influence the customer's purchasing decision;
- eye tracking - measuring eye movement, which allows determining what attracts the eye and, as a result, focuses attention and thoughts, in what order and how often. This is one of the most common methods used in neuromarketing , in which the appropriate colors are selected, and the text is placed in such a way as to encourage taking action as soon as possible (so-called CTA );
- Functional magnetic resonance imaging ( fMRI) - examines reactions to specific advertising messages, which allows us to see how important emotions are when making a purchase decision. One fMRI study found that consumers who knew they were drinking Coca- Cola had a higher reward rate than those drinking a similar beverage, Pepsi;
- neuroimaging - provides very precise, objective data on how different stimuli affect our perception and emotions. This allows for better personalization of the offer. Coca-Cola achieved this by adding drink labels with names, which gained huge popularity.
How did Coca-Cola use neuromarketing to become one of the most popular and recognizable brands in the world?
Coca-Cola has become an icon of the 20th century mass culture and one of the symbols of the United States thanks to the use of various neuromarketing techniques . It has devoted time to the appropriate design of the packaging, as well as to the creation of responses, which will allow you to achieve increasingly higher financial results. media messages that engage not only the mind, but above all the emotions of the recipient, thanks to which it constantly achieves high sales results. Only coherent action in the field of branding - from the moment of design, through communication and appropriate design with the marking of your logo, and finally through safe delivery of the package can make you gain the loyalty of consumers in the long run.
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