“Neuromarketing” Is Becoming A Much Stronger and More Relevant Trend


neuromarketing
Social Media Week

There are four emotions, in particular, that especially appeal to the brain when mixed with marketing messages: joy, trust, anticipation, and surprise. Neuromarketing seems to be at the root of all this.

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There are a number of marketing techniques that have been proven effective according to neurological research studies that examine what is most effective, marketing-wise.  The question is, how to grab potential customers’ attention spans effectively, yet without being too obvious? There are three simple, sense-based techniques that can get you started.  

First, select a scent that can be used as a trademark fragrance

You want your future and previous customers to associate your brand with a particular fragrance.  Moreover, it’s not necessary to select just one fragrance; instead, it’s possible to select one for the company waiting room, a different fragrance for the first showroom; a third in the second showroom; and so on.  

Second, you’ll want to be careful about the placement of ads

Be sure to situate them near the center of the page, making sure that the brand is situated farther down than up, so that it’s slightly below eye level.

Third, people are at their most alert and vibrant in the morning hours

If it’s at all possible, try to target them at this time of day—say via a morning radio ad or during an early meeting.

Another frontier that’s changing rapidly is the convergence of marketing, data science, and mobile data via smartphones. Marketing is also becoming more social than ever before, making it all the more likely that brands that market to our demographics will magically show up in our news feeds and sidebars. The ubiquitous nature of advertising likely has a lot to do with the demise of the television set as a household staple; computers, the Internet, and smartphones have long since replaced traditional TV advertisements.  

However, because marketing has infiltrated our social networks, it is also more likely that brands will opt to tap into the power of mirroring and the use of mirror neurons to appeal to potential customers: let me explain…

Take, for example, instances in which the Facebook gods pick up on a few friends “Liking” or “Sharing” the same business or product.  Because your friends have just demonstrated their affection for said brand, you’re more likely to express affinity toward the brand, as well.  This is especially true if you’re exposed to an emotional story about someone interacting with a given product and enjoying themselves or acting in a way that results in a satisfying or moving experience

The impetus to mirror can also be inspired more literally, of course, than ‘liking’ or sharing information about a product or a brand.  If an action or an emotion is depicted visually, the viewer is much more likely to mimic it, due to the influence of mirror neurons.  For example, if your company makes surfboards, and you depict a surfer at the beach happily surfing a large breaker on a Hawaiian, black sand beach, viewers of that ad are more likely to want to mimic the surfer and go surfing than people who only see a written appeal from three of their friends encouraging them to “Like” or follow your company on Facebook.  The unconscious logic goes something like this: that man looks happy, and he is surfing, so surfing must make him happy.  “I want to be as happy as he is!  I should go get a surfboard so I can feel similarly!”

The scene that’s being depicted to the viewers manages to simulate an actual beach with actual waves and someone riding on an actual surfboard. This simulation in turn, causes the viewer’s mirror neurons to fire, causing the viewer to feel similarly to the way he might feel if he were actually surfing.  Those emotions that go along with the simulated experience are pretty powerful, too!  

Speaking of emotions, there are four emotions, in particular, that especially appeal to the brain: joy (and variations like cheerfulness, serenity, or delight); trust (and variations like admiration or acceptance); anticipation (and variations like curiosity, interest, or expectancy); and surprise (and variations like amazement, astonishment, or uncertainty).  If an ad or marketing video appeals to one of these four emotions and manages to tell a great story, it’s statistically more likely to viral if it’s on Twitter, say, or YouTube.

Interestingly, all the above-mentioned emotions can be classified as positive—which is slightly counter-intuitive.  It would seem logical, for example, that fear or anger would be one of the displayed emotions that elicited the most responses.  However, if we think about it for a moment, it makes sense that viewers would rather mirror a joyful surfer than a frightened surfer, for example—and for obvious reasons!  I mean, what if it’s a shark that’s scaring the surfer?  That’s not a scenario I’d care to mimic.

These are emotions we want to elicit in order for our Tweets and other mass marketing efforts to have a better chance of going ‘viral.’.  If you don’t care whether or not your product mentions go viral or not, perhaps you shouldn’t be in marketing!  After all, as they say, all exposure is good exposure.



Daphne Stanford

Radio Deejay, Radio Boise

daphne_stanford

Daphne Stanford is a writer living in Boise, Idaho, who believes that art, language, education, and community radio have the power to change the world. When not writing, she spends her time reading, hiking the foothills, and engaging in good conversation with friends. Listen to her weekly radio show all about poets & poetry on Radio Boise, or find her on Twitter @daphne_stanford.



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