Advances in neuroscience are giving us new insights into the brain like never before. Beyond simply researching the brain, neuroscience is beginning to apply itself many different fields. A new area of research, neuromarketing, applies principles of neuroscience to better understand how a consumer perceives advertisements and products. Using brain imaging and other techniques, neuroscientists can see in real time your brain reacts to an advertisement.
What Can We Find Out From Neuroscience?
Neuroscientists know how people form memories, and use this to help advertisers figure out what factors of an ad will make a person retain the most information from it. The brain has a specific process for forming memories, in which various parts of the brain are activated, and by creating an ad that activates the most areas involved in memory, you can create an ad people are more likely to remember.
They can also measure how emotionally engaged a person is, or discern what captures the attention of someone. Specific areas of the brain are activated when we feel different emotions, and by closely watching them in real time, neuroscientists can tell exactly what a person is feeling as they watch an ad. Neuroscience can effectively allow advertisers to know their consumer more than ever, in ways that no survey could replicate.
How to Market–According to Neuroscience.
CONTENT: Connect Viewers to your content.
Content is important in an ad. Viewers need to feel connected to what you are producing, and need to be able to envision themselves using it.
One way to make viewers feel connected is to make a statement about the benefits of your product or the action you want them to complete. This makes the viewer more likely to envision themselves doing or using it, and therefore more likely to connect themselves to the action.
For example, in a recent study with the UN World Food Programme, the organization wanted to create an ad to have people help their cause of ending world hunger. When the ad included a statement about what the benefit the viewer’s actions would have, the view was more likely to feel the impact they could make, and their intent to do the action increased.
CONTEXT: Where your ad takes place, matters.
When and where your ad takes place matters. The device viewers consume it on, the time, the show or video they see it with–it all needs to be considered. Viewers can be more likely to interact with an add if its context makes it so.
Studies have shown viewers who are more engaged in what they are watching, are also more engaged in ads which happen during them. For example, airing an ad during a drama or sports game, where viewers are deeply involved, they may be more likely to remember it.
What is happening around your ad may also influence the impression the viewer gets. So you need to understand what impact the environment of your ad may have on your ad’s message.
Neuromarketing in the future
So is neuromarketing the advertising of the future? Big companies like Starbucks are already turning to neuromarketing to help optimize their advertising. The direct insight into the mind gives companies a very specific knowledge of their consumers, and knowing consumers at a subconscious level will be a competitive advantage for all marketing firms.
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