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How Neuromarketing Techniques Help Brands Tap into the Consumer Behavior

As the marketing world continues to transform in tandem with the cutting-edge advancements in technologies, tools, and platforms, neuromarketing has started playing an integral role. From established brands and midsize enterprises to small companies, brands are jumping on the neuromarketing bandwagon because of its efficacy in marketing and branding. Many brands are using neuromarketing as a significant part of the market research process. To stay ahead of the curve, more and more companies are allotting a sizeable budget on neuromarketing to boost their sales, brand image, and conversion rate.

If you are someone who doesn’t know exactly what neuromarketing is or how it can do wonders for your brand, this post will help you clearly understand what it is, how it works and how different neuromarketing techniques can help your brand stay ahead of the curve.

Neuromarketing – What Does It Mean?

Neuromarketing is the process of optimizing and analyzing your marketing strategies by using the fundamentals of neuroscience. The ultimate goal of this technique is to take advantage of the cognitive biases of your prospects in order to persuade them to respond to your marketing efforts. Neuromarketing helps digital marketers come up with effective strategies to attract potential customers using human psychology and tempt them to make a buying decision.

How Neuromarketing Works?

Consumer psychology is the bedrock of any marketing strategy. Neuromarketing bridges the field of consumer psychology, neuroscience and marketing. This amazing technique provides valuable insights into understanding consumer behavior, which helps digital marketers understand how consumers make decisions and enables them to come up with effective digital marketing strategies that will eventually influence a customers’ buying decisions.

Neuromarketing involves a set of cutting-edge techniques such as neuroimaging, eye tracking, and facial coding to study the effects of different stimuli on the brain and capitalize on the information to optimize the marketing strategy of your digital marketing agency.

How Can Your Brand Leverage Neuromarketing?

Neuromarketing is an exciting technique that allows marketers to use different techniques to measure the unconscious mind of their target audience. Google, Microsoft, The Weather Channel, Daimler and many other established brands are using neuromarketing in some way or other. However, not every brand is familiar with the term and its potential benefits. Here are some effective neuromarketing techniques that your brand can use to attract more and new customers.

Color Psychology

Believe it or not, colors play a crucial role in persuading customers to make a purchasing decision. According to Neil Patel, 85% of consumers give more importance to visual appearance and colors when it comes to buying a particular product. Colors can be an effective marketing tool that greatly influences consumer behavior and evoke a wide range of emotions. Finding the right choice of colors for your brand is an art, so make sure you use colors that clearly send your brand message and provoke your prospects to take the desired action.

Eye Gaze

Many smart advertisers know the trick of getting the viewer’s attention and holding their gaze. That’s why they use eye-grabbing pictures of cute, smiling and frowning babies in their ads, even if they are not dealing with baby products. If truth be told, using a baby picture in your ad can make it attention-getting and highly effective. A study conducted by neuromarketing reveals that faces used in your ad matter

most and can attract the maximum attention of viewers only when the face is looking what you want them to sell.

Product Design and Packaging

Visually striking and attractive packaging can take your branding to a whole new level. Neuromarketing techniques are effectively being used to product redesign packaging. Frito Lay used neuroimaging techniques to revive their product design and packaging process. They found that shiny packaging with images of chips triggered negative responses, however, customers showed an opposite response when the brand used matte bags with images of potatoes. So, they made tweaks in their product design and packaging strategy and moved on with the matte look to create the desired results.

Anchoring Technique

The anchoring effect in marketing is based on the philosophy of neuroscience, which allows consumers to make decisions by considering comparative values – not intrinsic value. Anchoring makes the most of the innate human flaw of taking decisions based on a surrounding situation, rather than thinking sensibly to make the smart decision.

To understand the anchoring effect, let’s take an example of OnePage pricing page.

They showcased their agency, premium, plus and starter packages on their pricing page. They smartly showed their agency price first, which is comparatively more expensive than other options. Even if customers don’t need the agency package, by seeing it first, they see all packages in relation to the hefty price tag of $199, instead of other comparable packages. And they find the Plus package as the best option, even if they really need the Starter package.

The Bottom Line

From color and price psychology to eye gaze, anchoring, and packaging design, neuromarketing can influence the actions of your prospects and persuade them to buy your products. As consumers are more stimulated to action by visuals, it gives brands a great opportunity to make the most of neuromarketing techniques in their website designs. You can also tweak your marketing strategy by tapping into the cognitive biases of your customers to increase conversion rate and sales.

Macy Lambert

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