Content Marketing otherwise known as non-interruption marketing is essentially creating valuable, relevant and consistent content for your consumers that will engage and create awareness about your brand.
Neuromarketing - Smart proof your business
Neuromarketing has been around for the past decade but has up until recently been quite a “well kept secret” and has only just become a trending topic among companies and businesses looking for new ways to push their products in the marketplace. Targeted as a new means of researching target demographics and getting valuable data we've taken a look to see if neuromarketing can provide everything you need to successfully promote your product and develop a subsequent marketing strategy?
The essentials of neuromarketing
As the name might suggest, neuromarketing is a way of testing your products or services through live exercises with a target audience of choice. Neuromarketing can be done in two ways: through functional magnetic resonance imaging (fMRI) or electroencephalography (EEG).
The former involves an MRI scan where the participant will be scanned for a particular amount of time and shown different visual stimuli accompanied by particular sounds. This will allow you to scan their “pleasure centre” and detect how they react to a certain product that they are being shown without saying a word about it.
The latter is a much more accessible way of conducting neuromarketing research by using EEG and putting small electrode caps connected to a machine onto your subject’s scalp. Whilst much cheaper and accessible, EEG doesn’t reach deep enough towards the pleasure centre of the brain and might not give you the information you need in its entirety.
The purpose of neuromarketing
Now that we understand what neuromarketing is, the question is how do we use it to our advantage? It’s important to note that neuromarketing is expensive (up to £800.00 per hour) and as such it’s not really a viable solution for pushing products as a small business owner.
Small businesses may be better off opting for surveys and hands-on demonstrations of their products and enlisting the help of a content marketer. However, for bigger brands and businesses this is an amazing opportunity to detect how exactly a person reacts when they see a product for the first time.
Turn negatives into opportunities
The applications of neuromarketing are vast and it all depends on your product and marketing team’s creativity. Keep in mind that using this method of marketing research also requires a different approach to analysing data. Neuromarketing will require you to hire a psychologist or someone who can understand brainwaves and tell you exactly what causes pleasure about your product.
- One of the best ways to use neuromarketing is to place a shelf in front of a person and ask them to pick the item that they need or like the most – one of the items being your product. This can be followed by questions and live use of said product so that as much information about the pleasure centre of our test subject can be obtained as possible.
- Using simple text exercises with your brand and tagline is also a good way to use neuromarketing. Using EEG will allow you to track the eye movements of your subject and detect how long it takes them to find your brand and their subsequent reaction to it. Family-friendly and fonts that seem inviting and warm are the best choices when building your brand through text – let your test subjects decide!
- Developing new product packaging design is much easier by utilising neuromarketing in your research. Your audience can tell you what they like or don’t like much more clearly if they express their thoughts through feelings instead of words. Again, track their eye movements, keep an eye on their pleasure centre reactions and consult your marketing team with the results.
Neuromarketing is a technology that has only begun to expand and develop. There are new models of EEG and FMRI every day, which will hopefully make the technology cheaper and more accessible in the process. However, consider using neuromarketing for more ambitious or risky products that you are unsure of as very often using new and still relatively unexplored technology might be exactly what you need to achieve a breakthrough with your marketing strategy.
If you would like to know more about neuromarketing or the digital services we offer get in touch with 10Digital.
Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.David Beebe, TV Producer