You’re probably familiar with the concepts of neurology and marketing, but have you ever considered the two together? The term is neuromarketing, and though it has been around for a while, it’s been growing in popularity recently as major brands like PepsiCo and Ebay utilize the technique to strengthen their brands.
What Is Neuromarketing?
Neuromarketing is a strategy used to study a person’s brain activity as they respond to marketing stimuli. Using some rather complicated science, neuromarketing experts can study sensorimotor, cognitive, and affective responses to understand the positive and negative impacts of marketing material.
For example, The Weather Channel recently utilized eye-tracking and skin response techniques to analyze how viewers reacted to their promotional trailers. Companies like NeuroFocus and NeuroSense make their millions by offering their neuromarketing services to businesses eager to create the most effective marketing possible.
There are a number of sophisticated scientific techniques that help companies gather valuable data that informs marketing decisions. And EEG (electroencephalography), for example, can detect abnormal electrical activity in the brain by placing small discs on the scalp and connecting them to a computer. A fMRI (functional magnetic resonance imaging), on the other hand, uses MRI technology that tracks changes in blood flow to measure brain activity. Galvanic skin response is another common strategy that can sense responses from the human body by placing electrical monitors on the skin.
The Value of Neuromarketing
Overall, neuromarketing taps into the brain to determine how emotions, visual orientation, sensuality, and desire for rewards can influence a person’s perception of marketing material. This essentially allows for subconscious decision-making based on psychological instincts.