As you move into a more digital world, neuroscience is also being applied to your marketing strategies. Neuromarketing, a booming field in the last decade, is about using the discoveries and insights of neuroscience to engage consumers through their senses. It can help you attract and retain customers by keeping them engaged with the products and services you offer through brain-based advertising and game development.
It primarily involves the use of brain imaging techniques to alter people’s behavior based on real-world situations or triggers. This can be applied in various marketing campaigns, including creating incentives that seem too good to be true (PUA) or confusingly detailed information (fake metrics). The late Dr. Frank Newell first used these techniques to influence consumer behavior during the 1980s. Since then, they have been implemented in numerous marketing campaigns across many industries. Neuroscientists have turned their attention from engineering solutions to consumer behavior, with the intention of identifying “hot spots” among users to generate medium-term profits in the digital marketing business.
Canadians are enthusiastic users of new technologies. Therefore, with more and more people turning to digital platforms for their news and information, advertisers are looking for ways to reach these consumers. According to one of the statistics in Canada, revenue from digital platforms in Canada surpassed that of traditional media outlets for the first time last year. The types of digital media available have been changing over time; however, neuroscience plays an integral role in developing more effective media offerings.
Marketing psychology and neuroscience is designed to develop a “consumer persona” (an imagined norm among consumers) and then influence behavior by appealing to aspect values. Consumers adopt attitudes (top-of-mind). Attitudes attract attention, which in turn guides behavior. Retailers are making psychological efforts to position their companies as providers of superior service. This, in turn, drives consumers away from alternatives with a better service delivery record. So-called “out of the brain” marketing strategies refer to studies showing that consumers are more likely to buy products when they believe the company has gained some special knowledge that makes them better.
Brain Mapping is a new type of neuromarketing campaign that focuses on the use of brain imaging techniques to target consumers. These days, playing the game can be as simple as browsing the web and entering a search term into Google. But with Brain Mapping, it is much more interesting and important to know how other users perceive your brand. To start, we, as a Toronto-based neuromarketing company, use brain imaging techniques to target customers based on their demographics, behavior, and online activities.
Many people understand that getting the best rewards for your spending is key to having a good financial life. But not everyone understands how your choices affect your brain’s dopamine system. There has been an explosion in new dopamine inexperienced users in recent years. They have been exposed to an endless amount of dopamine everywhere they go these days. This new brainwave state has spawned a new generation of online and mobile brainwave states. Canadians are naturally wired to pay attention, listen and respond to the brainwave states of stimuli associated with reward. Most Canadians naturally have high levels of brainwave activity associated with mental engagement and satisfaction at all times.
