In the field of marketing, we can
recognize new field as neuromarketing. In the field of neuroscience they have
added new term as neuromarketing. Basically neuromarketing includes the
imaging, scanning and measure the other activities of human brain.
Neuromarketing can used by medical technologies to study the brain of the
customer. Neuromarketing is used to identify the activities going through in
mind to make any decision about to purchase the product or not. Now the
question is how customer mind make decision and what part of customer mind telling
them to do what. Neuromarketing can give you the answers of these questions in
the literature. Basically in the field of mind we have to identify the
preference things of consumer for these reason marketers now days using
neuromarketing techniques to identify the preference things of customers.
Marketers ask few verbal questions to the customer to get verbal response to
give the right and accurate responses. This piece of information is very
important for marketers. Marketers can make product as per responses of the
customers. This technique can help marketers to identify the demand and they
can also focus on their marketing campaign to get more result in term of
financial success. Neuromarketing can tell us about the exact responses of the
consumer about the product like what they like in the packaging of the product,
what they like in the box of the product and what about the current
advertisement campaign. Now days, with the help of neuromarketing we can
identify the customer responses quickly in term of product, packaging
advertising and other marketing elements. Major companies try to use this new
technology to help their marketing department for their different campaigns
while launching new product and re-launching of their old product again in the market.
Basically it is use to identify the consumer insight with the help of
neuroscience technology. With the help of neuromarketing;
- We can make effect advertisement through eye tracking technology, while showing the poster to the customer we can track their eyes for rectify what part of poster change the activity of their brain.
- We can check the effectiveness of packaging; through this we can get to whole new level to manage our product. What color can effect customer brain is very important because color is the key for emotions.
- We can find the ad efficiency through fMRI to find out the insight of human brain and their habits. We can also identify the behavior and activity on which customer make their decision to purchase the particular product.
- We have to set the right price for the product, we can use some psychological number as product price like $9.99 instead of $10 in an advertising. Now everything is on digital media so, we need to maintain good layout of our official website and social media pages.
There are many companies who use neuromarketing techniques in before launching their product in the market like:
- In 2011 Hyundai collect responses of 15 men and 15 women, they asked them to stare at some part of car, including the bumper for an hour. So they record all the information of their 30 people brain activities. How their activities change when they stare at each part of the car body. They are identifying what part can influence the customer to purchase the particular car. As Dean Macko Said, “We want to know that what consumer think about a car before we start manufacturing thousands of them”
- PepsiCo’s also uses neuromarketing techniques for they Frito-Lay unit to test their commercials, product and packaging. They identify that the pictures of potato chips and other healthy ingredient in the packaging doesn’t change the activity of customer mind because customer mind is actually associated with the feelings so they uses shiny bags with the chips in Frito-Lay packaging in USA.
- Yahoo also use neuromarketing techniques on their 60 second television commercial before let the commercial come on-air on television and spend a lot of money. Yahoo ran the commercial with viewer to see the brain activity change or not while watching advertisement.
- Microsoft use Neuromarketing technique for Xbox. They want to know how their videogames ads affect customer mind or not and also to identify what part in ad customer makes decision to purchase Xbox.
- Paypal also uses technique of neuromarketing to identify what can affect the customer mind to persuade more online shopping payment with Paypal so they come to know they should use trust, security and safety in their advertisement that should be their theme for their advertisement.
The application of neuromarketing
for the particular product gain consideration because of two reasons. First
reason, it is cheaper and faster than other marketing research techniques and
second reason it will provide more accurate information to their consumer.
Neuromarketing can give hidden information to the marketer as well. Through
neuromarketing, marketers can get more information about the result of product
and they can forecast the result about the product in the particular market.
They can also identify the pros and cons of the product.
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