In this article I will be briefly discussing the concept of “Neuromarketing” and how to apply principles of neuroscience to digital marketing strategies to influence the consumer behavior and decision-making.
As a neurologist, I studied the human brain for decades in order to treat neurological disorders, however lately I have been focusing more on the “mind” and the Neuro-behavioral processes behind the decision-making by the individuals and the society around them.
We have to keep in mind that the human brain is an immensely dynamic organ that is far more complex and powerful than the rest of body.
For the longest time, marketers have been trying to understand how human emotions and thoughts perform for decades. Although neuroscience has been around for a while, marketers today use several strategies that draw on psychology to affect consumer behaviour.
Today, I will give a brief introduction to neuromarketing and then dig deeper into how you can use it to make digital marketing strategies to understand purchasing behaviour.
What is Neuromarketing?
Neuromarketing is a field that applies principles and techniques from neuroscience to understand and influence consumer behaviour and decision-making. It involves using various methods, such as brain imaging, eye-tracking, and biometric measurements, to study the neural processes and responses that underlie consumer behaviour.
The main goal of neuromarketing is to gain a deeper understanding of how consumers perceive, process, and respond to marketing stimuli, such as advertisements, branding, packaging, and pricing.
Digital Marketing Strategy And Application of Principles of Neuromarketing
There are several ways in which the principles of neuroscience can be applied to digital marketing strategies to influence consumer behaviour and decision-making. Here are some of the key strategies:
1. Use visuals to grab attention
The human brain processes visual information more quickly than text-based information because the visual information, either static or dynamic travel through a much larger pathways in the brain. We call these pathways; neural tracts. In the most simplified way, the reflection of the light off of an object travels from the retina-optic nerve-optic chiasm-optic tract on both sides of the brain-thalamus-occipital lobe. Using images, videos, and infographics can stimulate large area of the brain, hence it can grab attention and increase engagement of the consumer with your brand.
2. Create an emotional connection
The emotional centres of the brain are closely linked to decision-making. As a matter of fact, the human emotions (coming mainly from the Amygdala ) are always checked by the decision-making areas of the brain (Prefrontal lobe ) before the behavior manifest itself. Although, in certain circumstances, especially when the visual message is consistent and constantly repeated this can muddle the brain and the brain, especially the decision-making areas (prefrontal cortex). By tapping into emotions like happiness, excitement, and nostalgia, you can create a positive association with your brand and increase the likelihood of influencing the consumer to purchase.
3. Use social proof
People are more likely to follow the crowd and make decisions based on the actions of others, this is called “Emulation and Simulation”, which is an extremely complex process. You can create a sense of social evidence that can influence consumer behaviour by showcasing positive reviews, testimonials, and social media shares.
4. Simplify decision-making
The brain can get overwhelmed with too many choices, leading to decision fatigue. You can increase the likelihood of a purchase by simplifying the decision-making process. For example, using limited-time offers or recommended products can reduce decision-making anxiety.
1 0 digit signal is the most simplified signal
5. Use storytelling
Stories activate multiple regions of the brain and create a sense of connection with the audience. Using storytelling in your digital marketing strategy, you can create a narrative around your brand that can influence consumer behaviour and make a lasting impression.
Unknowingly, we consume plenty of information. The human brain is prey to subliminal marketing techniques, absorbing information subconsciously. Using these strategies, companies can tap into the brain’s power to influence consumer behaviour and create a more effective digital marketing campaign.
We hope this article excites you along with that urges you to learn more about such marketing tactics. While the digital world has opened doors to many innovations, staying updated with the latest trends and understanding ever-changing consumer behaviour is crucial.
Dr. Mamon Maiteh’s Full Cycle Management 