Neuromarketing is a new field of marketing that studies
consumers' sensorimotor, cognitive, and affective response to
marketing stimuli. Sometimes called New Media Marketing.
Researchers use technologies such as functional magnetic
resonance imaging (fMRI) to measure changes in activity in parts
of the brain, electroencephalography (EEG) and Steady state
topography (SST) to measure activity in specific regional spectra
of the brain response, and/or sensors to measure changes in
one's physiological state (heart rate, respiratory rate, galvanic
skin response) to learn why consumers make the decisions they
do, and what part of the brain is telling them to do it.
Neuromarketing isn’t about implanting ideas in people’s brains,
or forcing them to buy what they don’t want to buy; it’s about
uncovering what’s already inside our heads
Eye Tracking
Digital Ads on display screens
(watching the mouse) Odd cast demo
http://www.oddcast.com/technologies/facerecognition/
http://youtu.be/lo_a2cfBUGc
Eye tracking is the process of measuring either the point of gaze
("where we are looking") or the motion of an eye relative to the
head. An eye tracker is a device for measuring eye positions and
eye movement. Eye trackers are used in research on the visual
system, in psychology, in cognitive linguistics and in product
design. There are a number of methods for measuring eye
movement. The most popular variant uses video images from
which the eye position is extracted.
Heat maps an alternative static representation, mainly used for
the agglomerated analysis of the visual exploration patterns in a
group of users, differing from both methods explained before. In
these representations, the ‘hot’ zones or zones with higher
density designate where the users focused their gazes with a
higher frequency.
Neuromarketing Basics for Marketing Strategy
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The purpose of marketing is to influence decisions that result in a sale.
Decision-making is overwhelmingly influenced by the old brain.
Therefore, marketers can improve their success by aligning their
strategies with the decision-making function of the old brain.
(The following material is based on the bookNeuromarketing: Understanding The
Buy Buttons In Your Customer's Brain by Renvoise and Patrick.)
Neuromarketing And Our Three Brains
We possess three brains, each with a different specialized
function:
1. New Brain: this brain thinks and processes rational data.
2. Middle Brain: this brain feels and processes emotions and gut
feelings.
3. Old Brain: this brain decides.
The old brain takes into account the input from the other two
brains, but is the actual trigger of decisions.
The Evolution of the Brain
The old brain evolved 450 million years ago and is concerned
solely with survival. The importance of the survival function
cannot be underestimated in our lives now, and science is finding
more and more evidence to support this role.
Spoken words have been around for about 40,000 years, and
written words for about 10,000. According to scientists, from an
evolutionary perspective, "there has not been ample time for
written words to make an impact on our old brain."
The Language of the Old Brain
In other words, "to motivate and inspire our old brain, we must
first learn to speak an entirely new language" the language of the
old brain.
"Researchers have demonstrated that human beings make
decisions in an emotional manner and then justify them rationally.
Furthermore, we now know that the final decision is actually
triggered by the old brain, a brain that doesn't even understand
words."
How To Aid Decision-Making
According to Renvoise and Patrick, there are 6 and only 6 stimuli
that speak to the old brain. "Incorporating these 6 stimuli will give
you fast access to the old brain and will immediately improve your
ability to sell, market, and communicate."
The 6 stimuli that unlock the decision-making process:
1. Self-centeredness: the old brain is "the center of ME and has no patience
with or empathy for anything that does not immediately concern its own wellbeing and survival." Therefore, focus entirely on your target (and not on
yourself) and liberally use the "you and your" words.
2. Contrast: the old brain seeks clear contrast in order to make instant
decisions and avoid confusion that results in delayed decisions. "…the old
brain is wired to pay attention to disruptions or changes" such as before/after,
risky/safe, with/without, and fast/slow. Therefore, to get the old brain's
attention, create contrast and avoid things like neutral statements that dull
contrast.
3. Tangible Input: the old brain prefers and scans for tangible input to avoid the
extra time and energy involved in thinking. For example, easily grasped words
like "more money" are to be preferred to "maximizing roi."
4. The Beginning and the End: the old brain tries to conserve energy (from
thinking) by eliminating unnecessary content. "If the old brain can easily
anchor a situation with a strong beginning point and a strong end point, it will
not seek to use energy to retain content in the middle because it may not be
necessary or vital to what the situation requires." The implication to
presentations and all forms of communication is obvious and substantial:
place the most important content in the beginning (focused on the "you"),
repeat it at the end, and repeat it as often as necessary during the course of
the communication to regain interest.
5. Visual Stimuli: the old brain prefers visual stimuli which are processed faster
than words and concepts.
6. Emotion: finally, "the old brain is only triggered by emotion." This means that
"we remember events better when we have experienced them with strong
emotions." Marketers who want to be remembered should keep this in mind.
Actions that hinder the decision-making process:
1. Focusing on yourself, company or product to the exclusion of
your target and his or her needs.
2. Not providing clearly contrasting reasons that support your
selling proposition.
3. Being too conceptual and requiring thought.
4. Communicating unnecessary content and not emphasizing
selling points in the beginning and the end.
5. Relying too heavily on words, both spoken and written.
6. Lacking emotion.
KEY Points
To be more successful, learn to speak the language of the old
brain-let it focus your communication and persuasion strategy.
Use the 6 stimuli to enhance your message. Use the MYM
method to deliver the message to your target market.
Learn more: http://mymessentials.com/download_mym_cd
And http://www.pluspositive.com/
The purpose of marketing is to influence decisions that result in a sale.
Remember: “If you’re not marketing your clients /customers each week someone
else is.”
Contact us: 404 978 2229
james@usgmg.com
1 866 881 4022