“Neuromarketing is not manipulation, it’s mindful merchandising”.
Melissa Bolton
What is Neuromarketing? To simplify it, neuromarketing is applying neuroscience to help you better understand customer behaviour. It uses specific techniques like EEG, allowing you to measure a person’s brain waves.
While costly on a financial and time front, a more cost-effective solution would be using a focus group or a form of eye-tracking study. This can help you analyze a consumer’s buying practices. Another option that may be more viable is creating a customer empathy map to assist any eye-tracking studies.
How does this help the B2B Industry?
It has been primarily used in B2C domains and is gaining momentum in the B2B market. You can delve into your customer’s insights to effectively transform your marketing campaigns. After all, neuromarketing will help you improve your company’s overall effectiveness in its branding, marketing, and even design practices.
Seeing how a consumer reacts to your brand is essential for its ongoing success. It employs the use of consumers’ subconscious emotions as a target. This offers a more significant impact on decision-making. Part of what makes neuromarketing an emerging trend in today’s B2B marketing is how it combines neuroscience, psychology, and marketing to reach the consumer.
A more robust understanding of your customer will allow you to predict what kinds of behaviour you’ll see from them. This will enable you to deliver a better and more accurate customer experience. Keep in mind it’s more than a flashy ad or an effective delivery of words. The insights you gather from your customer’s behaviour can ultimately be used to improve your customer experience and your employee experience. It’s a much stronger cross-function way of communicating.
What are the Three Types of Neuromarketing?
- Visual: This is how a consumer will perceive a specific service or product with their eyes.
- Auditory: This type of neuromarketing deals with how consumers react to what they hear or perceive a sound.
- Kinetic: How a consumer perceives the sense of smell, touch, or taste.
Knowing how a consumer reacts to all five senses is essential to creating a much better customer experience for a consumer. These three types are measured through the following:
- Attention: You get this through your ads, but you must impact the right users.
- Emotion: What emotions did your ad generate while they viewed it?
- Memory: Memory is a complicated thing, and as a business, you want a user to remember your service, products, and, most of all, your branding.
Applying Neuromarketing to B2B
- The right web content is essential, as many buyers self-educate before buying.
- Keeping it simple helps keep a buyer’s or user’s attention.
- Use your insights from neuromarketing to determine what is having a positive response.
- Test marketing within small audiences and then track the choices to find the winners before going big.
- It can help you understand social networking, behaviour, and even other patterns of engagement over the web.
While there are more options for the use of neuromarketing in B2B environments, the potential for this innovative way of marketing is gaining speed. A deeper understanding of the customer’s behaviours will give marketers the opportunity to align to their preferences as their experience evolves.
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