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Neuromarketing: How Marketing Benefits from Psychology

W4 | W4 / July 4, 2018

Marketing is psychology - this is not a new insight. Yet only few marketers consider the neural processing of content when creating marketing campaigns. But the insights provided by psychology should be at least considered in every campaign.

What is neuromarketing?

Neuromarketing is concerned with the question of why we buy something. The focus is on the neural processing of advertising and product information and the mental path that ultimately leads to the purchase decision. It is essential for a good marketing strategy to understand why customers buy a product. The features that ultimately lead to the purchase decision should be highlighted in the campaign design. Neuromarketing thus helps to create particularly efficient advertising campaigns.

Which factors play a role?

Marketing campaigns are particularly successful if you manage to activate the part of the brain brain that is responsible for memories (hippocampus) and the part of the brain responsible for processing emotions (dorsolateral prefrontal cortex). This should always be considered when designing campaigns. According to brain research, purchasing decisions are predominantly made unconsciously and emotionally. How exactly these brain regions are addressed depends on various factors. The most important ones are gender and age. Furthermore, multisensory, emotional-cognitive and other processes are decisive for how we perceive advertising and how we are affected by it.

Digital advertising is mostly visual. However, neuroscientists have found that advertising that appeals to multiple senses is much more effective. The combination of visual and acoustic components is therefore more promising than one-dimensional sensory impressions.

Neuromarketing in practice

You do not have to work with elaborate data collection, analysis, or brain scans to align your campaigns with neuromarketing. It is rather a matter of taking into account the findings about how the brain processes certain things when designing your campaign.

In short: Create positive user experiences for your prospects and potential customers that are characterized by positive emotions. It can be helpful to focus on potentially negative aspects first - that is, eliminate everything that your users might find annoying. Examples include outdated content, long forms, confusing website navigation, or too many ads.

Read more in our blog post "LESS ARGUMENTS, MORE EMOTIONS".
Further informations about Content Marketing.

Tags: Content Marketing

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Sarah Wilhelm
Sarah Wilhelm
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