Neuromarketing: The Personal Part of Marketing
This blog of ours, the Ideas blog, have come to serve as a welcome platform for testing new marketing ideas and building case studies as a result. Through analysis of our readership and diversities in our visitor traffic counts, we have found that blog articles pertaining to the subjects of “how people think and behave”, are less popular than articles concerning the what, why and how of digital marketing. Our conclusion is that our digital marketing centred readership shows a lack of interest in these topics. And so, it would appear that we have not stressed enough just how crucial an understanding of consumer psychology, user behaviour and neuroscience is to the practice of marketing and selling – hence the term Neuromarketing.
Neuromarketing Defined
Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli... The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%), including emotion, takes place in the subconscious area that is below the levels of controlled awareness.... The word "neuromarketing" was coined by Ale Smidts in 2002. - Wikipedia
Neuromarketing, the combining of neuroscience and marketing has become such a buzzing topic that Stephen Genco released Neuromarketing for Dummies late last year (2013). Neuromarketing specifically looks at how the brain reacts to marketing initiatives. We have however been interested in how people think and react when it comes to marketing and sales for years.
Books That Occupy Our Top Shelf
To Touch the Surface of the Subject
Although not specifically dealing with marketing, we have been seeking to understand why people behave in the ways that they do through exploring these type of subjects. Previous articles concerning the topic of “how people think” and “why they behave the way they do" are:
This article emphasises that the accurate and appropriate diction will empower or depower the message. What is marketing if not the means to deliver a powerful message? We need to consider how emotional contagion prompts people to hold attention and react desirably.
Emotions are contagious... Mirror Neuron networks in the brain get stimulated through a contagious reactions of persons infecting one another emotionally in a matter of milliseconds, at a subconscious level. This activation will have an effect of inflation or deflation on the person’s listening capability. Strong emotions are most contagious such as passion and excitement. Therefore, the final step to communicating like a leader is to display your passion in any means that you know how to. Be excitable and you will excite others. - Read more.
This article deals with the idea that people are naturally inclined to behaving in ways that doesn’t always make sense and why.
In a world evolving into a machine generated hub, people are clinging to humanistic elements in an absolute panic of it disappearing between the ones and zeros. “Magical thinking” is Matthew Hutson’s euphemistic term for irrational thinking. In an article by Jenna Goudreau (2012), Hutson’s work is praised, his theory being that irrational thinking and superstition could be the very thing that keeps us sane. Goudreau explains how Hudson claims magical thinking to have played a part in the history of human survival, granting a sense of comfort and control in a time when the world could not be understood.... Read more
In this article, common behaviours are listed and explained when it comes to catering for a content marketing audience.
- We don’t have time to waste
- We don’t read everything just because it’s readable
- We take chances when presented with options
- We love conventions...subconsciously ... Read more
Neuro-“Content”-Marketing
What we aim to do next is to take the concept of Neuromarketing and apply that knowledge to the practice of content marketing specifically. We cannot wait to explore this topic further and share our findings here. Expect a Neuromarketing explosion to take place on the Ideas blog in the coming weeks.
Sound Idea Digital is a full service digital marketing agency. For more information contact 012 664 4227 or email to info@soundidea.co.za
Carla van Straten is a writer for Sound Idea Digital | Carla@soundidea.co.za | @SoundIdeaLMS | Sound Idea Digital | www.soundidea.co.za
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