Neuromarketing-a technological revolution in customer approach

Neuromarketing can be called a quantum leap in the marketing strategies being used. It involves combining new technologies along with several scientific disciplines. It gives the opportunity to send reliable as well as hard data that relates to customer preferences. This data can be useful in sales. Neuromarketing and its tools are often used around the world, although the name may not say much at the outset, it is very well-known and popular among entrepreneurs. Identifying the needs and preferences of a group of potential customers has always been a goal of marketing. Every salesman therefore wants to reach it with his offer. It is known that the road to success is not always easy, and in this case it can be just different.

Currently, the focus of many entrepreneurs is shifting to neuromarketing, a field of marketing that combines neurological research, molecular biology discoveries, electrophysiology, neurophysiology, anatomy, embryology, developmental biology, cell biology, behavioral biology. Specialists in the United States have already come up with some speculations, namely, according to them, the market for Facial Emotion Recognition, or the analysis of reactions that appear on human plastics, will see growth from 2.77 billion to 6.19 billion in the next few, years.

Neuromarketing- definition

This field of knowledge got its start in the 1990s. In 2004 its first research results were published. Neuromarketing is the study of the influence of the senses on human purchase decisions. Its research focuses on analyzing the reactions of different parts of the human brain to the product advertising it sees. The areas analyzed include the ventral striatum, the semicircular nucleus (thanks to it, pleasure is experienced), the orbitofrontal cortex (responsible for the desire to possess), the medial prefrontal cortex, responsible for positive bonding, and the prefrontal cortex.

Neuromarketing- how does it work ?

Neuromarketing works by appealing to the aspect of subconscious reactions that occur in humans in response to a given type of advertising. Thus, it explores the completely natural as well as uncontrolled mechanisms of the human organism, and it is used for this purpose:

• Electroencephalograph (EEG) – it records brain activity using electrodes that are connected to the scalp. The result of the test is shown in the form of waves. This test can also show what elements of advertising affect the brain most strongly, but for this you need the additional use of appropriate video sequences
• GSR- involves the study of the dermatopharyngeal reaction
• Observations of eye movement-so-called Eyetracking. It records what we focus our eyes on while watching ads, whether it is a picture, some fragment of text. The result of this study is presented in the form of a heat map.

However, there are many other, less sophisticated marketing tools. These include, for example, the use of the sense of smell, taste and sound. We can encounter marketing using these tools in shopping malls, eating establishments, beauty stores, boutiques and stores that sell IT equipment.

What is the most effective in Neuromarketing?

The most important thing for entrepreneurs and marketers is to find out what works for a given group of customers. To find out the answer to this question, larger companies often conduct research at their own expense, but smaller companies can use ready-made source studies. These include, for example, studies on eyetracking, or eye movement, and studies on face scanning. These two types of neuramarketing are the most widely used in Poland.

Neuromarketing-his future

Nowadays, more and more advanced naueomarketong technologies are being developed. Among the revolutionary tools is research that detects the emotions of viewers as they watch advertising materials. Specialists from many industries are working on this tool.