Neuro Marketing

What is The Neuro Marketing

Neuro Marketing is a digital marketing channel that examines the brain’s responses to marketing techniques, and as a result develops methods to push people to shop. In other words, neuroscience is used to evaluate how people react to strategies such as advertising, packaging, etc. to evaluate marketing techniques. Neuro Marketing uses medical technologies such as Magnetic Resonance Imaging (fMRI) to study brain activity.

Marketers and Neuromarketing

Marketers; It uses neuro marketing to measure consumers’ preferences and behaviors, to predict decisions, and even to manipulate and mobilize the potential customer. Neuro-marketing provides more detailed analysis and strategies than details from a survey or information and answers from potential customers. Because with this method, which part of the human brain triggers marketing techniques and how this situation affects people is analyzed. Thus, people can produce various marketing campaigns and people can be directed.

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How to Apply Neuro Marketing

There are two methods of performing neuro-marketing analyzes: functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). Brain activities and responses are measured by these methods.

FMRI
With FMRI, people’s blood flow to their brains against visual and visual behavior is monitored with the help of powerful magnets. This provides access to a part of the brain known as the merkezi center of pleasure.. Thus, people’s responses to marketing strategies are measured. It is an effective but expensive method.
EEG
EEG is a much cheaper method than fMRI and does not result in in-depth analysis. Measures brain waves with electrode cap attached to people’s head. Thus, instinctive sensations such as anger, excitement, sadness and lust are monitored. EEG does not provide access to the brain’s pleasure center.

Neuromarketing Analysis Results

Using Baby in Advertising

Research results show that using dolls in commercials attracts people more. Using babies’ facial expressions in close-up is a method of choice for marketers, but that’s not enough. On the other hand, the baby can concentrate all the attention on the advertisement and cause the product to not receive enough attention, so the baby’s gaze must be on the advertisement product.

Importance of Packaging

It is known that packaging can increase the appetite and desire of people to get the product. Brands such as Campbell and Frito-Lay are two of the most well-known brands that design their packaging for neuro marketing. According to the results, matte packaging is more effective than glossy packaging.

Color Effect

Colors can stimulate people’s emotions and can be an effective tool in marketing. For example, most chocolate packaging and cola bottles are packaged in red.

Decision Point

According to the researches, in some cases, too many options or alternatives can deter the user. At this point, the user who is lost among the options may opt out of the purchase.

Psychology of Losing

An important conclusion from this analysis is that people focus more on what they lose than what they earn. For this reason, kaçırma don’t miss the opportunity ”and al take it before it runs out” make people more active.

Reward and Punishment

In the game fictions, people can connect to the game and continue to play with reward and punishment fictions. Such psychological states stimulate the brain’s perception of pleasure.

Effective Website Layout

Using neuro marketing in website layout aims to increase visitors’ perception of pleasure and conversion rate. This is based on the elements used in the content and design of your website (colors, site navigation, font, page layout).
In addition, horizontal page designs do not attract the attention of users as much as vertical page designs. Vertical page design gives the impression of richer content in user perception.