Successful advertising begins in the mind

Sometimes people function differently than they actually think. The reason for this is that emotions usually play a greater role than logic does. Therefore most purchase decisions especially in the B2C area are made unconsciously according to many researchers. Often customers can not even accurately describe why they favour certain products over others. Thus the secret of successful brands seems to be more complicated than product quality alone.

For several years now, various analysis methods have been used to optimize online marketing. Even if some of the acquired knowledge is familiar, decision-makers do well to include the behavioural data of its target groups in the planning and implementation of their marketing activities. For example, eye tracking can be used to monitor users’ eye movements to develop design guidelines for online shops, and sophisticated web tracking tools provide deep insights into consumer behaviour.

But now researchers are using brain scanners to determine exactly what is happening in the brains of consumers when they look at a web page, browse through a shop or see a banner. The results are used in neuromarketing to optimize sales processes in order to achieve the desired effects directly in the brain – the central control centre for feelings and actions. A focal point here is the limbic system, which includes the “reward center” of the brain that is addicted to positive stimulation.

Until now, neuromarketing has only served as an additional factor, which affects the marketing strategy and underscores the importance of an individual and emotional approach. Facts and figures have a hard time competing with pomp and circumstance. Technical illustrations are therefore increasingly being replaced by images, people and charming atmospheres. Many shops are now also using storytelling to evoke emotion and motivate customers to share amongst their friends.

As the Neuro Competence Center (NCC) established by Tomorrow Focus AG together with the Hamburg Media School found out at the beginning of 2014, ads receive more attention if displayed on various devices. The advertising itself doesn’t have to vary, but simply has to be visible on several media. Using this type of knowledge, neuromarketing can also help reduce unnecessary effort and correctly define priorities.

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