What is Neuromarketing? Explanation with Real-Life Examples.

Neuromarketing is a technique of influencing consumers with smart objects placed in the right way to persuade them to buy products and services. Our brain functions differently when we see various things, which is utilized by marketers to provoke our brain stimulus in a certain way. Since our decision-making process is highly influenced by our subconscious mind, businesses benefit by understanding how brain activity works. There are various tools that are used for neuromarketing such as eye-tracking, brain scanning, biometrics, facial coding, and many others.

One of the most used tools for neuromarketing is an electroencephalogram (EEG). With the advancement of technology, the use of an electroencephalogram (EEG) has changed. Initially, it was used to diagnose sleep problems and behavioral disorders. But these days, the scope of using EEG has increased to find out what things people are attracted to and repelled on. For instance, the metaverse uses the EEG to create a more interesting environment that people can engage in for a long time. Metaverse uses this device to study the brain signal. When the users see new things or alluring things they can interact with, the brain activity becomes faster such as in the orbitofrontal cortex. Meanwhile, if we do not like the things, we are watching then our brain activity becomes slow.

How Neuromarketing Tools are Used?

  1. Eye Tracking and Eye gaze

In any social media, the advertisements are posted in the most watched section on mobile phones or laptops. Moreover, Tobii Gaming has introduced Tobii Eye Tracker 4C which allows users to control their laptop with just their eyes. The camera tracks the pupils of the eye and lets them use the device through the navigation of the pupil.

  1. Brain scanning

Brain scanning has been effectively used by several companies. One of the examples is Yahoo. Before releasing a commercial, they tested the brain scanning of people and the result showed that they felt the resonance with it and stimulation in the frontal cortices were high. With that result, they rolled out the video on television for their campaign and gained more users.

  1. Biometrics

Have you used fingerprints and face recognition systems on mobile phones? Yes, that is called biometrics. Our fingerprints have a unique pattern which is why banks and official institutions make us use fingerprints while transacting the money. People also use it to make their security strong.

  1. Facial coding

Would it sound crazy to you if you knew that you could pay for the food in a restaurant by just scanning your face? Well, Kentucky Fried Chicken (KFC) in China has started to scan the faces of their consumer for easy pay. We do not even need our mobile phones; we just need to take the things we want and scan our faces. It will deduct the purchased amount from the bank account. Facial coding has offered such a convenient way to pay, all you need to have is the bank balance.

https://youtu.be/9HHW0mj2EDc?si=RxPJyFDX3pbsdkIs

List of Companies Using Neuromarketing

  1. Coca-Cola

Coca-Cola uses neuromarketing to captivate the all five senses of the consumers. For instance, in 1994, they released a Christmas theme song to promote Coca-Cola. In 2011, it reused the same theme by replacing the “Holidays” with “Santa Packs”. What a good way to make people feel nostalgic! Coca-Cola certainly knows how it will increase the brain wave in their customers.

  1. Sephora

Sephora sells beauty products and personal care products. And guess how they can use neuromarketing? They let their customers try their lipsticks, eyeshadow, and other products virtually with the help of face recognition tools. This way, customers can judge themselves whether they look good in the chosen product or not.

  1. Meta

Meta has been using neuromarketing since its foundation. Facebook has various ways of understanding users’ moods and preferences. When we like our friend’s photos often, then they show more photos from our friends. Moreover, if we like to look at memes and laugh, Facebook’s algorithm will show us memes. Also, the dopamine rise in our brains after getting likes and comments on the photos and videos we share has always kept us engaged in the platform.

  1. Bhatbhateni and other malls

Bhatbhateni and other malls always categorize their products in different corners. The fact that we roam all those corners of the malls is because they are using neuromarketing. For instance, the chocolates and other babies’ food are always kept in the places where kids can reach. It is because once kids see it and start crying, parents have no choice but to buy them these products. Also, companies fight for the places where people have the highest eye gaze.

Conclusion

According to Nielson, those ads that can generate an emotional response in the viewers are likely to increase the generate 23% of the sales. See, neuromarketing works in a wonderful way to increase brain activity. If you are a marketer or a business owner, you should also use the tools of neuromarketing to persuade the consumers.

References

Neuromarketing: Companies Use Neuroscience for Consumer Insights (forbes.com)

Coca-Cola Christmas: The 90s (campaignlive.co.uk)

We’re Ruled by Our Emotions, and So Are the Ads We Watch (nielsen.com)

One thought on “What is Neuromarketing? Explanation with Real-Life Examples.

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