3 neuromarketing techniques (simplified)
To explain it simply, Neuromarketing refers to the tracking of physiological and neural signals of customers to gain insight of their decisions, motivations and preferences.
Neural signals refers to that part of your brain lights up when your attention falls on any particular object.
1. Eye tracking
As the name suggests, eye tracking is the process of tracking a consumers eyes when they enter any store.
Some customers look at the promotional articles at the entrance while some read the signs at the door.
Some customers have their eyes towards those shelves that are at a height, where bending is not required.
When the brand or the shop is aware of these customisations, they can easily make modifications in a way to provoke you to buy something from the store.
2. Using EEGS and FMRI’S
Both are machines that neuromarketers use to gauge that part of your brain that lights up when your attention falls on any particular object.
Neuromarketers also call it ‘Neuro imaging.’
Through the idea of what lights up and what does not in your brain (not in literal terms, it also tracks the structure of your brain waves) , they structure ads, posters, visuals, sounds etc.
More information of neuroimaging will be given in my next article!
3. Sensory marketing
Using your 5 senses of smell, taste, touch, see and hear, companies can create an atmosphere that will motivate you to enter their store or buy their product.
For example, the pleasant smell you feel while entering fashion outlets/ malls, feel good to the sense of smell.
A high pitched sound in a light environment and a low pitched sound in a dark, less lit environment is a concept that many shops and brands use to hack your senses. Hack might not be the word but it sure is making you more interested in them.
This is barely a scratch on the surface as to what neuromarketing is but if you wanted to know it simply, this is it.
There are several other concepts under this umbrella that I will write about in detail for future posts!
