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Understanding NEUROMARKETING: NOT INTO ONE NIGHT STAND

Guest post by: James Eddine

Article Overview: Giving SOCIAL/relationship marketing paradigm a new cognitive meaning. How consumers retain, memorize and evangelize Certain brands while others simply get ignored?

Understanding NEUROMARKETING: NOT INTO ONE NIGHT STAND



Note of thanks to Evan

Firstly would like to thank Evan & Ringo for offering me this opportunity to be part of this exciting forum. I hope that I can add a value to all of you

by contributing tho this community. I am neither a guru nor an inventor of the wheel just a renegade on a quest of forward-thinking recipes

and by finding them hope to share them with you so you can integrated them and create that magical mix to create a better cocktail in the marketing word.

UNDERSTANDING THE FUNDAMENTALS OF NEUROMARKETING

From 1965 to the end of the historical development of marketing, the question of the nature of marketing was raised. Marketing was given a new meaning to become marketing with meaning, a social process where consumer cognition comes into play as an integral driver in the new paradigm.

The importance of studying the interaction concept to offer a better explanation of the market and consumer behavior was particularly underscored. The study of exchange relations in terms of interactions had opened new developments into the relational approach.

If our brain processes thousands of information a second to reach the conclusion - yes or no - he is not able to analyze the links between all this information together. Yet these are fundamental to understand the lack of impact of a product and anticipate our expectations sometimes not expressed:

Our perceptions are formed within our short-term memory (STM). To simplify this, in the hippocampus, where olfactory nerves are drivers, optic, etc. our brain processes enormous amounts of information in real time, i.e. Greeting a friend recognized on the street, then comparing this current information with older one (stored in our long-term memory or LTM) .

Theoretically, comparing the new face to all those stored in our LTM is far too daunting. For the less recognized. Our brain only will retain those already encountered in the same context: city, neighborhood, etc.. With the possibility of eliminating those not belonging to the same neighborhood. That is why more often than not we find ourselves not able to put a name on a face; simply because we do not expect to see them there (relevancy /typicality)

COGNITIVE SCIENCES REVIVING THE EMOTIONAL MIND IN DISTRESS

Faced with changing markets and a trivialization of technical / functional characteristics of products or services, the emotional factor is transversely gaining more importance. "It is becoming increasingly necessary for advertisers to work on the emotional dimensions of their markets to create a strong and differentiated territory

SCENARIO:

Imagine walking a long side the beach on a hot summer day, on the beach lay all sorts of shinning hills chilling under the hot sun, you can’t help taking a few peaks every now then.

Suddenly a beautiful gorgeous blond walked by, you stopped, So beautiful she was, you couldn’t help it, you stopped to look, Oh here come the ice cream truck, you rushed to the ice cream man and asked for you favorite pistachio ice cream blizzard…

What happened during this time, in our brain there is the nucleus accumbens oups sorry in plain english it’s called the part of the brain that get worked up and lite up, it literally ‘lights up’ when a sudden surge of dopamine oups I did it again, I meant a doze of oxygen /pleasure rushed Into the brain tissue hey it’s a killer and I don’t mean just because the blond girl walked by, as a matter of fact it’s the ice cream truck displaying a gorgeous girl eating ice cream that caused this brain sudden unbalanced behavior.

In human brains, the emotional cocktail we’re expose to, creates a chemical reaction the brain that impacts the way we memorize and act. Visual processing enter the old brain first then leads the way the process that conditions the buying behavior.

When we’re faced with the buying decision, we suddenly enter into a left brain right brain conflict which yield the decision making to the old brain ( the survival realm of the brain). So remember, never discount your prices to sell, the brain had developed a resistance to such behavior, price is irrelevant to the brain, the brain only sees value. It’s all about the FIX.



COGNITIVE CUSTOMER RELATIONSHIP

Speaking of “real relationship", the relationship must be mutually perceived as existing between the two parties, it must go beyond casual contact and be recognized as having a special status.

In general, the notion of relationship is often seen in the literature as a "state of association’’. It corresponds to a chain of interconnected events between animate or inert subjects. The relationships are then objects in relations and intensity of links between them and the temporal dimension in which they operate.

In the case where objects are related individuals, it is necessary to integrate the analysis of the cognitive and emotional aspects of relationships between participants in the exchange. The customer’s cognitive and emotional aspects affect the perception and the development of relations between individuals.

DEMOGRAPHIC ANALYSIS NO LONGER DEEMS RELEVANT

IN NEUROMARKETING AND CONSUMER RESEARCH



Old marketing conducted consumer research for decades through statistical surveys and many top marketing gurus can attest that these equations have always been a hit and miss tactic. Today, Neuromarketing had decoded old marketing deficiencies and integrated a more qualitative strategy into the equation, it’s called the marketing with meaning strategy.

ANNOYED… IRRITATED .. EXASPERATED..INFURIATED…UP IN ARM…

Do all these feelings sound familiar? , I can almost bet that you felt one of these great feelings at least once recently. How can you not? I recently experienced repeated server down time and my site simply vanished of the map for hours, now I call the hosting company, and guess what, they all disappeared all of a sudden, and machines took over the call, I was feeling embarrassed because in another part of the planet someone, was expecting to see a website and guess what, no website, how embarrassing when you’re left with your pants down trying to explain to the customer about the server issue.

Now I get the tech guy on the phone… guess what he says, you guessed it, blame it on the other guy…and even on you. Can we simply say: hey we screwed up and we’re sorry about the inconvenience, we’ll do our best to prevent this from happening again. But instead they make you feel it’s your fault … INFURIATED Consumers say TRUTH is all we ask for?

Consumer’s trust had eroded in an alarming rate and it no wonder that Neuromarketing (I wished the heck they didn’t associate neuro with marketing) began reshaping, cleaning and recycling the mess and the debris left behind by the ever corroded hard marketing bullies that for years held a greatest title of consumer belligerence.

TRUST The newest high octane of marketing –

COLLABORATE OR DIE, SAYS THE CONSUMER

In the new paradigm, this is only currency of consumer-brand relationship. Trust is central to exchange and is believed to influence interpersonal behavior more than any other single variable. No: –fMRI–-QEEG–-MEG (Magnetoencephalography)–TMS (Transcranial Magnetic Stimulation)–Cell recording–… can ever measure the human makeup that’s called trust

TRUST is a necessary condition, and trust counterbalances the risk and uncertainty endemic to service transactions. Just as perceived unfairness can destroy trust, perceptions of particularly fair treatment can have a positive influence on trust.

WHAT MAKES THE NEW CONSUMER TICK?

OR GETS THEM TICKED OFF

The Future of Advertising REALM presents our view on the major shifts occurring at the intersection of consumers, BRAND noise and visual pollution.

As consumers, today, we have reached a towering temperature that caused us to develop a major short fuse in our brain for today’s demeaning marketing and advertising recipes, Although these modules can only detect limited neuro feedback but it cannot help us unveil the fundamental problem between a consumer and the brand.

You’re probably all familiar with:

– fMRI

- QEEG–

- MEG (Magnetoencephalography)

– TMS (Transcranial Magnetic Stimulation)

– Cell recording

Let’s face it, when it comes down to it, it’s all about Economic rationality and emotional foundation. We have to go back to the base foundation of any relationship before we “feel” or “think”. In consumer’s terms: I have to know that I can trust you before I like you let alone fall in love with you.

Interpersonal relationship as well organizational, trust is vital for the sustained progress and development of any long term bond. Consumers exhibit variability in their perceptions of trust prior or during buying transactions.

To assess consumer’s trust and confidence, Neuromarketing depend on its core trust appraisal methodologies to connect and bridge the barrier of trust between the consumer and the brand.

Contemporary life is hectic and consumers confront an unrelenting torrent of marketing stimuli at every turn, in every unimaginable corner. More often than not, found that amendments to metaphorical structure had a systematically greater impact on their memory, cognitive responses, and ad evaluations than variations in message repetition.

Here is a brief definition of consumer's TRUST:

CONSUMER’S DEFINITION OF TRUST

- This company is trustworthy

- I trust this company keeps my best interests in mind

- This company wants to be known as one who keeps promises and commitments

- This company will not always be honest with me (reversed)

- I believe in the information that this company provides me

- This company is genuinely concerned about me

Can NEUROMARKEITNG de-taboo old marketing? you bet!

Adopting the softer side approach. Why “SOFT SCIENCE” is the key to regaining leadership

Neuromarketing is a science and an art: it relies on both logic and intuition.

Why?

The value-driven and softer trust-based retro perspectives not only apply to the sub consciousness level but its cognitive approach also applies to the visual style to create a new holistic brand value Neuromarketing’ main ingredient All for the community strategy: We’re all in it together

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Article Tags: Neuromarketing



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