Neuromarketing

The Neuromarketing Booklet : Be a Pionneer in Your Market

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Marketing has often been described as an art in the sense that no mathematical formula or scientific data can be used to say in advance whether a marketing action will work or not.

Thousands of euros of marketing budget can be wasted because the consumer is unpredictable by his human nature.

A radical change in this paradigm has been taking place in recent years, combining marketing actions and human sciences (sociology, psychology) and neuroscience to bring a scientific dimension and reduce this random element in marketing processes.

Most of the discoveries in this field can be applied at a lower cost, if you know them and know where and when to apply them. Using scientific work on the subject as well as the results of neuromarketing campaigns carried out in the past, it is possible to apply neuromarketing even for a small business in order to maximize the engagement of its prospects, but also in customer loyalty.

But 3 main factors prevent neuromarketing from being fully integrated into companies’ marketing strategies:

  • The lack of knowledge of this sub-domain of marketing (despite an increase in the number of Internet searches and the number of articles discussing the subject over the last decade)
  • The results and insights of research in human sciences, which remain little known to marketing workers, because they do not necessarily see the link with they daily tasks.
  • The very expensive cost of specialized neuromarketing companies; because it required high-end machines (MRI, EEG, etc.) and scientists who can handle such devices.

This last point is what gives neuromarketing a reputation as a technique that is “too expensive for the given result”. 

The booklet that I am making available to you is a summary of the tips resulting from this research, in order to apply them to your marketing actions and strategies. You will also find a part relating to the functioning of the brain (in very simple ways) allowing you to better understand how actions linked to discoveries in neuromarketing can directly influence consumer behavior. Finally, a final part focuses on the different technologies used in research and how they are used to develop the neuromarketing field.

Neuromarketing & Ethics

In the collective unconscious, neuromarketing can be scary at first glance, and be perceived as a technique aimed at “getting into the heads of consumers to make them buy”.

Obviously, if such a simplistic theory was really applicable, it would have been banned a long time ago. However, like all methods and new technologies, abuse can arise from the way they are used.

This is why the NMSBA (Neuromarketing Science & Business Administration) has established a code of ethics for companies working in this sector. Professionals who want to be NMSBA certified must respect this code and include a link on the website:

 

NMSBA Code of Ethics

Neuromarketing Library

 

To dive deeper in the neuromarketing, I suggest you consult my personal library :

    • Brainfluence: 100 ways to persuade and convince consumers with neuromarketing from Roger Dooley

    • Predictably Irrational: The Hidden Forces That Shape Our Decisions from Dan Ariely