Neuromarketing: Harness the ‘Pleasure Centre’ of the brain to optimise Conversions
Big data is the buzz word for marketing at the moment. Knowing where customers shop, what they buy, what their preferences are and so on are powerful stats. Getting those stats is easy. Understanding the “why” behind that purchasing decision is where the true gold lies.
In today's competitive business landscape, B2B companies are always looking for ways to stand out from the competition and connect with their target audience. One technique that is gaining popularity is neuromarketing, which involves using insights from neuroscience to better understand and influence consumer behavior. In this article, we'll explore what neuromarketing is, the benefits it can offer for B2B marketing, and how to use it effectively.
What is Neuromarketing?
Neuromarketing is a discipline that combines the fields of neuroscience, psychology, and marketing to understand how consumers make decisions and respond to marketing messages. By using tools like brain imaging, eye tracking, and biometric sensors, researchers can gain insights into the subconscious and emotional responses of consumers to marketing stimuli.
The goal of neuromarketing is to use these insights to develop more effective marketing strategies that resonate with consumers on a deeper level. By understanding how consumers think and feel, B2B companies can create more compelling messages and experiences that drive engagement, conversion, and loyalty.
Benefits of Neuromarketing for B2B Marketing
Neuromarketing can offer several benefits for B2B companies that are looking to improve their marketing effectiveness. Here are some of the key advantages:
Deeper Insights into Customer Behavior
Neuromarketing can provide deeper insights into customer behavior than traditional market research methods. By measuring subconscious and emotional responses, B2B companies can better understand why customers make certain decisions and how they feel about their products or services. This information can be used to develop more effective marketing messages and experiences that resonate with customers on a deeper level.
More Effective Messaging and Content
Neuromarketing can help B2B companies develop more effective messaging and content by identifying the specific words, images, and experiences that resonate with customers. By measuring brain activity and other physiological responses, researchers can determine which messages and content elicit the strongest emotional and cognitive responses. This information can be used to create more impactful marketing materials that drive engagement and conversion.
Improved Customer Experience
By understanding how customers think and feel, B2B companies can create better customer experiences. By using neuromarketing insights to optimize website design, product packaging, and other touchpoints, B2B companies can create experiences that are more engaging, intuitive, and enjoyable for customers.
Neuromarketing can provide a competitive advantage for B2B companies that are able to use these insights to develop more effective marketing strategies. By creating messaging and experiences that resonate with customers on a deeper level, B2B companies can differentiate themselves from their competitors and build stronger relationships with their customers.
NEUROMARKETING: Human beings are largely motivated by what makes us feel good
We buy with our emotions and then rationalize that decision with our logic afterward.
The limbic brain is where our desires sit. Interestingly, it is not where our words sit – which is why we hear statements like, “I feel comfortable buying from this website,” or “I’m not sure why but I’m not ready to click ‘Checkout’ yet,” during our website usability trials.
Clearly, the decision to purchase sits in the limbic brain, as supported by studies done by Harvard Business School.
That’s why big names like Google, Microsoft, DaimlerChrysler, and Momentum have started using neuromarketing in their marketing strategy to optimize conversions.
How to Use Neuromarketing Effectively for B2B Marketing
While neuromarketing can offer significant benefits for B2B companies, it's important to use these techniques effectively to get the best results. Here are some tips for using neuromarketing in your B2B marketing efforts:
Define Your Objectives
Before embarking on a neuromarketing research project, it's important to define your objectives. What specific questions do you want to answer? What do you hope to achieve with this research? By clearly defining your objectives, you can ensure that your research is focused and actionable.
Choose the Right Techniques
There are many different neuromarketing techniques available, and it's important to choose the right ones for your specific research objectives. For example, if you're interested in understanding how customers respond to your website design, you may want to use eye-tracking technology to measure where customers are looking and how long they are spending on different pages. If you're interested in understanding the emotional responses of customers to your marketing messages, you may want to use EEG or fMRI brain imaging to measure brain activity.
- Partner with Experts
Neuromarketing research can be complex and technical, so it's important to partner with experts who have experience in this field. Look for neuromarketing firms or research institutions that have a track record of delivering actionable insights for B2B companies.
- Integrate with Traditional Research
Neuromarketing should be seen as a complementary approach to traditional research methods, not a replacement for them. By integrating neuromarketing insights with other forms of market research, B2B companies can gain a more complete understanding of customer behavior and preferences.
- Test and Refine
Neuromarketing research is an iterative process, and it's important to test and refine your marketing strategies based on the insights you gain. Use A/B testing and other experimentation methods to test different messaging, content, and experiences, and use the results to continually refine your approach.
Examples of Neuromarketing in B2B Marketing
Here are some examples of how B2B companies have used neuromarketing to improve their marketing effectiveness:
IBM used neuromarketing techniques to test different versions of its website and identify the design elements that were most engaging to customers. By measuring eye-tracking, EEG, and skin conductance, IBM was able to optimize its website design to create a more engaging and intuitive user experience.
Cisco used neuromarketing to test the effectiveness of its marketing messages and identify the specific words and phrases that resonated with customers. By measuring brain activity and other physiological responses, Cisco was able to develop more effective messaging that drove higher engagement and conversion.
PayPal used neuromarketing to test the effectiveness of different versions of its app design and identify the elements that were most engaging to customers. By measuring eye-tracking and EEG, PayPal was able to optimize its app design to create a more intuitive and enjoyable user experience.
Where Neuromarketing and Your Business Meet
Understanding why your customers choose to engage with you is powerful data. You can harness the ‘why’ behind the behavior, and direct your marketing to target the desire or addiction centre in the brain, and start influencing your customer base.
You can also eliminate confusion.
Spraying and praying, results in confused customers. Confused customers mean lower conversions. Studies show that neuromarketing will also improve your customer’s experience with your brand and your website.
Targeting the correct core motivation behind a customer’s decisions has been shown to improve conversions by 800% (shows a study in Germany with Minolta photocopiers).
Neuromarketing can offer significant benefits for B2B companies that are looking to improve their marketing effectiveness. By using insights from neuroscience to better understand customer behavior and preferences, B2B companies can create more effective messaging, content, and experiences that drive engagement, conversion, and loyalty. To use neuromarketing effectively, B2B companies should define their objectives, choose the right techniques, partner with experts, integrate with traditional research, and continually test and refine their marketing strategies based on the insights they gain.