Neuromarketing & Psychology in Modern-Day Marketing and Communications
The modern consumer is bombarded by between 4,000 and 10,000 brand messages per day, so it’s hardly surprising that two-thirds want to receive less marketing content. This never-ending wave, along with the savvier and more cynical nature of many, is one of the reasons why the topic of neuromarketing in modern marketing and communications has grown significantly in importance in recent years.
We are, after all, operating in the digital era, defined by content overload, short attention spans and fierce competition for engagement, which is putting pressure on many organisations and professionals to better understand how people process information, form preferences, and make decisions.
So, what exactly is the role of neuromarketing in modern marketing and communications, and what skills do employers need in order to leverage it to its full potential?
What Is Neuromarketing?
Neuromarketing is essentially the application of both neuroscience and psychology in marketing activity and draws on topics including cognitive science, behavioural economics and neuroscience to analyse how people respond to specific stimuli, at both conscious and unconscious levels.
Where more traditional marketing methods utilise focus groups or surveys, for example, neuromarketing relies on tracking eye movement, expression analysis, EEG (electroencephalogram) and fMRI (functional Magnetic Resonance Imaging), which measure brain activity and blood flows respectively.
If this sounds complex, it’s because it is, but the goals are simple: to understand how people emotionally and cognitively respond to messaging so that communications can be optimised accordingly.
The Role of Neuromarketing in Modern Marketing & Communications
By analysing these types of physiological responses to certain stimuli, marketers can optimise campaigns and product designs to align with user preferences. This is key when we consider that marketing and communications are, at their core, based on influencing behaviour.
Therefore, having as detailed an understanding as possible about behaviour drivers can be hugely beneficial, particularly with Harvard research finding that 95% of purchase decisions happen in the subconscious mind. In addition, according to a Nielsen study, emotionally-charged content performs more effectively and drives 23% more sales compared to ‘neutral’ campaigns.
This means that messaging that leans into emotional storytelling, sensory triggers, and social cues that tap into psychological biases is at the core of effective marketing.
Several other psychological principles shape marketing and communications, including ‘social proof’, a psychological phenomenon where people are influenced by the actions and opinions of others when making decisions. Equally, consumer behaviour tends to be influenced more by avoiding loss than achieving goals, which can be utilised in messaging to frame products accordingly.
For example, the phrase ‘do not miss out’ is seen as more persuasive than ‘here is what you can gain’. There is also pricing psychology to consider; the reason that brands show a ‘was’ price before a discount is that the so-called ‘anchor’ sets a benchmark that makes the new price seem more attractive to consumers.
There’s a lot to take in, but neuromarketing techniques are being applied in retail, media and advertising increasingly often, and their adoption will almost certainly infiltrate other markets in the near future. Consequently, employers are increasingly seeking expertise or knowledge in these when hiring for marketing and communications roles.
Recruiting Neuromarketing Professionals
Of course, not every team needs an inhouse neuroscientist or psychology expert, but a working knowledge of behavioural science can go a long way. One option is to invest in training and upskilling to embed a more psychologically informed approach into day-to-day operations.
Equally, many marketing professionals, particularly those operating in consumer or product roles, do possess these competencies and can be sourced by the most proficient recruitment partners.
There are clear advantages to being ahead of the curve and sourcing these skills before competitors. Those businesses that do establish their neuromarketing resources will benefit as these skills become in even greater demand, and the brands that thrive will be those that understand the human brain as well as they understand the digital algorithm.
By applying neuromarketing techniques to marketing and communications strategies and activities, professionals can craft messages that resonate on a deeper level, driving not just engagement but also long-term loyalty. Crucially, it also helps brands to cut through the noise and stand out from the crowd. However, as the discipline is still in its relative infancy, sourcing the required talent is not an easy task.
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If your organisation is looking to harness neuromarketing skills in your marketing and communications teams, get in touch with us for support in finding the right talent.
