How Neuromarketing Has Changed the World of Marketing.

Talking to the Emotions in the Brain

“How has neuromarketing changed the world of marketing?” To answer the question, first of all, it is necessary to understand consumer behavior.

One of the key elements of creating a successful advertising campaign is understanding consumer behavior. Communication should be done accordingly. Understanding consumer behavior is a tricky subject.

Today, traditional methods are mostly used to understand the consumer. However, these methods do not always give accurate results. Decisions are often made by our emotions, which are shaped by our perceptions. When buying a product, most people do not buy the product, but the feeling of owning the product. Neuromarketing explores such issues. If you are wondering what neuromarketing means, you can click the link for more information.

According to economics, people act according to utility maximization when they buy.

Accordingly, the purchasing process takes place as follows:

1- Think
2- Detect
3- Buy

On the other hand, neuromarketing research tells us that we are not rational and make decisions with our perceptions.

In other words, we first evaluate our perceptions. Then we carry out the purchasing activity. Then we rationalize our purchase. This stage of reasoning is called post-rationalization.

It is interesting, is not it?

Of course, there is an explanation for this situation.

The brain is an organ that consumes a lot of body energy. If we try to evaluate everything by constantly thinking, we neither have enough energy nor time. For this reason, the human brain has been acting with perceptions to make quick decisions for thousands of years. This is why we do many of our movements using the autopilot mode of the brain. We also have a fun article on this subject. You can click the link for Kahneman's views on the autopilot mode of the brain.

The Brain's Role in Buying Behavior

In the modern world, there are dozens of alternatives to service services, from telephones to detergents and even food. In such an environment, it is not possible to compare every product or service. That's why the brain triggers our emotions using shortcuts. We also purchase by trusting them. For this reason, many successful advertisements today activate human emotions.

For example; Apple ads highlight the emotion, not the phone's features. However, when we buy an iPhone, we say it has a good camera and fits into its case.

It is a fact that consumers decide in autopilot mode, and some stimuli sent to the subconscious have a serious acting role in the decision-making processes of consumers. In this case, traditional methods do not give researchers completely accurate results.

Let's give another example. Subjects who watch a commercial to be played on TV do not know how a person who turns their back on them in the advertisement creates a reaction in their brain. However, when this reaction is tested in neuromarketing research, it comes with a fall in the 'emotional impact' curve.

Einstein as an Advertising Star 

We were together with Yener Girişken and Eti Category Development Manager Ebru Üstün at the MeTalks presentation. It was a pleasant presentation, the visuals of which we prepared. Maybe you remember the Einstein commercial for Eti Tutku. A drop of chocolate from Hani Tutku falls on the table. Einstein is photographed with his tongue sticking out after licking the table. It turns out that Einstein's photo with his tongue out is an absurd but entertaining commercial film shot with a concept as if he couldn't resist the taste of passion and licked the table.

This commercial was longer at first (Unfortunately, we can't publish it here). Einstein appears from behind after the first intro scene. Consumers' emotional impact diminished because they thought Einstein had turned his back on them. Then, this scene is removed from the commercial and the advertisement is optimized. And there is a serious increase in neuro scores. As the advertisement is shortened, its cost decreases. In addition, a more successful and powerful advertisement emerges.

In a project where neuromarketing principles were included from the storyboard stage of the advertisement, this error might not have occurred at all. It is almost impossible to notice these results with a survey conducted by the survey method. Because the subjects do not know exactly what they are feeling in which scene. It's more of a subconscious process. However, these are revealed in the neuromarketing tests fNIRS and EEG tests. “How has neuromarketing changed the world of marketing?” The answer to the question can be given at this point.

Neuromarketing is Everywhere

Today, thanks to neuromarketing techniques, it is possible to talk to the unfiltered reactions of the consumer, namely his brain.

With these techniques, it is possible to see where the interest of the consumer increases or decreases in an advertisement or advertisement. Or we can detect where he is excited and where he is bored. We interpret this information with the participation of experts from different disciplines. We revise the advertisement according to the result. In other words, with this technique, it is possible to learn the consumer's preference from the brain, not from the language.

Neuromarketing principles yield similar results in many cases. This means that these principles will increase the level of success in subsequent jobs.

Such a revolutionary approach will radically change marketing. As we mentioned at the beginning of the article, the world's biggest brands are investing in this area. How did these developments change the world of marketing? In the context of the question, it will bring many more innovations.

Examples of neuromarketing often come from television commercials and posters. This may create the impression that neuromarketing will have a limited impact on the marketing world for those who are just beginning to take an interest in this field. But this is not true.

Neuromarketing helps not only in television advertisements and posters but also in many issues from all kinds of labels, packaging, and website design to the selection of music and fragrances.