What is Neuromarketing? And why should your campaigns revolve around it?

September 15, 2022

Jayde Robertson

Being a marketer is anything but boring. We venture to guess that almost all of us will agree that one of the most rewarding aspects of our vocation is being provided with the unique opportunity to discover new ways to trigger a favorable audience response—all done with well-worded copy, and a visually appealing creative.  However, one of the most challenging parts of our profession can also be considered to be its most rewarding: learning how to engage a highly dynamic set of consumers that require constant attention. We are not just talking about consumers who are constantly on the lookout for new products and services, but also those individuals who see themselves as an extension of their own brands.

Sure, it’s fun - but heavy is the head that wears the crown. One of the most significant parts of being a marketer is having the ability to anticipate how people will react, act - or behave. Unfortunately, human behavior isn’t cut and dry. It’s not as rational as it appears on paper. There are an endless number of factors that can influence the way that someone responds. Many, if not most of these are completely out of our control. But that’s not to say that we can’t make an effort to understand what makes people tick. In fact, there are many ways to do so - and some of them aren’t as complex as you might think.

This is where the art of neuromarketing, or - understanding human behavior comes in.

Neuromarketing is a relatively new marketing technique that uses scientific research to understand how consumers make decisions. This helps marketers and advertisers create more effective campaigns and achieve their business goals. In this article, we'll discuss what neuromarketing is, why it's useful, and how it works so you can apply these principles to your own (education) marketing efforts.

What is neuromarketing?

Neuromarketing is the study of how the brain reacts to marketing. It’s a way to understand what triggers your buyers’ brains, and how they make decisions that result in purchases. It uses neuroimaging technology, eye tracking, biometrics, and other methods to figure out how people think about products.

What does this mean for your business?

Let's say you're selling education courses online through email marketing campaigns. By using neuromarketing techniques like eye tracking or biometric measurements, you can find out what kind of content grabs their attention most effectively by measuring things like blink rate or heart rate variability (HRV). Now of course - this is one end of the spectrum, and not always possible. I mean, are you really going to try and use these kinds of measurements for your next campaign? Probably not. You'll likely work off of measurements that include analyzing student, or prospective students' behavior, decision-making process - and needs. You can do this by using:

- Surveys (to find out what kind of content they're looking for)

- Qualitative research (asking them questions about their behavior, and decision-making process)

-A/B testing (testing different versions of your landing page to see which one performs best)

Why neuromarketing in the first place?

Many people are skeptical of neuromarketing and its efficacy. While it’s true that some marketers have used it to brainwash consumers, this is not the only way in which neuromarketing can be used. Neuromarketing is a tool that you can use to improve your business by understanding how your audience thinks about your product or brand, as well as why they do so. Neuromarketing is also a science, with many studies being conducted in order to better understand consumer behavior. Neuromarketing is not about manipulating your audience. It’s about understanding them so that you can better cater to their needs. This is why neuromarketing should be used in conjunction with other forms of marketing. You don’t want to use it as a standalone strategy because it will leave out important elements of customer experience, such as the emotional connection between you and your brand identity.

You can use neuromarketing for everything.

Neuromarketing can be used for anything. You can use it to improve your education marketing, but you can also use neuromarketing to improve your business, personal life, and health.

Neuromarketing is a tool that helps marketers understand how people think. It’s a way of understanding how your customers think so that you know how best to approach them with the right messages at the right time in order for them to respond positively and make a buying decision.

How does it work?

Neuromarketing is a blend of neuroscience and marketing. It's a relatively new field that uses the latest brain research to determine which products and services people actually want to buy.

Neuromarketing is based on the fact that people make decisions based on emotions, not logic. Traditional marketing only uses logic as its basis for decision-making.

Neuromarketing combines behavioral economics with neuroscience to better understand what drives consumer behavior, how they make decisions, and ultimately how you can use this information to increase sales or improve customer satisfaction in your business.

The methods.

It explores the effects of stimuli on the human brain. How does this apply to education marketers? Well, it's about understanding what makes people engage with your content and products.

Neuromarketing is still such a young field that there isn't an established body of knowledge yet - but there are some things we can learn from neuroscience and evidence in order to improve our own strategies:

  • The first step is to understand why people do what they do when they're exposed to certain stimuli (i.e., your marketing material).
  • Next, think about how their brains are processing those stimuli so that you can more effectively target them with educational material. For example, if someone sees something interesting (like an infographic), their brain releases dopamine as a reward for paying attention or engaging with something meaningful - this makes them want more information about whatever caught their interest!

The results.

Neuromarketing is a science, not a strategy. It is not something that you simply implement and expect to succeed. It's not like putting on lipstick at the last minute before you run out the door.

Neuromarketing is a way of thinking and communicating with your customers that will help you drive more sales, create better products, and build stronger relationships with those who matter most: your customers!

Getting people to think, feel, and act a certain way is more of a science than an art.

You might have heard that neuromarketing is based on the personal tastes and preferences of people who study it. This isn't true at all; in fact, it's quite the opposite! Neuromarketers are trained to use proven methods to get people to think, feel and act a certain way — not just according to their own whims or ideas about what they want customers to do. When you look at neuromarketing through this lens, it's clear how different it is from traditional marketing techniques and why it can be so effective when used correctly.

Neuromarketing has been around for some time, but it’s not just a shiny new marketing buzzword. The science behind neuromarketing has been proven to be effective in improving consumer behavior and boosting sales. Marketers can use this knowledge to get their message across more effectively by understanding how people think, feel, and act.

Are you a marketer curious to learn about the aspects that affect our industry?

Or do you want to tap into our expertise to sharpen your tactics? Look no further than our free downloadable resources. We work hard to research our content - and offer it to you - free of charge.

Are you a forward-thinking marketer who wants to use neuromarketing to sharpen your strategy?

We thought so! Download our free Ebook: Psychology of marketing pt. 1, and learn how to use the unique landscape of neuroscience ethically.