NEUROMARKETING

SUBJECT : DIGITAL MARKETING

PRESENTED TO: Dr. IRFAN

PRESENTRD BY: AHMED ZAKA KHAN

ROLL NO. : F19-MBA-019

 DEFINITION
Neuro marketing is a new field of marketing which uses
medical technologies such as functional Magnetic Resonance
Imaging (fMRI) to study the brain’s responses to marketing
stimuli. Researchers use the fMRI to measure changes in
activity in parts of the brain and to learn why consumers make
the decisions they do, and what part of the brain is telling
them to do it…
 FUNCTIONAL MAGNETIC RESONANCE
IMAGING

FMRI measures brain activity by detecting changes

associated with blood flow. This technique relies on the fact
that cerebral blood flow and neuronal activation are coupled.
When an area of the brain is in use, blood flow to that region
also increases
 EXPLANATION

Neuromarketing is the application of neuroscience to

marketing. Neuromarketing includes the direct use of
brain imaging, scanning, or other brain activity
measurement technology to measure a subject’s
response to specific products, packaging, advertising, or
other marketing elements. In some cases, the brain
responses measured by these techniques may not be
consciously perceived by the subject; hence, this data
may be more revealing than self-reporting on surveys, in
focus groups, etc.
 FIVE NEUROMARKETING TECHNIQUES

Neuro marketing is the result of combining marketing efforts

and neuroscience concepts. See how these five techniques
can dramatically impact the performance of your campaigns.
I. Eye Tracking
II. EEG And FMRI
III. Facial Coding
IV. Sensory Marketing
V. Psychological Methods
 SEE THROUGH YOUR CONSUMER’S
EYES WITH EYE TRACKING

As the name suggests, eye tracking consists of measuring the

eye movement patterns of your research participants. It's a
tool that lets you see your brand, store or commercial through
the eyes of your customers.
Because modern eye tracking equipment is very light and
portable, it’s possible to create real time scenarios and
register the natural eye gaze of consumers.
EXAMPLE
 TAKING A LOOK WITHIN THE
CONSUMERS’ BRAIN: EEG AND FMRI

If we want to know a bit more about what people think rather

than what people see, there are some other techniques we
could use. There are certain devices out there that you may
know from a medical context that can read brain activity, such
as fMRI and EEG equipment.
EXAMPLE
 It’s All In The Smile: Facial Coding
You don’t have to peek into people’s brain to measure what
they truly feel. Science has shown us we can learn a lot from
their faces too.
Of course, a slight expression of a faint smile does not always
mean that someone is happy. But the point is, facial coding
equipment can measure subtle, oftentimes subconscious,
reactions to stimuli that hold information about how we feel
about something. Even better, it can predict what behavior will
follow said expressions.
EXAMPLE
 TO TOUCH, SMELL SEE AND HEAR:
SENSORY MARKETING
There are several forms of sensory marketing, such as touch,
sound, or smell, and they aim to influence a brand audience
by sensory stimulation.
With emotional products like the ones sold in a fashion store,
a bit of pleasant smells will give customers a whole new
experience and will make products seem more exclusive and
high end. However, fairly neutral environments like hardware
or office retail shops are better off limiting noticeable smells.
And how about sound? As it turns out, consumers will pay
more attention to light objects when they hear more high
pitched sounds, and more to dark objects when hearing low
pitched sounds
EXAMPLE:
 MIND TRICKS? PSYCHOLOGICAL
METHODS

Psychological techniques can be quite subtle. A speaking

example, though perhaps more commonly known these days,
is that merely removing the dollar sign listed for your products
can increase your sales. Seeing a dollar sign – or for the
European reader, a euro sign – subconsciously shifts people’s
attention to loss and not gain.
EXAMPLE
PROS AND CONS OF NEURO MARKETING
PROS OF NEURO MARKETING:
1. Filling in the gaps:
Neuro marketing tools can easily highlight blind spots left by traditional
methods of market research. It provides a better understanding of
customers’ behavior as well as insights on why very often they don’t ‘walk
their talk’. To put it more simply, neuro marketing can explain why when
going to a café, customers plan to drink tea with milk but order black coffee
upon arrival
2. Linking of physiological reactions to content :
Neuro marketing enables the establishment of clear links between
physiological reactions and particular moments of a video, elements of the
website, packaging design, etc. For instance, emotion measurement can
provide you with comprehensive data on respondent’s reactions to
particular parts of a video or marketing material and thus help you improve
those parts which provoke negative emotional feedback.
3. Improved reliability of results:
Neuro marketing helps to reach the unconscious realm of the customer’s
mind. It provides a better understanding of the process behind the
automatic reactions which are taking place on the subconscious level of
every customers’ mind. Customers can lie (consciously) but their brain
can’t, because they can’t control their unconsciousness. Neuro marketing
helps you to penetrate the domain of unconscious and thus get more
reliable data on customers’ motivation and true reactions to the product,
design of website or packaging.
4. Value for money:
New digital tools and software substantially diminish the price of research
while providing a better quality of insights. Online software-based tools,
which can be used even by amateurs of market research, today provide
quality and depth of insights unreachable for professional market research
companies 15 years ago, and at a lower price.
Cons of neuromarketing

► 1. Ethical concerns
It's the eternal question. Some people think that neuromarketing is
getting inside the brain of customers. Well, neuromarketing does
things that a good psychologist does. It 'learns' your behavior
patterns and makes smart outcomes, nothing more.
2. Availability of specific skills :
The more specific knowledge you have the higher quality of insights
you can achieve. Some time ago it was necessary to have a
scientific background to be able to interpret the waves and graphs
neuro-tools provides you with. Today it's not necessary because the
reports became easier to understanding.
3. Expensive equipment:
It’s true that neuromarketing equipment always used to be
expensive. neuromarketing equipment costs around $1,500. It’s a
considerable amount of money, especially for a small company.
4. Privacy :
All this buzz around the GDPR proves that people want to have
more control over the data they share. Well, no one is truly insured
from the leakage of data. That's why we should work for improving
the technologies and ways of data protection. And it comes not only
data that we get with the help of neuro-tools. It’s quite doubtful
whether an incentive to make customers happier through the
improvement of the product and buying experience can be called a
crime. Anyway, be ready for people to still consider attempts to get
inside the brain of customers interfering with their right to privacy and
personal life.
THANK YOU