The potential benefits of neuromarketing techniques for brands seems limitless.
Neuroscience is opening new paths and marketers are questioning the way they execute market research before and after launching their campaigns. In fact, we now know that most buying decisions are based, not on conscious rational processes, but indeed on emotional, unconscious processes we are simply not aware of.
And that is why marketers and their agencies are now starting to take lab tests results into account when making decisions to revitalise a brand or design a communication campaign. These tests are aimed at assessing consumers’ brain activity when exposed to ads, logos, package, etc.
The key to success then is when your communication media manages to produce emotional engagement that leads to a memory formation of the right kind. There are two relevant kinds of memories to distinguish and look for:
- The brand memory, which designates all feelings that the consumer associates with the brand; the objective being to create a belief in the consumer’s mind, that the brand has the potential to satisfy his needs and wants.
- The advertising memory, which is all sensations associated in the consumer’s mind with the piece of advertisement. Here, the ultimate goal is for the ad is to cause a brand memory that will lead to purchase.
An ad can provoke great emotional engagement, but without linking it to an idea of the brand’s capabilities in the consumer’s memory, it will be ineffective in terms of sales. There are several examples of ads going viral, while the brand’s market share went down.
However, as highlighted by B&T magazine, measuring the brain activity can tell us whether there is emotional engagement, but not (yet) whether the ad memory will be linked to the brand memory. Ultimately, neuromarketing will help you in the first stage of measuring consumer engagement, but it does not have the power to guarantee that your campaign will actually meet its objectives.
If you would like to learn more about Neuromarketing potential and limitations, and how to apply it to your business, why don’t you join us at the inaugural Neuromarketing Briefing, on 26th June in London?