When we search for something on Google, then the links seem blue. Google has selected this colour( #2200CC) among 50 blue colours. Of this small change, the revenue of Google increased by around $200 million. Not only that, Google has subsections like images, videos, etc. It was found that when icons were placed next to them, users clicked more.
James Breeze did a study conducted in Australia. He showed an ad to 106 participants based on the Eye Tracking Technology of a baby diaper. He wanted to know Where most people’s attention goes. He noticed that, When the baby is looking forward, people focus on the baby’s face and don’t pay much attention to the surrounding ads of the baby. When you change the position, such as the baby looking at the ad, people pay more attention to what is written on the ad. That is to say, we pay more attention to where the advertising model looks on.
What is Neuromarketing?
Neuromarketing is the combination of Neuroscience and Marketing. More likely, to find out the thoughts of customers. Also, find out their thoughts even if they don’t know what they are thinking about.
According to Professor Gerald Zaltman, 95 per cent of our decision to buy something is subconscious. That means the spending of all budget that goes to targeting that 5 per cent. So we are consciously telling something and subconsciously thinking about another thing. By Neuromarketing, we can know what kind of design, packaging, logo, and price the customer likes. In that terms, the possibility of falling down products will be less.According to Clayton Christensen, a Harvard Professor, every year, 30thousand products are introduced in the market. But among them, 90 per cent of the product fails. And according to the report of Rakuten Marketing, marketers estimate that they waste 26% of their marketing budget. We can reduce advertising waste using the concept of Neuromarketing.
Some Technology of Neuromarketing
Eye Tracking
With camera and Infrared technology, the eye’s movement can be detected. Where we are looking, how long we are looking or ignoring, all visual data can be tracked. You can test much stuff by eye trackings, such as ad performance, package design, website design, website performance, and mobile app interface. Nilson Group studied contact through eye tracking and found that we read the F-shaped pattern when we browse articles or E-commerce sites. We look to the left 80% of the time and 20% to the right side. This occurs because we are used to reading from the left side. If you look at the Amazon Website, the category of all their products remains on the left side.
F-MRI
This is the most important part of Neuromarketing. F-MRI can detect the detailed activity of the brain. And it is possible to track the behaviour of the consumer. MRI scan shows a full 3d image of the brain by a magnetic field. And the activity of the brain can be detected by F-MRI. It is possible by checking the calculating blood and oxygen level in neurons. Those neurons are more active and use more oxygen, which is detected in the scan. And then, we can understand that part of the brain is active. Such as In 2012, Emily Falc showed some anti-smoking ads to 30 smokers. And they were asked to predict which ad would run most successfully. But after running the ad, it turned out that the ad the participants predicted would be successful was not. Instead, what was predicted by their brain activity was successful.
EEG
This is as like a swimming cap where electrodes are connected. And it can detect the neurons at the surface level of the brain. EEG works at the surface level. It can not detect deep brain activity like F-MRI. However, it is an essential neuromarketing technique. Once, PayPal conducted with the neuromarketing company Neurofocus and asked them which would be more dominant, safety or speed. EEG finds through a study that consumers prefer fast speed rather than safety. Then PayPal promotes a faster payment system in their brand identity and in all campaigns. For this reason, the clicked-through rate in email and webpage increased by around 400%.
So the thought of people will always be accurate. That is baseless. We can analyze the buying decision of customers by Neuromarketing. And based on that, a business strategy can be established.
