What Is Neuromarketing, and How Does It Benefit B2B Marketers?

Within today’s ever-changing and competitive B2B and B2C world, what’s one factor you cannot measure? If you guessed customer emotional noise, you’re correct! Regardless of the number of visits to your website, the number of views, social sharing activity, bounce rates, or ROI, brands can evaluate everything with the help of various analytics tools. This is where neuromarketing comes into play, so keep reading to learn about the many aspects of neuromarketing as well as how neuromarketing can benefit everyday B2B marketers.

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What Is Neuromarketing and How is it Significant to B2B?

Neuromarketing can be defined as a marketing method used to understand how customers’ brains respond to different advertisements and branding. By using insights from neuroscience, behavioral economics, and social psychology, neuromarketing enables brands to measure and enhance the effectiveness of product layouts, branding, advertisements, and marketing practices. As a result, marketers can make smarter and more strategic decisions while also effectively understanding customers’ preferences. 

Unlike traditional marketing, which depends on market research to gain insights into customers’ requirements and preferences, neuromarketing works best based on these latest technologies:

  • Electroencephalography (EGC)
  • Magnetoencephalography (MEG)
  • Functional Magnetic Resonance Imaging (fMRI)
  • Eye-tracking & electrodermal response measures

When brands use these technologies, they can read customers’ brain activities and even understand how their brains respond to a particular marketing situation or activity. 

Four Basic Neuromarketing Principles

Neuromarketing involves these four basic principles that can help brands retain existing customers as well as gain new ones:

1. Scarcity

For starters, unquestionably, the scarcity of any product is often the reason behind an increase in sales. When customers understand that their favorite product or service will no longer be available, they may buy more of it while it’s still on the market. Interestingly, B2B marketers can take advantage of this opportunity to drive more demand for their products or services. They can also embrace modern marketing techniques in order to promote their products and increase their ROI. 

2. Habit 

The next neuromarketing principle is a habit, which consists of the repetition of using something. Once customers develop the habit of using a company’s specific product or service, they unknowingly create a continuous demand for that product or service. For example, the habit of gamification tends to convince customers to buy a game subscription, which increases the chances of higher sales and revenue.

3. Emotions 

The third neuromarketing principle worth noting is emotions. Overall, neuromarketing’s primary purpose is to understand customers’ emotions in-depth by using various techniques to determine customers’ reactions to different situations. Through the use of neuromarketing, companies can optimize their ads and marketing strategies based on customers’ reactions.

4. Social Proof 

Lastly, when a group of people purchase a particular product or service, it’s likely that other groups of people will follow suit. This kind of customer behavior is known as social proof. In general, customers’ stories and/or testimonials are an effective way to attract more customers since they serve as proof or evidence that a particular product or service is liked by many. With this being said, social proof acts as a powerful driving force for high demand within the B2B industry. 

Why Should Brands Implement Neuromarketing Techniques? 

As a result of implementing a neuromarketing method, brands can discover and learn more about the lower-level effects of designs in print and videos ads in regards to individuals’ attention, emotions, and memory responses. Nowadays, brands can utilize a combination of various technologies including electrocardiograms, facial recognition software, eye tracking systems, functional magnetic resonance imaging, functional near-infrared spectroscopy, electroencephalography, surveys, and self-reports. Fortunately for marketers, neuromarketing is known to offer a multitude of benefits including the following: 

  1. Neuromarketing uncovers unnoticed responses regarding how customers feel about a specific product or service, and this enables brands to better optimize their campaigns and improve the quality of their products or services.
  2. Neuromarketing helps in the areas of product layout design, promotion enhancement,  and improvements regarding advertisements, store designs, and customer experiences.
  3. Neuromarketing also helps marketers better align their efforts with their customers. This marketing method even provides insights into how customers think when they receive different marketing assets and materials. As a result, brands can create more productive marketing strategies and achieve a better return on their investment. 

Several major companies like Google, Facebook, and Microsoft have implemented neuromarketing within their marketing stacks and are reaping an array of benefits. If you’re interested in creating exceptional customer experiences while understanding customers’  behavior, mentality, and reactions in-depth, it may be time to integrate neuromarketing into your business!

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