Neuromarketing is a “Buzzword” in the marketplace these days & it has expanded its reach to encompass B2B dominion as well. The term was coined in 2002 by Dutch marketing professor Ale Smidts & was first published the same year in an article by BrightHouse(a marketing firm based in Atlanta).
U.S.A-based Marketing professor Gerald Zaltman is associated with first experiments in neuromarketing, though the concept was popularized in 2004 with the “Pepsi Challenge” (a blind taste test of Coca Cola & Pepsi).
Extending beyond the theoretical concepts, practical implications of neuromarketing have made it easier for B2B marketers to get the maximum out of their marketing endeavors; employing explicit & implicit intent signals from customers which help marketers place themselves in customers’ shoes. Besides, upselling also helps them in improving their services by having more transparent communication with clients & prospects.
Neuromarketing is a topical, emerging & disciplinary field in marketing that employs the sub-conscious or implicit emotions of the customers in order to target them. Non-conscious decisions have often a much bigger impact on the decision-making process than explicit emotions.
The concept of neuromarketing combines marketing, psychology & neuroscience. Implicit motivations of the customers are researched to delve deeper into their decision-making process. The process involves non-invasive psychoanalysis of the prospects’ brain activity using methods such as electroencephalography (EGC), magnetoencephalography (MEG) & functional magnetic resonance imaging (fMRI), eye tracking & electrodermal response measures.
According to pioneer neuroscientists, 95% of all thoughts, emotions & learning occur subconsciously; however, most marketing endeavors renounce the implicit signals & instead only target the rational, conscious mind. (Source: Brainfluence). Therefore, in an era of fierce competition in B2B marketing, marketers need to leverage the interdisciplinary aspects of inbound marketing & neuromarketing to stop selling to just 5% of customers’ brains & use both, the explicit & implicit, behavioral insights of customers.
An Amalgamation of Neuromarketing & Inbound Marketing
B2B marketing is gradually adapting to customers’ behavioral insights and applying the personas’ sub-conscious choices along with the underlying brain activities & integrating it with data generated from inbound marketing endeavors which help marketers achieve their ultimate goal of Conversion Rate Optimization (CRO).
In the words of neuromarketing expert Jill Quick, the customer empathy map traces the employment of neuromarketing practices that can help in optimizing users experiences (UX), which, in turn, can help marketers in hyper-targeting their personas.
1). Leveraging Simplicity According To The Brain Preference:
Paraphrasing complex sentences in your content to simpler ones, helps in engrossing the users’ attention for a longer duration. The same philosophy can be applied while writing a content heading, an introductory or concluding paragraph & while creating a clutter-free website design to generate maximum website conversions.
2). Developing Models of Customer Behavior:
Marketers can use insights from neuromarketing to determine whether their products, services or advertisements are evoking positive responses in the mind of customers. These insights along with the explicit insights gathered from demographic data, technographic data, firmographic data, & other intent signals can help marketers develop models of customer behavior &, in turn, can also be used as a basis to segment prospects by including their theoretical emotional aspects into the equation.
3). Test-running the Impact of Marketing & Branding:
Marketers can test-advertise the product amongst small cluster audiences & track the different predictions of choice to find out how different choices suffice the needs of specific clusters; before launching a brand or a new marketing strategy to a bigger niche.
4). Blending Neuromarketing & Big-Data:
Neuromarketing can also integrate with Big Data which helps in understanding modern-day advertising channels such as social networking, search behavior & website engagement patterns.
5). Employing better strategies to Upsell to the Price-Sensitive Prospects:
When it comes to culminating sales deals, price plays an imperative role & should, therefore, be not only competitive but should also have additional features to make a greater impression in the minds of prospects, as:
- The price should reflect what additional features are being provided in that particular price, apart from the basic ones.
- Ideally, it is wiser to have either just 3 buying prices or to bundle costs into one. Providing too many customized options & break-up of costs tend to scare away the price-sensitive persona.
- When it comes to deciding about the final price, practical aspects of designing & relevance of content hold a definite edge over just a beautiful design.
6). Aligning The Images On The Website With Call-To-Action Button:
A website having well-designed images that are aligned with the context of the landing pages & also divert action towards a Call-To-Action button, generate greater conversions than the websites that are having no synchronization between their landing page images & CTA buttons.
Also, the brain is habituated to read information from left to right-hand side & hence it is advisable to place the CTAs on the right-hand side of a landing page.
7). Using Fonts That Can Be Processed Faster By Brain:
Certain fonts like Helvetica, Roboto, Calibri & SF UI are processed faster by the users’ brain & ensure that marketing information is passed on easily to the audiences.
Furthermore, certain types of fonts are best-suited to specific purposes like Times New Roman is for academic or professional set-ups while Disney font is for children-centric pieces.
8). Creating Personalized Content:
Personalization is an indispensable element of B2B marketing particularly when it comes to personalized content creation. Content needs to be relevant to the users & in order to optimize users’ experience hyper-targeted pieces of content need to be served to them at each stage of their individual buying cycles.
Personalization can help make or break the deal when it comes to email marketing. Drafting personalized pieces of content can help in engaging & converting a higher number of prospects.
According to a study conducted by Conversant Media, 94% of customer insights & marketing professionals across multiple industries said “personalization” is “important”, “very important” or “extremely important” for meeting their email marketing objectives.
9). Making the Most Apt Color Selection & Testing the Website Loading Time:
Some colors create a better perception & engagement in the mind of prospects. According to a study published in alore.io, color can increase brand recognition by 80%. As per the same report, 93% of customers are swayed by visual stimuli.
The study also stated that colored ads are likely to notice 42% more than black & white ads & that people often make a judgment about a product within 90 seconds of getting visually attracted & 60% of that perception is based on color alone.
Neuromarketing can be used to deduce which colors are engaging users better. For example, pink is a color which is preferred by traditional shoppers, while blue represents calmness & confidence. Furthermore, page load time also is an important benchmark in engrossing users’ attention, engaging & converting them.
The ideal page loading time shouldn’t be more than 2 seconds & if it exceeds 3 seconds up to 40% of the users will abandon your website (Source: Gomez.com). Moreover, a study by radware.com, shows that around 85% of users expect websites to load faster on their mobile than on their desktop.
Along with website load time, many components impact a user’s experience such as website layout & hierarchy, intuitiveness, ease of use, and more can be tested by neuromarketing technics & can be improved by the best inbound practices, content marketing & other strategies.
10). Building & Cultivating Trust:
Prospects are unlikely to sign up for newsletters if there is even an iota of doubt. Tracking the sub-conscious behavior of users on the landing page, scrutinizing which components of the landing page are diverting them away & which ones on an average are driving maximum conversions, can play a crucial role in optimizing the conversions on the website.
Incorporating neuromarketing with Inbound Methodologies can help unlock the untapped potentials of B2B marketing realms. However, neuromarketing is also evolving much like any other interdisciplinary field these days.
According to Daryll Scott, director of human technology at digital agency Lab neuromarketing relies more on biometrics than neurometrics because of its ability to measure & transcend physical aspects related to psychological behaviors into marketing such as tracking sweat response using polygraph test, attention focus using eye-tracking & emotional patterns using facial coding. Thus, biometrics is the future of neuromarketing & not essentially neurometrics.
We, at Valasys Media, are focused to optimize the end users’ experience (UX) by our lead generation, nurturing & content syndication services so as to help our customers achieve their ultimate goal of an increased Return on Investment (ROI).
For more information about our services, feel free to contact us.