From the fidelity card to the loss of our free will; welcome to our time marketing. Welcome to the Neuromarketing.
“Times they are a changing”, Bob Dylan’s famous song, is absolutely relevant talking about our days marketing’s strategy. In marketing doesn’t exist an absolute answer, everything is so different and unique because born and grew following the different company’s goals and market desires. Everybody of us think to be a “marketer” that judge, analyze and take distance from flop strategy as he could operate better if just wishes; I grew up in a country where soccer is a religion, everybody is the coach of his team, of others teams, of the national team, people judge, often disagree, and could operate better that coaches do. Or however they can operate differently, like in marketing.
Our brain has a “BUY BUTTON”?
Big part of the traditional concepts of “product logic” and “free willy product” (consumer buy a product to satisfy a personal need) seem really to be drive by our primary and deep brain system, following the theory that our conscious activities represent just 10% of our cognitive activities. So our conscious brain does nothing else that shows the actions that come from our unconscious processes. This is training concept of the Neuromarketing, marketing strategy that utilize methods refer to new discovers of Neuroscience to improve the consumer’s purchase. Neuromarketing’s studies measure consumer’s sub-conscience reactions, as brain waves, sweating, hears - eye or skin tracking to understand what the consumer is thinking about a particular motivating force (like a product, a service, or in general something to purchase can be). This is not a joke, and a lot of big multinational company as Coca Cola, Pepsi, Ford, Delta Airlines and Daimler-Chrysler are continuatively using and developing this new strategy. Coca Cola is so sure to be able to work inside the brain of a consumer and to push his “buy button” before Pepsi. A lot of film studio utilizes neuromarketing to verify the trailer’s effect inside the brain of the cine-viewers.
That means that even when I’m watching a movie in a cinema’s room I can be observed and deeply analyzed?
Marketing’s experts will never admit, but their boss probably asked them to find out our brain’s “buy button”, no other possible solutions. They really believe we have one? Or maybe, on the opposite way, they have just found a new (and in those times) fashion way to justify the budget that the boss provide to the marketing’s department; maybe following the motto that in the field refer to neuromarketing is the science who speaks.
Neuromarketing is a new bridge between business and science, a new era talking about marketing’s strategy. And the traditional market’s surveys about impressions, or intentions, of the consumers? The present (part of….) and the “next future” will be based more on the study of spontaneous and unconscious reactions that our brain will have for particular products or services. This because the biggest part of our brain is still not known….
Always more researches, academic books, articles and video are very cautious and worried about the utilization of the neuromarketing as useful marketing strategy.
But the times are going to change soon and neuromarketing ‘s strategies are going to loss importance in the next years, otherwise:
- We have to believe that we will not have spontaneous decisions in our future?
- We have really to believe that, in the future, decisions would not be made from our free willy, but will born from a series of chemical’s cause outside of our control?
- The era of the fidelity cards is definitively died?
And if our free willy, at the end, could results no more than just a sum of chemical’s causes?
If Hollywood should be interested, a script could be almost done…
The description of BUY BUTTON tells lot more about how you look at Neuromarketing, as it is all how related to chemical in our brain. I totally agree that our brain tells us what to get or what not, what we like or what we don't like. Our brain like the products that has more effect on the outside world. But I believe that in future Neuromarketing can help lot many consumers and also the marketers.
ReplyDeleteI believe that the marketers and the company wants to change the mentality of the consumers about the fidelity cards in a way by transferring needs of the consumer before the consumer enters in the store. With Neuromarketing sellers are selling the product before the consumers actually enters the store.
Certainly Time has changed. We know the marketing strategy needs to adapt itself according to consumer behavior. We can no longer depend on Old ways of marketing where consumers buy Nike shoes because ‘Michael Jordan’ recommends it. or we Drink beer because Kim kardeshian tells us to drink beer in her bikini and people believe it . Consumers these days have started to realize their true potential. They have started making decisions not merely based on advertisements but also based on consumer reviews and market research. We no longer have era people buy Apple products just because they love Mr. Steve Jobs. So in order to satisfy these consumers we cannot just make products based what company likes or dislikes we have to understand consumer behavior. We need to bring products in market which satisfy consumer needs. The science of Nueromarketing is just a starting point to understand consumer’s needs. I feel we really have a long way to go to truly unveil the true potential of this new concept.
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