Neuromarketing: a new approach to increasing conversion
The word "neuromarketing" is now heard, but not everyone perceives it as a scientific approach, located "at the junction" of medicine, psychology and digital marketing (digital marketing). This method is often used in retail to increase sales, and the success of many video games is based on neuromarketing, even the principles of R. Chaldini, which are known to every marketer, have much in common with the tenets of neuromarketing. How about understanding this concept in more detail ?
Let's start with the definitions.
Neuromarketing (a section of neuroeconomics) is the art of using cognitive attitudes, emotional and sensorimotor reactions in marketing, to determine the most effective ways of influencing a person.
In other words, those who are well versed in neuromarketing techniques can build advertising campaigns and predict their results with a high degree of certainty. It is worth noting that neuromarketologists widely use different equipment in their studies (electroencephalographs, tomographs, galvanometers, tachistoscopes, etc.).
In fact, the work of marketers armed with neuromarketing data is aimed at creating cognitive distortions (i.e., changing the initial point of view until it is realized and becomes a clear human position).
Digital marketing- a means of communication between the seller and the buyer, based on the use of digital communication channels (Internet, TV, mobile phone, etc.), involving two-way interaction. It can take two forms: push (content is delivered regardless of a person’s desire) and pull (the consumer searches for content himself). A distinctive feature of digital marketing is that users / consumers can engage in dialogue with those who promote a product / service in almost real time. This is due to the fact that the number of communication channels has become much more than 5 more, and even more so 10 years ago.
Psychology (referring to the psychology of sales) is a multi-component art of concluding transactions based on working with the needs of the consumer and the ability to overcome his objections.
When we talk about modern neuromarketing, we must bear in mind that it includes the components:
- from the classical psychology of sales (because the fears, objections and prejudices of customers remained the same as many years ago);
- from modern digital marketing, which has become the link between the seller and the buyer (after all, personal sales, face to face, today are largely less than before, and this must be remembered).
Why neuromarketing + Digital marketing?
The modern world market is becoming increasingly dependent on information technology and the task of everyone who is somehow interested in sales is to understand how to build the communication process in a new society, which can also be called informational. We can say that the usual concepts of marketing (sales, goods, etc.) have been replaced by a new one - communication. It says that any marketing solution should be analyzed in terms of what will be the communication with the consumer, built on its basis (by the way, M.Yu. Ryumin spoke about this in his works back in the 2000s, and today it conclusions and assumptions are only confirmed).
And, simply because it is neuromarketing that makes it possible to understand how a person makes a purchase decision, today you can’t do without it. At the same time, the data will be the most objective, since unconscious reactions are being studied. And digital marketing in modern realities is an ideal tool. It is digital marketing tools that will convey what you want to tell your consumer. It is valuable that with this kind of communication you can achieve minimal distortion of the original message.
How to adapt neuromarketing to online sales?
Despite the fact that there is a lot of talk about neuromarketing and its effectiveness, its introduction into the online sales process in some cases seems to be very problematic, since instead of affecting hearing, smell, touch (kinesthetics), visual perception is affected. It is easy to guess that effective work on the Internet can only be done with visual and audio channels.
Therefore, you need to get as much as possible means of interacting with your customers at this level, in addition, it is important to give the site interactivity. In this case, you can not do without videos, messages about promotions, updates, etc., time counters, contact collection forms.
What are buyers usually afraid of on the Web and how to deal with it?
First of all, the buyer has a fear of making the first purchase in an unfamiliar place (it does not matter if it is a vacuum cleaner or payment for a software license). So:
- with the help of neuromarketing, find out what causes trust, and use it on the site; as a rule, they attract attention and arouse trust in photos of people, moreover, people who are positive;
- with the help of sales psychology, you can understand whether the client’s objection is imaginary or still true (this is possible by bringing the client to answers to questions that do not directly incline to purchase, but prompt you to express the most valuable - your opinion, and then you just have to interpret correctly received data);
- using digital marketing tools inform the user that the site can and should be trusted.
It is not so easy to buy something technically complicated (moreover, a product can be difficult for a specific person). Your task is to prevent a situation where the client, studying the goods, feels like a kindergartener seated at the helm of a fighter.
Here several fears merge together, which can be revealed, knowing the psychology of sales:
- What if it doesn’t work as the advertisement says, and I will throw money away in vain, and the seller will laugh at my stupidity?
- And if I can not configure it the way it should?
Using digital marketing tools, you need to make it clear that everything works that way (for example, show a video, create step-by-step instructions with screenshots, you can offer a free trial version, but for a limited period) and make sure that the person has adapted to his purchase.
Fear of price . A good knowledge of the psychology of sales shows that this objection quite often turns out to be both true and imaginary. To overcome it, the price must be justified. For example, using these digital marketing tools:
- demonstration on video of the characteristics of a product / service or an implicit comparison with a competitor (can, again, be done using video, graphs, etc.);
- a clear and detailed description of the components of the price or the opportunity to save (this can be realized, for example, using infographics).
Ideally, it is worth offering several price options (this, of course, is not always possible, but in some cases the owners of the Mini account become over time the users of the Premium version).
Existing negative experience . This is one of the most difficult reasons for refusing purchases. And here it is not so important who was wrong - the seller or the buyer.
Sales Psychology claims that one must admit one’s mistake (real or apparent) in such a way as to preserve one’s “face” and not blame the buyer for being poor. By the way, the oversight effect still works!
If you really goofed off in droves, then you can even tell the site visitors about this using a pop-up window or mailing list. Let users know that work has been done on the bugs and you now know how and what needs to be changed to achieve an excellent result.
Saturation . Another difficult point. If you have already tried everything that is on the market, and your offer is not radically different, try creating a certain legend or, which will be much more effective, attracting opinion leaders. Only from the industry to which your target audience belongs. They can put a couple of words about you in digital media as if by chance - but those who need it will remember that!
Emotional rejection. Depending on what are the preferences of your potential and real customers, you need to understand what exactly can cause them misunderstanding, annoyance, perplexity. So, before using digital marketing tools, you need to test them and test again! Who knows, maybe your target audience is deafened by characters with glasses or too creative personalities (well, or techies).
Use the data obtained, building communication so as to be on the same wavelength with a potential client.
This is where you can’t do without neuromarketing. Otherwise, how do you know which voice timbre and speech speed do your potential customers prefer and what colors do they favor?
Advertising in which frankly unsuccessful characters are used is disastrous. For example, when you embed video instructions in your website, it’s worth considering whether people prefer that a man or a woman contact them? Do research and create content that evokes emotional acceptance.
To be continued!