ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

How to Use Neuromarketing to Guarantee Business Success

Updated on April 15, 2019

When you scrounge the Internet to buy a product, which type of websites entice you? The ones that indulge in explicit sales rhetoric and push you to buy or the ones that have a pleasing presence and leave it on you to logically come to a decision?

Most likely you’ll fall in the second category of people. After all, who doesn’t like to exercise the authority to take decisions after considering all the key features of the product? This doesn’t mean that as a brand you should shun your sales aspirations and sit idly hoping for buying prospects to come to you and buy your products. You can strategically shape their buying decision in your favour without being too obvious about it. This is where neuromarketing comes into play.


What exactly is Neuromarketing?

It refers to the study of the brain’s responses to predict and manipulate consumer behaviour. It combines the use of neuroscience concepts and marketing efforts. In simple words, neuromarketing involves the use of emotion, trust, and persuasion to elicit the desired consumer response.

How to Include Neuromarketing in Your Marketing Strategy?

There are a number of tactics you can use to engage your prospective buyers and subtly shape their decision in your favour. Some of these are-


1. Offer Options but Not Too Many

Buyers love options. After all, who doesn’t? However, as an eCommerce retailer, you should know that a little too many choices confuse buyers. They might spend so much time trying to figure out which is the best one among the 6 colours that a top is available in that they end up without actually buying the product.

Too many options confuse buyers
Too many options confuse buyers

2. Use Data the Smart Way

Nothing helps your marketing efforts more than real data. No matter how much you pay to the data companies out there to cull out relevant information about your target audience, it only helps in the preliminary stages. What really matters to your customers is not just your product but the value that your brand delivers to them.

People who have already used your products are a gold mine of data. Once they have made a purchase, you need to keep them even closer! After all, they are the source of your repeated sales. Keep them engaged to stay in their mind and convey that you care for them as individuals, not all customers in general.


How Can You Keep Your Customers Engaged?

(i) Ask them to review their experience of using the product- No amount of persuasive words influence potential buyers as much as the positive ratings and reviews from people who have actually used the product. You can opt for video reviews to combine the benefits of using videos and reviews. If it is difficult for you to get such reviews at this stage, you can use screenshots to weave a sense of authenticity in the era when there is a flood of fake reviews.

Ask for ratings and reviews
Ask for ratings and reviews

(ii) Figure out what is the best thing they liked about your product- There is no better guide than actual customers. You can ask them about the features they like the most in your product and draw some conclusions based on it. You can further use these features to attract your potential buyers. You can even segment your audience to create streamlined neuromarketing campaigns that help you get the intended response. For instance, you can segment your buyers based on their frequency of buying your products.

(iii) What new features would they like to see in future- No matter how good your product is, it needs to evolve over the time to stay a top favourite among the buyers. For this, you need to improve and innovate your products to remain relevant. Alternatively, if you want to launch an all-new product, you can ask your existing customers what feature would they expect to see in such a product. Creating a product based on the needs and expectations of your customers can be a great strategy rather than jumping in the market with an all new product. Moreover, it helps in minimizing the risk.


3. Create a Sense of Scarcity

This can be a great option if you want to push a particular product. Buyers typically conduct in-depth research using 4-5 resources before taking the final decision. However, a sense of losing out on a discount or other attractive offer speeds this decision and decreases the time gap between considering the product and decision making.

Weave a sense of scarcity to create urgency
Weave a sense of scarcity to create urgency

Pro tip- This doesn’t mean that you get back to all your product pages and display a sense of scarcity. Mind you, buyers are becoming smarter. If they repeatedly find such iteration on your online store, it can create a negative impression for your brand, a feeling that it is always inadequately stocked. If your product is seasonal, a great neuromarketing strategy would be to create such a sense of scarcity when it is most likely to sell. It weaves a sense of authenticity and boosts sales even more.


4. Let Faces Show the Way

Imagine visiting an eCommerce website. No matter in whichever direction or page you look, all you see is products, products and even more products. Would you get induced to buy? Most likely, the answer would be no. No matter how strong is the buyers’ urge to buy a product, they need a little push to help them to finally take the buying decision.In this scenario, it can be of great help to strategically use faces in your website to guide their attention and drive their call-to-action.

Why you should use faces on your website
Why you should use faces on your website


Using faces kills two birds with a single stone-

(i) guides the users what they should do next without being pushy

(ii) gives your brands a humane touch


Pro tip- Using faces doesn’t mean that you’ll search the web for stock images and use them all over your site and hope to shoot your sales figures. To ensure that the faces accomplish the purpose of effective neuromarketing, make sure that the direction of the eyes is where you want to draw your visitors’ attention.


With competition getting fiercer each day, brands that will cater to the needs of the customers and create a lasting impression in their mind will sustain. Those who spend the most part of their time trying to sell explicitly without engaging their audience at the deeper level are bound to lose out to the ones who do.

Neuromarketing is spreading its roots into wider areas of marketing. Brands are finding newer ways to engage their audience to drive the intended action. One of the evolving approaches to engage the audience that is gaining recognition is the use of chatbots. Undoubtedly, it has immense scope in clearing all the doubts from the minds of the buying prospects and drive them to take the call-to-action. It would be interesting to see how smartly brands integrate them in their marketing strategy.



Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)