Neuromarketing: The Future of Better Communications Neuromarketing Examples
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Neuromarketing fMRI Example
The ad campaign that created the greatest activity in a certain brain region, generated significantly more calls to a stop-smoking hotline.(Source: Sage Journals, 2012)
Neuromarketing EEG Example
Engaging multiple senses:
Communicates with the old brain, through the use of imagery.
Communicates with the neocortex, by making you wonder if the kid can move objects..
Stimulates the Senses, with epic soundtrack!
Make You Feel It. It’s simply a sweet story.
Neuromarketing Eye-Tracking Example
Decision Paralysis – Less is More
Grocery store displayed 24 varieties of jam, and offered samples.
60% of customers stopped to sample the jams
3% made a purchase
Next day, displayed only 6 jars.
40% customers stopped
30% made a purchase
Study by Sheena Iyengar, Professor at Columbia University.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca