Here I talked about what is neuromarketing and how it's helping marketers to understand customers' perspectives. So check out the slides and let me know if you want to discuss anything.

1. Nahid Sharif Komol
Content Writer at weDevs
Presented by

2. Neuromarketing

3. What Is
Neuromarketing?
Neuromarketing consists of
Neuroscience and marketing.

4. Neuromarketing is a new field of marketing which uses medical
technologies such as functional Magnetic Resonance Imaging
(fMRI) to study the brain’s responses to marketing stimuli.
Researchers use the fMRI to measure changes in activity in
parts of the brain and to learn why consumers make the
decisions they do, and what part of the brain is telling them to do
it…

5. Our brain has three parts

7. Our Brain’s Functions
New Brain (Rational):- It
basically rationalizes the
functions based on the
thoughts
Reptile Brain (Main Part):- Basically,
this part is considered to be the
main part as marketers trigger it
very often. With this part, we make
decisions.
Middle Brain (Emotional):- It
focuses on the emotions
rather than other things.

8. Why Neuromarketing?

9. The business man must understand the workings of
the minds of his/her customers and also should know
how to influence them effectively. He must know how
to apply psychology.

10. So, What are the possible
outcomes of
Neuromarketing?

11. Neuromarketing seeks to understand:
1) The rationale behind how patients make
purchasing decisions
2) Their responses to marketing stimuli in order to
apply those learnings in the marketing realm

12. Some Examples of Neuromarketing

13. Example no 01:- Using Eye Gaze
Advertisers have long attempted to
boost sales for baby products using
close ups of adorable baby faces –
with the help of eye tracking
technology they have identified
that this alone is not enough.

14. Another Example of Using Eye Gaze
Researchers discovered that when
the infant looks face on, viewers
will be far more focused on the
baby’s face to the detriment of
focusing on the ad content.
However, if the infant is directing its
gaze at the product or text then the
viewer will in fact focus on the
advertising content.

15. Tool can be used to track user behavior
Hotjar
● Discover what attracts attention
● See where user attention drops
● Observe behavior changes after
A/B tests
● Compare engagement on different
devices

16. Example no 02:- Using Effective Packaging
Brands such as Campbell’s and
Frito-Lay have used neuroimaging to
reimagine their packaging. In studies,
customers were shown packaging
with their responses recorded as
positive, negative or neutral. In
addition, they were interviewed
extensively in relation to color, text
and imagery.
This research revealed that customers
had a negative response to shiny
packaging

17. Example no 03:- Nestle’s Consumer Hack

18. Example no 04:- HP Emotional Experiment

19. Take Away from the Ad
At each point of the ad where the father gets
rejected, the corresponding points on the
graph show that Shane (author, journalist)
experienced bursts of emotion because he
developed empathy for him. And at the end
of the ad, you'll notice a corresponding spike
in emotion on the graph that shows exactly
where he cried.
Shane's emotional response to this ad
suggests that telling great stories, chock-full
of conflict, surprise, and emotion, is one of
the best ways to trigger the release of
oxytocin, helping you emotionally engage
your audience and, ultimately, make them
care about your brand.

20. Example no 05:- M&M’s Super Bowl Ad’s last
10 sec

21. Take Away from the Ad
Neuroscience discovered that emotional engagement
plummeted, suggesting M&Ms could've shaved off the last 10
seconds of this ad -- and saved over $1.5 million.

22. Who Are Using Neuromarketing?
● Microsoft:- They wanted to test the effectiveness of its campaigns on
the Xbox platform (they worked with neuromarketing companies
Mediabrands and EmSense)
● Frito-Lay:- Used neuromarketing to study women's brains at
hippocampus — a memory and emotional center
● The Shelter Pet Project:- The team used EEG and eye-tracking
measurements to A/B test the impact of the Shelter's ads
● German Financial Institution:- They used EEG to find out the
consumers emotions.
● Netflix, Hulu:- They use neurotrackers to predict how successful their
shows will be
An electroencephalogram (EEG) is a test that detects electrical activity in your brain using
small, metal discs (electrodes) attached to your scalp

23. So What Do you think?
Should advertisers consider to use human minds as a
means of boosting product sales?

24. The ans is, neuromarketing isn't unethical. However, it's important
that companies hold themselves to a high standard of ethics when
studying their consumers.
But, brands shouldn't intentionally promote anything that's harmful,
deceptive, or illegal. Additionally, you shouldn't study minors to
figure out how to hook them on a product.