Leveraging the mind in marketing
Through cable television, the Internet and mobile phones, it’s not surprising that the sheer number of ads viewed per day by the average city-dwelling North American has grown from roughly 500 ads in 1970 to nearly 5,000.For this reason and others, marketers are fighting harder than ever to combat the noise caused by competing ads in order to capture the attention of consumers. The key to this fight? Highly targeted communications based on thorough research, science and marketing that appeals to consumers on multiple levels.

By studying and understanding the various conscious, subconscious and emotional factors involved in purchase decisions, marketers and advertisers  can make informed decisions on what people like, don’t like, want, need, fear, are bored by, excited by and so on to create products and messages most likely to appeal to consumers. Intrigued? Here are a few tips for getting started:

  • Incorporate the latest in usability testing in web and product development
    Usability testing, especially in regards to websites, has incorporated eye tracking methods for years as a way to increase engagement and recall while encouraging reading. Consider online website usability tools that will post your site for user review and testing. Closely watch website analytics to determine which pages and links visitors are viewing and clicking in relation to page content. Products and services should also be subject to usability testing and many agencies exist to assist brands in objectively testing. Tight budget? Recruit volunteers to test for you, rewarding them with valuable and unique branded items like a Wine Tote or a Picnic Set.
  • Take cues from the mind for design elements
    There is considerable data already available that points to best practices in design to improve clarity and communication, often developed based on the study of the link between the brain and marketing. The size of a logo, the space between letters, the color of a background, the use of font styles, the use of colors and other factors all make a difference, whether used in marketing materials, online or promotional items like pens or hooded sweatshirts.
  • Have a thoughtful approach to copy
    It is important to remember that it’s not all about design—copy matters. Generally speaking, copy that is “you”-centric, emotionally engaging, visually easy to read and cognitively easy to think about is most effective. Many experts agree that marketers should become versed in theories like cognitive fluency in order to fully understand what works with copy and what doesn’t.
  • Know that users prefer the now
    Research has shown that most people will choose to have immediate gratification as opposed to gratification that is delayed. Meaning they want that free T-shirt or cooler now, not after they send in twelve proofs of purchase. Especially online, streamline the conversion process so consumers are rewarded sooner rather than later.

For more information, read the Blue Paper® on Neuromarketing.

Williams, Jennifer. “Neuromarketing: Add It to the Marketing Toolbox.” Visibility Magazine. web. 19 June 2010.

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