Neuromarketing: The Frontier of Digital Engagement
In the early days of marketing, most organizations wanted their audience to view their advertisements and retain a product or service they offered. Of the hundreds, or maybe even thousands, of people who happened across these advertisements, they hoped to find at least a handful of potential customers. If others walked away with just the name and location of their business, it was all the better. During this period, marketing was all about flooding prime traffic locations with promotional messages.
However, keen marketers soon recognized trends in the industry. It became evident that people seemed to be more motivated by some advertisements over others. Naturally, marketing companies studied this phenomenon. Eventually, they were joined by psychologists and neuroscientists who recognized the scientific merit of this field. Neuromarketing was born, spurring a revolution of nuanced, targeted, and streamlined marketing campaigns.
You’ve probably already heard of the basics of neuromarketing. For example, fast food companies often use red in their logos and color schemes because it’s known to stimulate your appetite, while cosmetic products often use blue because of its calming effect and association with the medical industry. However, you’re likely unaware of the extent of modern neuromarketing, especially in the digital landscape. A professional marketing team can go over your business’s digital presence and look for ways to elevate your message. Every aspect of your digital presence communicates something to your audience, whether you know it or not.
For example, where is your subscribe button located and how prominently is it displayed? If you provide products for sale and it is at the top of your page, visitors may disengage from your content as they perceive it as primarily promotional. However, if you provide informational services and it is at the top of your page, visitors may jump at the opportunity to access more of your content. This is only one aspect of how the layout of your website may affect your visitors, but there is no shortage of insight offered by neuromarketing researchers.
Professional digital marketers are familiar with various techniques to motivate people to not only visit your pages, but engage with your content too. Studies have found that people spent more time on digital content that included graphics than those that did not. Although graphics can be incredibly engaging, it should also adhere to the internal consistency of your brand to present a more uniform and professional appearance to site visitors. Conversely, ill-suited and generic graphics can actually harm your branding to more digitally literate users. This is why professional digital marketers are so important, as they can provide you with engaging, quality content.
Some studies have also tracked eye movement to devine where people consciously, and unconsciously, spend the most time looking at and thinking about. They discovered that people primarily look at the graphics, pictures, and prices on any given website page. They spent significantly less time looking at product specifications and descriptions. Marketers have used this information to finely design the layout and content of product pages.
For example, as potential customers are unlikely to engage with large text blocks in a product’s description, this area must be abbreviated and made as efficient as possible. This must then be balanced against the inclusion of keywords that motivate potential customers to complete their purchase, as well as keywords that allow for the best possible search engine optimization. Professional digital marketing agents can offer your business the benefit of the latest research on neuromarketing. This helps you tap into human nature to provide your customers with the best experience possible, motivating sales and stimulating the growth of your business.
Perhaps the best place to witness the tremendous success of modern digital marketing is the app landscape on smartphones. Companies such as Uber, DoorDash, MyFitnessPal, and Duolingo all service various different industries, yet they excel in their area because of their incredible ability to draw in users. Smartphones are the key to modern consumers, so optimizing your mobile digital presence is just as important as computer-based perspectives. Consumers are far more likely to engage with content, commit spontaneous purchases, and access your business, if they can do so in a comfortable mobile friendly way.
The first step to reaching your full potential is through digital marketing optimization. Your best bet at this are marketers who are familiar with the latest cutting edge science and technologies in marketing. Leveraging neuromarketing is just one way in which they can take your company to the next level.