Takeaways

  •  Curious about neuromarketing? To help brands new to neuromarketing navigate the waters, we asked our senior staff and directors to answer the question: Why should brands adopt neuromarketing?

Why should brands adopt neuromarketing?


22 September 2016
Thought Leadership
2 mins

Neuromarketing has been a hot topic amongst marketers for the past several years, but why should brands buy into it? What can senior marketers learn from neuromarketing that they didn’t already know and why is neuromarketing being adopted so heavily?

As digital continues to infiltrate every part of our daily lives and as the eCommerce landscape expands, more brands than ever are exploring the connection between human behaviour and brand loyalty. And the brands really getting ahead are the ones asking why consumers do what they do — especially as it relates to the online customer.

To help brands new to neuromarketing navigate the waters, we asked our senior staff and directors to answer the question: Why should brands adopt neuromarketing?

Here is what they had to say...

 

Why should brands adopt neuromarketing?

Jonny Tooze, MD & Founder

@jonnytooze

Neuromarketing enables brands to make more informed decisions in their creative direction and communication for their marketing and advertising strategies. It helps them to relate to customers and emotionally engage them — leading to better sales, conversions and loyalty.


 

Tom Head, Director 

@tomheadlab

1. To get results!

2. To learn more about how your consumers think AND feel.

3. To evolve, to push the bar, to move things forward...you cannot be stood still. 

 

Matthew Lloyd, Account Manager

@mralloyd

The fact that neuromarketing enables brands to understand behavioural trends that the consumer often isn’t even aware of themselves provides a counter argument to surveys and focus groups. It is about establishing a ‘deeper emotional understanding’ using unbiased, reliable research methods.

A brand can make far more robust assumptions based on someone’s sub-conscious state as there are no external-influences in play.

 

Justin Thorne, Head of Strategy & Performance Marketing

@justinthorneuk

Many brands may be buying all the inventory they can from certain channels such as Search, and are locked in an infinite optimisation cycle, trying to squeeze out 0.5% ROI assuming the silver bullet is from multi variate testing buttons, images, and text. 

We have to remember at the end of all of this high tech marketing is a human being. If you can define the motive and the cognitive nudges required to drive performance at the outset of a campaign, you can reset the bar and leap over it.

 

Toby Kesterton, Client Account Director

@tobykesterton

The holy grail for brands is to connect to people and have relevant one-to-one conversations. Neuromarketing offers a set of tools to understand the customers immediate needs and deeper wants and offers practical outcomes on how brands can be customer focused in their comms.


Takeaways

  •  Curious about neuromarketing? To help brands new to neuromarketing navigate the waters, we asked our senior staff and directors to answer the question: Why should brands adopt neuromarketing?

Meet the Author

  • Anna Sterner
  • Marketing Manager

Anna has several years of experience of working with marketing in a number of European countries. Her passion for branding led her to London, where she recently completed a MA in Brand Communication at Goldsmiths University of London. In the role as Marketing Manager at Lab, she ensures that we remain top of mind amongst digital agencies in the UK. 


annasterner [12:58 PM] Anna has several years of experience of working with marketing in a number of European countries. In the role as Marketing Manager at Lab, she ensures that we/our brand remain/s top of mind amongst digital agencies in the UK.