For a basic neuroscience definition, you need to know that neuroscience is a field of research that studies the cognitive, and affective responses of human beings. Essentially, it focuses on figuring out how the brain responds to certain stimuli. In the case of “neuromarketing”, the focus is on finding out how the brain responds to certain stimuli in marketing.
Neuroscience marketing is basically a process that asks companies to consider the research and findings and scientific study before they tackle a process that might help them to influence customer buying decisions.
Often, when brands begin to explore ways of improving their content marketing campaigns, they don’t directly consider psychological concepts. However, focusing your optimisation on neuroscience could help you to appeal to your customers on a much deeper level.
The good news is that you don’t necessarily have to hire a neuroscientist to come and audit your content for you. That is what 6peas does…the key is to make sure that you look at the existing results of neuroscience research, to inform your future campaigns, content, product design, packaging design, employee communications, your brand values, your interaction with customers and employees.
Whilst “neuromarketing” looks at how companies can adapt their brand awareness strategies to influence customers on a psychological level, at 6peas we use neuromarketing to drive our strategy, to drive our tactics and to assist with employee and customer engagement to drive better communications, product design, key customer interactions, campaigns.
If you think about it, approaching branding from a scientific perspective makes a lot of sense, particularly when you consider how much work we put into influencing the human brain:
At 6peas we use the practice of neuromarketing to provide us with better customer and employee intelligence and to use that intelligence to engage more effectively.