Newsletter - Cool Science: 3 Lessons from NeuroMarketing
Performance Marketing Newsletter
March 2010
Cool Science: 3 Lessons from NeuroMarketing
Dear Reader,
Welcome to Performance Marketing, the monthly newsletter for online marketers looking for results.
Have you ever wondered what really motivates your customers? As competition becomes fiercer in this economy, market research is becoming increasingly sophisticated. To gain insight many advertisers are turning to the field which reveals consumers' decision-making process: neuroscience.
This month's feature article by Patrick Renvoise, the founder and president of SalesBrain [http://www.salesbrain.net/users/folder.asp], describes three lessons for online advertisers from the world of neuroscience.
All the best,
Daniel Laury
Founder, President and CEO
LSFinteractive
dlaury@lsfinteractive.com
LSFinteractive a BtoB Top Agency
We are proud to announce that LSFinteractive has been named once again as a top agency by BtoB Magazine's 2010 Top Agencies Report. BtoB Magazine, the leading business marketing publication in the U.S., annually publishes its Top Agencies listing, which recognizes the best national agencies.
Feature Article
Reaching the Inner Decider: Three Lessons from NeuroMarketing
NeuroMarketing, the new science of human decision, is gaining visibility at a time when marketers are experiencing tremendous pressure to perform. A day rarely goes by without hearing how brain scans can help businesses market to consumers more accurately and less expensively.
So far, most NeuroMarketing programs have been used to enhance print, video and other offline advertising platforms. But NeuroMarketing can also be used to optimize online campaigns. Here is a summary of the latest research on the brain and how it can apply to your online advertising.
Lesson #1: Not 1 Brain, 3 Brains.
NeuroMarketers tell us that we, as consumers, don't only use one brain to make decisions but in fact use three distinct portions of our brain.
The new brain processes rational data and "thinks" about the decision to buy.
The middle brain processes the emotional component about the decision.
The reptilian brain processes our instinctual reaction and actually triggers the decision.
Lesson #2: Instinct wins out.
The three portions of our brains are constantly trying to influence the final decision but the actual referee of the decision is the Reptilian Brain, our ancestral and instinctual brain.
Lesson #3: It's all about me.
The reptilian brain can actually only be triggered by one of six stimuli: self-centered, contrast, tangible, beginning and end, visual, and emotional.
Let's now apply one of these concepts to a landing page or a banner ad.
On most landing pages the advertiser displays a picture of its own product or service. This ignores the role of the first stimulus which shows that the consumer is self-centered: he or she only cares about him/herself and may not be interested in your product at the moment s/he sees your banner or arrives on your landing page.
Let's look at an example. If you promoting an airline company you could use the following image as your landing page or banner:
|
Or you could use this one: |
 |
The first image, focused on the vendor, is not effective at reaching the reptilian brain of the consumer because does not trigger its self-centered nature. The second image is better because it is about the world of the prospect and it satisfies its self-centeredness.
These predictive findings are confirmed in the following brain scans. These show lower brain activity for people exposed to the route map (on the left) and higher brain activity for those exposed to the print ad (on the right). The blue shows areas of low oxygen consumption that correlate to lower brain activity and orange displays higher brain activity.
By methodically applying all six trigger stimuli, the savvy online marketer can expect to boost click-throughs, conversions, and ultimately, sales.
Stop marketing, start NeuroMarketing.
About Patrick Renvoise
Patrick Renvoise is the founder and president of SalesBrain [http://www.salesbrain.net/users/folder.asp]. Salesbrain is the only NeuroMarketing firm in the world offering research, coaching and training services that help companies target and trigger the part of the brain that decides. The work is based on recent scientific discoveries in Neuroscience that have been transformed into breakthrough business benefits.
