Here we are with the first English article on Markethings.net. Many thanks to my Indonesian friend ‘Tuan’ Andika Priyandana for his contribution below! Well-timed – reflecting on Valentine’s Day for those who appreciate, and looking forward to Vision – Neuromarketing...
What do we know about neuromarketing? Do you know what the definition is? If you are a marketeer or you have a deep interest in the business and marketing world, it would be better for you to know about neuromarketing.
Neuromarketing can be defined as a marketing study that applies neuroscientific methods to investigate and understand consumer’s behaviour in a bid to increase the efficiency and effectiveness of the commercial activities of companies.
How about the history of neuromarketing?
Neuromarketing already started its activity since 1991 in the US. At that time, research in neuromarketing were started based on requests by important companies (Delta Airlines, Levi-Strauss, Coca-Cola, etc.). Ever since, interests and researches in neuromarketing are developed more and more.
However, did the application of neuromarketing really start in 1991 or did it already exist centuries ago, for example, during Casanova’s time?
Before we go further, possibly there will be a question about the use of Casanova as an example of neuromarketing studies. First of all, kindly bear in mind that neuromarketing as one of marketing tools has similar purposes with other marketing tools. These are the purposes:
- To understand consumer’s behaviour,
- To discover things inside their mind,
- To find and provide the answers to their problems.
In a similar action, Casanova had applied very effective marketing activities for himself. He had sexual relations with so many women from different backgrounds, that is to say nun, virgin, wife and many others. He seemed to know things inside these women’s minds, as if he is a mind reader. This is what I want to emphasize with the title. Therefore, kindly do not interpret it literally.
In the next passages, we will learn further about Casanova’s marketing methods and marketing to women according to neuromarketing.
The Application of Marketing by Casanova
Casanova, who is widely known as one of the greatest seducers of all time, had the ability to make himself as an ideal lover (read: ideal product). What did he do to make a small number of women could resist him? Plus, we have known that Casanova did not have lots of money or physical appearances as if he was the hunk of the century.
Actually, he did similar steps as other marketers have done.
- Studied the woman,
- Attuned himself in the same rhythm with her moods,
- Studied what her problem was, or to be more specific, what was missing in her daily life,
- Provided the solution.
For sure, Casanova can be considered as a genius. He had all what it takes to be a great marketer:
- Attention to details (a look in the eye, tone of voice, body language, etc.)
- Deep interest to people.
In the end, Casanova got what he wished for (sensual adventure) and the women gave it voluntarily. Sounds legit, huh?
Neuromarketing to women
Hence, in term of marketing world, what is the thing that really motivates women to consume? According to A.K. Pradeep, the author of The Buying Brain: Secrets for Selling to the Subconscious Mind (Wiley, 2010), instinct is what it takes to motivate women to consume a product.
Similar opinion about how women think and act is written in The Female Brain by Louann Brizendine. Inside their brains, emotions filter ideas and concepts heavily. Their emotional brains quest for pleasure and satisfaction. And where are all these activities happening? You should see deep down into the oldest part of your brain, explicitly, your reptilian brain.
Your reptilian brain is the zone of merits and rewards. Your reptilian brain a.k.a. your primitive brain is also your survival reactor. Within this brain, your pleasure zone reacts at 500 milliseconds before your rational zone. If we take a look again to the paragraph above, women’s emotion is more active compared to that of men.
What should we do to ensure the effectiveness of marketing to women? The answers would be the same with the steps that Casanova had done. In short, you should know and understand about women’s needs and wants.
In many studies about women’s behaviours, the results were quite similar:
- Women are driven to nurture,
- Women can easily socialize and create groups,
- Women are a multitasking species.
1. Build Trust and Connection
We should demonstrate the same values and perform credibility along with integrity if we want to drive the relationship forward with women as customers. When a product is able to open the women’s door of trust, women will feel comfortable to build strong emotional connection. In the end, it yields into long-term success of productivity.
2. Exhibit togetherness
We should show the experience of using a product together with others, not alone. Remember, you want to build relationship with female customers, not male.
In between the marketing process, show empathy, appreciation and support to these women. Let them know that the product as the representation of the company is on their side.
Neuromarketing as a new branch in marketing studies may provide a very useful insight for companies. As a matter of fact, there are few companies, especially the ones who have large sum of money, such as Motorola and Procter&Gamble, have conducted neuromarketing experiment in recent years.
However, we cannot forgo conventional marketing researches. In my perspective, the results shown by brain imagery are too general and might open to different interpretation, for example, the elucidation taken when the primitive brain actives can be cumbersome.
Nevertheless, I still consider neuroscience as one of the most interesting studies. Neuroscience and neuromarketing has a future potential to be applied continuously, especially when we want to know the initial reactions to brands and advertisings.
One more point to emphasis, we should not miss vital things in our works. We learn about human as our consumers. They are not machines. There is no fixed formula to learn about them. Thus, be like Giovanni Giocomo Casanova when we want to create a strong emotional bond with women as our customers.
Written by a newbie in Neuromarketing at Novosibirsk, Russian Federation, 14 Feb. 11.
PS: Thanks to Thom Rommens and other fellows of www.markethings.net for giving me the chance to contribute here.