NEUROMARKETIG COURSEIncrease your online sales by exploiting neuromarketing and cognitive science
Knowledge in the field of neuromarketing course and cognitive sciences has really come on leaps and bounds in recent years and there are more and more books on the subject. But is a course in neuromarketing really the most employable choice?
Try doing a Google search to see how much demand there is for a professional figure specializing in neuromarketing and how much for one with an all-around education in digital marketing. We do not want to anticipate any results. You will be able to interpret them yourself. Although very important, neuromarketing is only one piece of a larger jigsaw puzzle of skills that underpin a good digital strategy. But let us understand what we are talking about.
Neuromarketing Course and Cognitive Science
Neuromarketing and cognitive science, are two words that almost take us back to the film Minority Report. We are not far from the concept of precognition exposed in the film, but this time more than in the plot of Spielberg’s film, we delve into the investigation of neuromarketing as the study of brain activity and purchasing behavior.
It was Martin Lindstrom from Denmark who realized how modern neuroscience techniques could be applied to the fields of economics and marketing.
It was he who first unveiled the mechanisms behind irrational buying processes.
Yes, because even though marketing and neuroscience may seem like two disciplines that have little to do with each other, you don’t actually need a course in neuromarketing to realize that this is not the case.
Neuromarketing is a fairly recent concept. Through the use of methodologies linked to cognitive science (a set of disciplines designed to study human cognitive processes including concepts such as neuroscience, linguistics, cognitive psychology, and artificial intelligence) it is increasingly applied in Digital Business to identify the most functional communication channels for purchasing decision-making processes.
More specifically, Neuromarketing and cognitive sciences focus on the analysis of the individual’s brain and the unconscious motivations that lead him or her to engage in certain behaviors that lead to the purchase of a certain product or service.
Indeed, it has been shown that our behavior is strongly driven by automatic processes that occur outside our awareness, and, through accurate measurements, it is possible to analyze the cognitive aspects of the user’s purchasing process.
Returning to the concept of unconscious motives, you will be surprised to learn that between 75 and 90 percent of our purchases are determined by decisions influenced by a non-conscious emotional base.
This is the real revolution taking place in the field of advertising: it is no longer sufficient for companies and brands to consider in their offer the needs to be fulfilled or the solutions to be offered to their buyer personas during the customer journey.
The consumer does not always choose the good or service that is best for him at that moment, but the one he perceives as such.
Neuroscience and Digital Marketing
We are in the presence of an important development in the field of Digital Marketing: a whole series of tricks must be taken into account in advertising campaigns that aim to obtain more emotional responses during navigation because site optimization or good product presentation is no longer sufficient to stimulate the user.
We need to be able to measure the emotions of the user to understand the effectiveness of communication and advertising.
To understand how neuroscience is already integrated into a digital business, we can see some practices that are already widely used by marketers to provide goods and products customized to the consumer’s unconscious emotional needs.
A good course neuromarketing will certainly highlight the importance of using these detectors:
- Eye Tracking: a technique for measuring the subject’s eye movements where he/she fixes his/her gaze while making a purchase, whether in a physical shop or online.
- Heat Maps: a technique that allows us to understand where the consumer lingers the longest because he or she is somehow attracted.
- Placement of impulse products: it is no coincidence that impulse buying products are generally found near the checkout counters of cafés and supermarkets, or near the checkout of the online shopping cart after the transaction is almost complete, as these purchases are always driven by irrational motives.
- Sensory experiences: specific sensory experiences are often associated with one’s brand as a great way to increase customer loyalty. How? By using images that stimulate the appetite for example, or other expedients that can feed our survival spirit.
Neuroscience studies show that the brain uses information from the body, such as accelerated heartbeat, shortness of breath, sweating, and feeling hot or cold when confronted with the offered product.
Digital marketing takes on the connotations of Sensory Digital Marketing because the more we are able to activate the senses of the potential buyer during a campaign, the more likely we are to conclude the transaction.
Otherwise, we will also be able to understand the process-related motivations of the consumer who – if not stimulated – might remain indifferent to the product presentation and thus adjust the focus in the next campaign.
Knowing how to communicate, today more than ever, means transmitting information as effectively as possible. The process of learning and interpretation focuses mainly on how our brain processes what its external receptors send in the form of an impulse.
For companies, knowing the characteristics and limitations of these processes means possessing the vocabulary on which to develop the best web communication and thus also increasing the attractiveness of their services/products/brands.
The benefits of Neuromarketing for companies
Neuromarketing and neuroscience in general help companies understand and predict the impact (i.e. the needs and desires) that marketing activity can have on different areas of the human brain, which is why having those in charge of your company’s advertising department attend a course in neuromarketing or digital marketing is an important strategic choice.
The advantages for the company:
- A strong decrease in error in terms of investment during the preparation of a marketing campaign.
- Increased engagement with the audience as measured by identified consumer emotions associated with their brand.
- Better market positioning compared to competitors.
- More effective messages and information: the content proposed by the company is prepared by identifying the words or attributes that the consumer automatically tends to associate with a certain brand through so-called “behavioral” tests that are based on the automatic and instinctive reaction time of the consumer who perceives the message as effective. The choice of certain colors, typographical choices, persuasion, user experience, and (neuro-linguistic programming) applied to the web and social media are all fundamental elements in the behavioral analysis of users.
Neuromarketing and professional figures
The penetration of Neuromarketing techniques within digital strategies today is absolutely transversal and concerns various digital marketing disciplines: from user experience, to inbound marketing, to content marketing up to e-commerce, which is its most relevant field of application.
User Experience Specialist
He is a complete digital figure who incorporates SEO skills, Web design and applies the principles of neuroscience and neuromarketing to digital marketing because he studies the psychology and behavior of the user during his customer journey to guarantee him the best browsing experience.
In other words, he or she is a key professional because he or she must understand the levers of persuasion and identify the most suitable solutions to increase user satisfaction, usability, and accessibility of a website through design in order to achieve the greatest possible number of conversions. In a company, this fairly vertical professional figure often interacts with an Inbound Marketing Manager and the Content Marketing Manager.
Inbound Marketing Manager
He is a digital professional who analyses the company’s traffic and target market to define buyer personas; he collaborates with visual content specialists, web designers, and user experience specialists to analyze the behavior of site visitors and implement the best conversion strategy to reader clicks. Designs and coordinates targeted website strategies and activities to convert inbound traffic from various digital and web channels into options, leads, and customers.
Content Marketing Manager
He is a professional who develops a content marketing strategy across all digital professions. He is in charge of designing the targeted content but does not deal with the technical aspect or programming. The content manager definitely has a good dose of creativity and text writing technique, with a focus on the SEO (search engine optimization) side.
Content for the web is an effective and powerful marketing tool if it is prepared in a persuasive and captivating manner to attract the potential customer, and helps to increase traffic to the company website. Content produced for the web provides information, but also entertainment, engagement, and stimulation of the user through the activation of the user’s unconscious perception of the product or service being offered.
E-Commerce manager and the course you were looking for
So far, we have offered courses aimed at becoming a specialist or a manager in a single area. You, however, if we remember correctly, were aiming for a course in neuromarketing.
Why, then, not consider an even more comprehensive course in the E-Commerce and Social Area that also includes the discipline of neuromarketing?
E-commerce is definitely the area where neuromarketing can make a difference.
To find out what makes users click on the “Buy” button during their online shopping experience and study all the techniques needed to increase sales of an e-commerce site.
An E-commerce manager oversees all strategic and operational activities of the company’s online shop:
- It creates and manages advanced web marketing activities to make the company’s online shopping site as visible and functional as possible.
- Defines the company’s content marketing strategy. That is, it identifies the most suitable content to engage potential customers and convert them into inquiries and sales.
- Defines and supervises blogging actions on the company’s Blog, the first social media on which the company’s Content and Social Media strategy is reflected.
- He/she is responsible for the company’s social pages and profiles on the main social networks: Facebook, Linkedin, Twitter, Instagram, and other emerging social networks. He/she must therefore encourage the increase of fans/followers and especially their engagement.
- It monitors and seeks to improve the company’s reputation through Social Monitoring and Web Reputation actions.
- Develop Brand Community Management.