The Future of Marketing: Neuro-Marketing

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Published: 23rd January 2019
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Marketing is clearly shifting into the digital age in Utah, but what's the next step? Martin Lindstrom's book Buylogy: Truth and Lies About Why We Buy presents groundbreaking theory and experimentation in the emerging area of neuro-marketing. Using fMRI and SST scanning. The author and his research staff conducted experiments with two-thousand volunteers from diverse markets around the globe to put age-old marketing wisdom to the test. The results contradict many traditionally-emphasized marketing tactics. The group's discoveries include finding that brand logos do not have nearly the tremendous effect on buyers as was previously imagined, that cigarette warnings actually increase consumer cravings, that subtle, and even vague, symbolism can create powerful product associations, and most importantly, that the sensory details of sound, touch, and smell can destroy or intensify the likeability of a brand.
Advertising is moving steadily in the direction of applying neurology to its underlying strategies. Since the beginning of the advertising industry, numerous professionals have postulated that effective advertising is the marriage between opposing sides of the brain; the logical and the creative. The risky, haphazard creative process used by many advertising agencies today will be replaced by a process in which ads are created and tweaked to illicit a certain desirable neurological response from viewers. No longer will luck be a factor in successful campaigns. Instead, marketing will be designed around the brain's associations to the product, thus becoming far more successful. The artistic side of advertising will be backed by better research than ever before.
It will not be long before all major companies begin to invest in neurological research to improve their product offerings and their marketing mix. Industry leader Christian Dior reported that it used fMRI scanning to test some its recent advertising; J'adore perfume has performed incredibly well. But what will neuro-marketing look like? Buyology predicts that by 2030, billboards and other flashy displays in metropolitan areas will be supplemented with sounds and smells to alternatively promote brands. The author writes, "Thanks to fMRI, we now know the extent to which the senses are intertwined; that fragrance can make us see, sound can make us smack our lips, and sight can help us imagine sound, taste, and touch…And this assault on your senses will be more effective in winning your mind, your loyalty, and your dollars than you ever thought possible."
Lindstrom's main point is that marketers and marketing in the upcoming years will become more apt at targeting consumers' desires and that as a result consumerism will be more celebrated within our society. This goes way beyond the current digital marketing takeover. The future of marketing is a world of neuro-marketing, where messages about products and services are sent to you through all five of your senses, appealing to you on a deeper, perhaps even subconscious level.
Neuromarketing, neurociencia marketing, neuromarketing Mexico
neuromarketing, neurociencia marketing, neuromarketing mexico

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