Neuromarketing, with the help of various brain imaging techniques, analyzes the activity of neurons in the brain at the decision-making stage of people, and quantifies the degree and reason for the reaction to the stimuli subjected. At the same time, by integrating the techniques into sales and marketing, it enables marketing strategies to become more effective. Neuromarketing, which analyzes the subconscious reactions of consumers, offers significant advantages by creating a common language in sales processes.
Companies use neuromarketing studies in the advertising analysis of their brands. Advertising activities are carried out in line with the analysis outputs and the purchasing behavior of the consumer is observed. With this method, advertising budgets that cannot be used effectively can be created in a way that can give a direct message to the target. The design, content, objects, theme, color and making the advertisement watchable by the consumer can be constructed with neuromarketing studies.
IKEA organizes its store layouts according to neuromarketing techniques. It optimizes product placement by observing how consumers move around the store, which products they pay attention to and where they pause. This allows customers to notice more products and spend more time shopping.
Hyundai has used neuromarketing research to improve its car designs. By measuring consumers’ brain activity, they analyzed what emotions certain features of the car design evoked. With this data, they integrated features that people found more appealing into their cars.
Apple is another company that has successfully used neuromarketing to strengthen its brand image. Brain imaging studies have shown that the same areas of the brain (areas associated with emotional connection and admiration) are activated when consumers see Apple products. Apple’s ads and store designs are designed to create an emotional connection with the consumer.
Google uses neuromarketing techniques to understand users’ eye movements and attention points. This allows it to optimize search engine results pages (SERPs) and place ads more strategically by identifying which areas users pay more attention to. With these methods, they were able to increase advertising efficiency.
These examples show how neuromarketing is a powerful tool for brands to both understand consumer behavior and optimize their marketing strategies.
Reference: Psychologist Merve Altındağ
Salman, G. G., & Perker, A. G. B. (2017). Dünya’da ve Türkiye’de nöropazarlama çalışmalarının incelenmesi ve değerlendirilmesi. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 4(3).
