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Examples of Neuromarketing Done Well to Help Inspire Your Marketing Strategy

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Examples Of Neuromarketing Marketing Strategy - Eminent SEO
There’s an intuitiveness to digital marketing that if your campaigns aren’t geared toward each platform uniquely, your advertising and social spends may miss your proposed target audience. Why?

Whether we, as consumers, like it or not, Facebook, Google and other social channels and search engines respond to our behaviors online. It’s the way we receive direct and indirect promotional messaging based on our interests.

Yes, “big brother” is watching our every move. But, there’s another way that marketers can learn about consumer interests and it has everything to do with how we think, feel and react – subconsciously. If you’re thinking, “This sounds complicated,” it is – yet, it isn’t.

The term is called neuromarketing. In short, neuromarketing is based on the head games we play with ourselves, unknowingly.

NEUROMARKETING = 1 PART BRAIN + 1 PART EMOTION + 1 PART RESPONSIVENESS

Chances are you’ve already seen examples of neuromarketing in your day-to-day but weren’t aware of it. That’s the beauty of it – when neuromarketing is executed correctly.

Playing off the way humans react to stimuli (products/services messaging), neuromarketing provides mechanisms to measure:

  • What we respond to,
  • When we respond,
  • Why we respond, and
  • How to tailor branding and sales initiatives to increase conversion rates.

I’ve found some great examples of successful neuromarketing campaigns to share, but before that, let’s dive a little deeper into the way market researchers use technology in neuroscience to get a better understanding of what drives human behavior in the sales funnel.

The Before and After of Neuromarketing

One of the more challenging aspects of predicting how your target audience is going to react to your brand or promotional messaging is that you can’t predict it. People are fickle. Emotional. Transient. Impulsive.

There is no magic trick or special sauce (except for McDonald’s’) that will draw prospects and existing customers to your business. However, neuromarketing can test the waters, so to speak, and provide a consensus of what to expect.

Focus Groups Represent Consciousness

Many marketing agencies will set up focus groups to gauge consumer interest and opinions before a hard launch of a new product or update to a brand. What neuromarketers can do to enhance a focus group session is to bring the science of the subconscious to meet head on with consciousness. This is where it gets interesting – in fact, humorous.

How Often Do We Mean What We Say and Say What We Mean?

Ask your friend if they like Sriracha sauce and you’ll get a roll of the eyes with a screeching, “Well duh, who doesn’t?” Then you ask if she wants to head to Burger King for a Sriracha-infused fish sandwich and the response is, “GROSS!”

Maybe she doesn’t like fish? Perhaps she has an aversion to anything Burger King. But she said she liked Sriracha sauce.

This is part of the challenge in neuromarketing: the many variables of human nature that make what we say not always an accurate assessment of what we mean or how we feel.

The Nitty Gritty of Neuromarketing

Neuroscience Human Responses Consumer Behavior Neuromarketing Quote - ESEOResearchers will monitor how a person sees an online ad, for example, by using an fMRI scan that will provide details of brain activity. In addition, this is a great way to A/B test a promotional message for a marketing campaign.

The “A” ad might show the same copy with a different design or image than the “B” ad. The viewers’ brain activity can give an indication of their subconscious response to each.

EEG images are also used to show how a person emotionally responds to a product or service, depicted on the web, print or broadcast. For online-specific campaigns, neuromarketers track where a person’s eyes move about a webpage, usually going to the most prominent areas of the ad first.

Once noted, marketers can then use the information when choosing color palates for their brand. This also indicates where the primary messages should be placed (layout-wise) for maximum traction, increasing the click-through rate.

There are numerous ways that neuromarketing has come to light and can assist in the go-to-market, prelaunch process. Now, let’s put some sizzle to the science.

Neuromarketing Puts the Snap, Crackle and Pop Back in your Advertising

Perhaps the golden ticket in an advertiser’s ability to successfully tap into the mind of a consumer is by making the experience memorable. The most powerful part of the prior sentence is the word experience.

If you can create an experience for the user, it will be more memorable, will evoke emotion, decrease bounce rates, increase time spent viewing, build more relationships and convert more sales – even if you’ve only got their attention for three to five seconds. How?

  • Poke their curiosity.
  • Challenge their intellect.
  • Ask their participation.
  • Reach their comfort zone.

Not every marketing campaign will hit all four goals noted in this list, but it’s something to keep in mind when considering how neuromarketing can go to work for your business.

5 Examples of Neuromarketing by Household Brands

Neuromarketing invokes the subconscious, allowing advertisers to sway behavior based on emotion without thought…stirring the deeper recesses of our brains. Through neuromarketing, marketers hope to engage our internal chemistry, and that may not come with specific reasoning, but more from responsiveness based on memory or deep-rooted cognition from another time that provides appeal in the present moment.

Apple

While many businesses will pull out all the stops to try to win your attention and, ultimately, loyalty, some companies have a distinct brand presence – so much so, that there is no other brand like them. Their brand is their calling card. Apple defines this strength.

Neuromarketing in this instance showcases the power of simplicity because Apple’s positioning is always about its singularity. In a sea of competitors, Apple is always at the forefront of the industry wave.

When introducing the iPhone, Apple used imagination and how consumers feel separate yet connected by their mobile device, allowing them to enter and exist in their own world – just by turning them on. Apple pokes at the viewer’s curiosity.

Trivago

The online travel booking company Trivago uses the anchoring or comparison approach in its market positioning. Trivago’s brand ambassador presents a specific destination and then lists options for hotels and other accommodations that the consumer may not readily find if they use another booking company.

Through a no-nonsense, sometimes whimsical portrayal, the spokesman here is trying to make the consumer feel silly for using anything other than Trivago. This campaign indirectly challenges the intellect.

M&M’s

Other examples of neuromarketing focus on the brain’s reward center, the same area of the mind that responds to all things pleasurable: sugar, alcohol, drugs and sex. Yes, these are substances that have addictions associated with them. But there’s a reason for that.

Human beings respond to people, places and things that excite the senses, sending messages to the brain that spur desire, anticipation, expectation and reward. Once experienced, the body will then respond in the same way to sight, sound, scent and touch that relates to the first experience. M&M’s draws from this aspect of neuromarketing.

For the last several years, milk chocolate and peanut M&M’s have been depicted as human-size products. Oh, what would it be like to have a 66-inch M&M to nosh on? Fantastic!

Lay’s

This next neuromarketing example is my favorite of 2018 so far: the Lay’s Potato Chip “Operation Smile” bags campaign. I think this one is brilliant! A product packaging rebrand that brings experiential marketing to a multi-layered level. Each potato chip flavor has its own redesign, with the very top of the bag portraying a different smile. After all, smiling is contagious.

The consumer can then take the bag, hold the top of it in front of their own mouth and convey a smile. Just the act of doing it makes the consumer smile, laugh and invite them to share it with their friends or family.

In addition, because each flavor has its own design, consumers may want to buy more than one flavor to experience all the smiles. And when the chips are gone, they will be hard pressed to find another potato chip brand experience to equal what Lay’s offers. Remember, you can’t eat just one.

Clever Turns of Phrases

For targeted audiences by age or geographic area, a marketer might want to tease their memory by tugging at something familiar but with a twist. Known as hippocampus headlines, these clever phrases of copy often use an American adage and change just a word or two near the end.

This draws the audience to what they know, holds their attention and then keeps them considering the message because of the shift. I don’t know of a campaign that uses the following phrase, but it would be ideal for a water-flavoring product:

You can lead a horse to water but you CAN make him drink.

Now You Need a Neuromarketing Marketing Strategy to Understand How Your Customer Ticks

See Our 4-Step Inbound Marketing Approach

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Melanie Stern

Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.

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Making the Most of Communication Technology

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Making the Most of Communication Technology

Text messaging, online interaction and mobile media have already transformed the ways we communicate. The Pew Research Center reports that 56% of Americans now own smartphones. On an average day, 36.6 billion messages are sent via SMS-text message or chat apps like iMessage and WhatsApp. By 2014, that number is expected to surpass 50 billion messages. An increasing number of us spend most of our days using some form of electronic communication to manage workplace and personal relationships.

At the same time, few things can ruin a relationship faster than a miss-timed text or a message taken out of context. A report from Forbes, candidly entitled “Don’t Include Me On a Group Text Message Unless You’re Trying to Punish Me,” reminds us that the rules for proper e-communication etiquette are changing almost as quickly as the technology itself. Because communication technology holds such a prominent place in our daily lives, it’s more important than ever to consider how text messaging, email, and other mobile media are also changing how we build and maintain relationships.

The Upside

When it comes to the upside of communication technology, some of the most promising aspects involve improving collaboration and strengthening existing relationships. Initially, consumers are making good on professional and educational technologies that allow for increased collaboration. Three of the biggest providers of Cloud technology – Dropbox, iCloud, and SkyDrive – report a combined 675 million users. Google’s new(ish) Drive provides not only online storage, but also a platform for synchronous document editing across remote locations.

These types of technologies in addition to text messaging, instant messaging, and video-conferencing have created increased opportunities for convenient collaboration across time and space. In doing so, human communication experts argue that workplace relationships are strengthened in several key ways:

  • Co-workers develop close relationships that some describe are as comfortable as friendships. Text messaging, instant messaging and social networking at work allow employees convenience and efficiency in their communication, so these relationships develop rather quickly.
  • Employees also enjoy increased task interdependence, in that they can use communication technology to manage each other’s availability. When individuals are collaborating on a project, sometimes a quick text message or Google chat is appropriate to answer technical questions, without getting bogged down with the small talk that sometimes accompanies a face-to-face interaction.
  • Finally, employees often create a sense of community around their online collaborations. Communication technology simply brings more people to the table, allowing individuals to grow their social networks and online communities in ways previously limited by time and space. Such features are important in an expanding global marketplace.

These benefits of communication technologies are also evident in personal relationships. In an increasingly competitive and unpredictable economy, more families are living apart for employment purposes. This rise includes not only extended families, but also spouses and their children. As such, text messaging, videoconferencing, and mobile media are often vital technologies that families need to keep in touch. Additional benefits include:

  • A strengthening of existing relationships. Whereas text messaging is not always the most effective way to initiate and form a relationship, mobile communication devices help existing bonds stick together.
  • Combatting loneliness. One of the biggest risks that long-distance relationships face is loneliness, and videoconferencing, in particular, helps to alleviate the burdens of maintaining relationships across great distances.

The Downside

As more and more devices, programs, and platforms are developed, it is important to take a practical and somewhat cautiously optimistic approach to this topic – especially because of the downsides of our growing reliance on communication technologies. The drawbacks also focus on workplace and interpersonal relationship maintenance.

As workplaces become more connected and collaborative, there is a growing concern among organizational scholars that we’re becoming too plugged in. Employees are expected to do more with fewer resources, a phenomenon that Communication scholar Sharon Kleinman called the “culture of efficiency.” Communication technologies are a part of this culture, because they are believed to help speed up several of our workplace interactions. However, there are consequences for this emphasis on efficiency. Colleagues have grown to expect immediate responses to a text message. Employees are expected to respond to emails and text messages after work hours. These changes in communication practices also place significant burdens on workplace relationships.

  • Managers and supervisors now assume that their employees are “always on.” This can lead to work-family spillover, where individuals take time away from their personal relationships to deal with their workplace relationships – often without compensation.
  • The assumption of “always on” also increases the likelihood for employee burnout or other productivity problems – especially when individuals spend more and more of their days answering text messages and emails than doing the work that they’ve been hired to do.
  • Finally, if communication technologies have made workplace relationships more like friendships, then missing a text or failing to respond to an email immediately can prompt a much harsher reaction from our co-workers.

The workplace is not the only space where communication technologies often make our relationships more challenging. On an interpersonal level, text messaging, email, and videoconferencing do keep us more connected; however, they are not a magical fix for all relationship maintenance problems. Psychology Professor Mark Becker from Michigan State has argued that media multi-tasking, or using multiple communication technologies at once, is directly linked to increases in anxiety and depression. Communication scholar Lisa Stafford outlines some additional downsides that we might encounter when it comes to communication technology and personal relationships:

  • A loss of privacy and control. Individuals have little control over the texts or emails that they send, pictures that they post, or other communications that they put on the Internet. Those messages can be forwarded by well-meaning friends or family members in ways that the original sender never intended.
  • Paradox of constant connection. Text messaging can help romantic partners stay close even when they are apart; however, some partners get annoyed when their significant other interrupts them during work or time with their friends.

Developing Your Tech Etiquette

When it comes to managing the upsides and downsides of communication technology, there is no lack of tips for text messaging or rules for relationships. The most important lesson, however, is to develop your own tech etiquette. Here are a few suggestions:

  • Be mindful with your messages. In other words, think before you text. Think about how and when the person on the other end will receive your message, as well as any follow-up messages (e.g., be wary of tech features like group messaging, because they often lead to unnecessary disruptions in the receiver’s day).
  • Take safety seriously. No matter how good your privacy settings are, if you don’t want something public, then don’t post it to the Internet. Additionally, be careful mixing your work and home texts. The Supreme Court has ruled that your employer has the right to view any text messages sent from a work phone – no matter how private you think they are.
  • Formality is ok. LOL, SMH, and other abbreviated text-speak are not for everyone – there is nothing more awkward than a well-meaning grandmother who thinks LOL means lots of love. Chat apps like iMessage and WhatsApp have taken over the market from SMS text messaging, meaning that text messengers can now squeeze in many more characters in a single text. And it’s ok – preferred even, when it comes to business and professional settings – to ditch the text-speak and start using full sentences and proper grammar.
  • Turn it off. Give your brain, your anxiety levels, and your ego a break and turn off the technology every once in a while. The world will go on if you miss a text message. Some industry professionals even suggest declaring “email bankruptcy,” (e.g., kicking up your out-of-office notification to tell senders to re-send their message next week, because you’re not reading anything this week). It’s more important for you to pay attention to other relationship maintenance practices that get lost when we rely on too much technology. Balancing our use of technology with other forms of communication – like a good old face-to-face conversation – is an important part of managing healthy relationships.

How do you think communication technology has changed your relationships?

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This Article was written by Marianne LeGreco, Ph.D., is an Associate Professor in the Department of Communication Studies at the University of North Carolina at Greensboro. Her research focuses on organizational and health communication, and she has published research on using communication technology to assist with community-based initiatives.

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3 of the Best Games for iPad that are Changing the Media Market

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In 2009, the video game industry sold 273 million units, leading to $10.5 billion dollars in revenue (according to NPD Group). This astounding number has been growing exponentially in the past few years as video games have moved into the corners of social networks and telecommunications.

 

With the growing popularity of handheld devices such as tablets, iPhones, and Android phones, these devices have become another platform for entertainment and games. From quick and basic games to full-on hi-resolution epics, games designed specifically for handheld devices are creating a whole new side to gaming, and simultaneously opening the industry as a marketing tool for businesses in other markets.

 

Here, we will highlight a few games that are changing the classic view on marketing and gaming…

 

 

 

“The Dark Meadow” – A true game-changer, this game has some of the most intense and well thought out storylines for a game on any platform, making its strict iPad-only availability so surprising. The game’s high definition graphics, mind-boggling special effects, and frightfully realistic sounds and voices pull the player into a surreal world. Furthering the limitless interactivity of the game is the fact that the player is given incentives to try out other products. These incentives and bonuses are given to the player if they view sponsored sites, demo other games, or order products. Certain items in the game are only obtainable with “Sun Coins.” While these coins can be purchased with “real-world money,” the gamer can also earn these coins by interacting with their sponsors’ web pages or advertisements. This, of course, is not the first game to employ real monetary costs into its storyline, but Dark Meadow has brought it to an all new level.

 

“Six Guns” – Following Dark Meadow’s marketing tactics, Six Guns employs the same sponsor and advertisement techniques as its dark predecessor. The one difference is that Six Guns is an open ended game that doesn’t have much of a beginning, end, or straight storyline. The plot and how the stories unfold is based on the user controlling the character. Similar to the Everquest and World of Warcraft realms, an ever-growing collection of cities, states and regions are constantly being created and updated. This move keeps the gamer interested in the game for years to come. Coupling this long-term use with the ever-growing list of sponsors and advertisers, the platform has the potential to generate a never-ending amount of revenue.

 

“Dominos Pizza Hero” – Quite possibly the most ingenious marketing ploy every created, this app/game took the act of purchasing a product and turned it into a highly addictive game. Tens of thousands of consumers order pizza every night. Many of those ordering have given up the traditional phone call order for the web-based ordering system – as it is more dynamic and fun. With the unveiling of the Pizza Hero App, many are soon to move to a new system of ordering. With this app, you quite literally make your own pizza. From rolling out the dough to saucing the pie, to placing your choice toppings, you control exactly how your pizza will be made. After you’ve made your entire pizza, you can browse through a list of coupons for your area, enter payment information, and even receive promotional news, deals and more. Both fun and functional, you can expect to see more brands taking a cue from Dominos and implementing this same tactic in their own ordering procedures.

 

These are just a few of the newest marketing opportunities being coupled with mobile-gaming, and new apps are appearing in app stores every day. In the days, weeks and years to come, we are sure to see increasingly dynamic and original uses for marketing in video games.

 

 

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Web Traffic on Mobile Devices Changing-up The Cell Phone Industry

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It is no secret that – these days – the majority of cellular phone owners browse the internet and text more than making actual calls. With the growing number of apps and games that hit the Droid and iPhone Markets every day, it is no surprise.

This being said, it is also no surprise that phone service carriers are beginning to tweak their marketing strategies toward this new style of phone use. AT&T were the first to announce to the business and consumer worlds that they were moving to unveil their first round of data-only plans. These plans were prompted by the growing number of people using their phones only for text and data, and making phone calls through many of the web call options that are out there these days.

Realizing that they simply couldn’t compete with the web services offering calls for cheaper – or sometimes even free, depending on the site – AT&T knew that a move toward Data-Only was sure necessary.

The plans, expected to be introduced within the next two years, are designed to target the declining number of minutes used per month in current plans. Under the new plans, the term “data” would not coincide with its traditional definition – that is, it would not refer to text and internet usage only. The idea is to systematically phase out the term “minutes,” or any use of time spent on calls, and replace the metered time with the amount of data used by the calls. In-short, calls will still be able to be made, but would use a portion of your allowed data instead.

While the announcement has been made, AT&T CEO Randall Stephenson told the public on Wednesday June 6th, that while it is not a definite plan yet, he expects that people will be using data-only plans within the next 24 months.

While this move is still in its initial planning stages, it is a very logical goal for phone service providers who have been struggling to adjust to the ever-changing mobile market.

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New Media Marketing and the Mobile Revolution

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With record numbers of consumers now acquiring information through social media, or through other forms of web-based information exchange, new media marketing continues to evolve. If you haven’t yet joined those drinking the Kool-Aid of the B2B mobile platform, you may want to take a second look at your lead generation strategy. Sure, mobile marketing comes with its own unique challenges (screen sizes, user behavior and device limitations are just a few considerations) but considering what it can do for your market share, as well as the fact that your competitors are most likely already using it, you may want to check out a few recent mobile stats, and learn how we can help make web 2.0 marketing work for you!
According to digital business analytics leader comScore, this past August, more than 72.2 million people utilized mobile devices to access social networking sites or blogs. That’s 37 percent more than August, 2010. That’s a distinct upward trend which shows little signs of slowing. In fact, almost 40 million U.S. mobile users access social media sites almost every day, which proves this that social media is an essential part of any B2B lead generation strategy. If you haven’t yet integrated social media into your marketing strategy, better late than never – start now!

So, 40 million people are seeking businesses and organization info on the web. Think you have a solid web marketing plan in place? Ask yourself the following questions:

1. Does my content have inherent value for my consumer/potential client?
2. Is it consistently refreshed and updated?
3. Am I utilizing customer feedback to keep my content relevant?
4. Is my content mobile device-friendly?

Still not convinced that social networks are changing the marketing rules? Well, then consider the following:
Facebook’s mobile users increased 50% to nearly 60 million, Twitter’s mobile users are now nearing 14 million and LinkedIn users number more than 5.5 million. These mobile users are not just posting updates and profile pictures; they are interacting with brands in a myriad of ways – following posted links, clicking on advertisements and using coupons.

Mobile and social go together like peanut butter and jelly, but it’s up to you to creatively leverage this relationship. We can help; let Eminent SEO create a custom social media marketing proposal just for you!

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No iPhone 5 but iPhone 4s and new products here !

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Big disappointment? Looks like an iPhone 5 won’t be visiting us this month, and no clue when it will make it’s debut but Apple did release information that the iPhone 4S will be available for pre-order this Friday, October 7th and available for purchase in store as of October 14th.

Here area few key points about the new iPhone 4S |

New A5 Chip
9 hours wifi
6 hours of browsing
14 hours of 2G talk
2x fast data download
14.4 MBPS download
World Phone GSM and CDMA
8MP sensor
Backside illuminated sensor captures 73% more light
1/3 faster at capturing pictures
Hybrid filter for better colors
F2.4 lens aperture
26 Better white balance image processor in A5 Chip
1.1 Seconds to first picture 2nd photo .5 seconds

Iphone 4s
16GB $199 | 32GB $299 | 64GB $399

As for new product offerings from Apple

iPod Nano
16 new clock faces (one of which includes a Mickey Mouse featured) 7 Colors
Out of the box iPod Nano tracks walks and runs
available today | 8GB $129 | 16GB $149

Last but not least Artificial Intelligence is coming to the iPhone as well! You will have your own personal assistant at your finger tips. Want to get a table for two at your favorite restaurant? Don’t know what’s happening this weekend as far as events go locally? “Take Me drunk I’m home” could be the key words and prompt to your personal assistant to provide that Taxi home. It truly is a simple app that will be integrated within your iPhone to come!

New iPod Touch
32GB $299
64GB $399

Shuffle
$49

As for the iPhone 4 new price will be 8GB for $99

The 3GS will be free on a 2 year contract! That’s huge!

Also supporting cell phone providers will be SPrint, AT&T and Verizon!

I actually just called AT&T and the Apple store downstairs for more information as to what steps to take when pre-ordering and apparently I had more information than what they have been provided with yet! I’m antsy can you tell? Although I wanted my iPhone 5 I will definitely settle for an iPhone 4S!

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