There are a lot of big claims about neuroscience being the next frontier in marketing; one of the giants of the marketing world, Nielsen, just completed its acquisition of neuroscience firm Innerscope Research and last year Marketing Sciences acquired consumer neuroscience consultancy, Walnut Group.
In fact, neuroscience has become a marketing tool for the marketing companies themselves, as they announce their latest acquisitions in the field of neuromarketing and snag clients believing that they will be better able to target buyers.
What is the purpose of all this? How exactly is neuroscience being used in marketing? Is all neuromarketing based on the same approach?
The purpose of neuromarketing
Then main aim of neuromarketing, in its most basic sense, is the same as for all marketing: to help companies more effectively sell their products and services.
Neuromarketing professes to tap into the unconscious desires of buyer, as revealed by measuring brain activity. This not only more effectively speaks to the target audience but it can be done in a more exact, scientific manner.
But it’s not as simple as all that. There are actually several ways that neuroscience and marketing are coming together in campaigns…
- Market research into buyer behaviour
Underpinning neuromarketing is the study of how we
You’ve perhaps heard of the buyer persona concept, yet it may still mystify you how such a thing works when it sounds so close to fiction writing. In the world of business, it’s the only time when the world of fiction merges with marketing reality. Nevertheless, the information you use to create a buyer persona still comes from real people who consolidate into a portrait of a prospective buyer.
An encapsulated way to describe buyer personas is targeting your content with a fine focus. This helps put it all in perspective of why you need to create buyer personas as a way of breaking down who you really need to target in your marketing campaign.
How do you gather the information, and what traits do you look for to create the perfect picture of someone who’s likely to buy from you? The sources you can use might surprise you. Also, you’ll be surprised at how much information you can find about buyers from your existing data.
Where Do You Find Buyer Traits?
If you know any fiction writers, one thing they’ll probably tell you about creating fictional characters is they frequently use real people for inspiration. Their world and your world can coalesce in
How can you develop reach and resonance across social, digital, cross generational or cultural boundaries? How do you build the communication mindset and skillset that helps you inspire the best in yourself, your people and your audience?
Developing a message that stands out starts with changing your communication playbook. The goal of a communication playbook is to drive:
Reach: Opening the ears, hearts and interest of your audience
Resonance: Trust, congruency, purpose
Results: Engagement, buy in-the human factor that makes communication work and grow
Here are eight ways to change and improve your communication playbook, while building reach, resonance and results.
1. Less Is More. Short is sweet. Shorter is sweeter.
The plethora of information thrown at as before we eat lunch is extraordinary. People have less time, less patience and shorter attention spans than ever before. Making your case, connecting words that create value for the other party means fewer words that have more meaning, more impact and create value. Think about what you want to say, and cut down your statement, your message to three or four strong words that you want to get
Customer panels are built from lists of customers that have given permission and are willing to take part in research on an ad-hoc basis. This is invaluable to market research, especially in cases where data collection relies on access to research ready participants. Instant access to willing participants guarantees high quality research and ensures you are able to carry out research when you need it.
Panels provide a range of research benefits, but we have chosen our top 6 that demonstrate how the research method can have a positive impact on your business.
1. Insights into Loyalty
By engaging with members of a panel who frequently take part in your research, you are giving them a voice and reassuring them that their opinion counts. In turn, this influences the ongoing development and growth of your company. With their ongoing input, your organization can listen to consumer thoughts and better communicate, adapting to their needs and preferences. In doing so, customers will appreciate the impact their views have on your brand and remain loyal to your company.
2. Ease of Access
Panels guarantee a rapid turnaround of projects. As they are already set up with research ready participants, there’s no need to re-recruit for each future
Cause marketing is a specific form of marketing that basically replaces the traditional and more expensive form of advertising. It is where a for-profit business and a non-profit organization form a formal alliance from which both parties benefit both financially, and by increasing their credibility in the eyes of the public. This is why it is often referred to as “Credibility Marketing”. This article explains in simple terms how such an arrangement is beneficial to both parties.
To understand cause marketing, and it’s benefit in promoting a companies credibility, it’s necessary to understand how the public’s interest in choosing products and services has changed over recent years. Since 2008, in America and the United Kingdom, buying the most expensive product is not viewed as having the same value as a status symbol that this type of purchase once offered. In many department stores, shoppers are clearly looking for what is practical, and cost efficient. They are also much more aware of the impact on the environment, their community, or the global community their purchase might have. This is the heart of cause marketing, as it offers the value of contributing to the larger goals that interest the public.
A Smaller World with
Whether you are composing a strategy for success, making a pitch to financial specialists, or dispatching another item, Market Research is a vital initial step. For little organizations, specifically, holding expenses down is a progressing need. Luckily, there are an assortment of innovative ways little organizations can get to the data they require without paying excessively. Examine the accompanying five systems for a few thoughts.
Join Trade associations and read industry distributions.
Trade associations can offer you some assistance with staying a la mode on what is going on in your industry. These associations as often as possible offer systems administration occasions, meetings, magazines, pamphlets, and different gatherings that can furnish you with an abundance of applicable data. By joining an affiliation, you can obtain entrance to aggressive data about patterns, prevailing fashions, and market shifts.
Take a gander at your rival’s promoting and deals materials.
Frequently audit your rival’s promoting materials for bits of knowledge into your industry and business sector. Look at their sites and examine their promotions and press units. How are your rivals situating themselves? Who are they attempting to reach? What items would they say they are pushing the most? These inquiries can offer you some assistance with gaining
Concerned about your retention rates? You’re not alone. Professional & Trade Associations across all industries are showing growing concerns, whether their membership is currently rapidly declining, or whether they have noticed a slow trend, and want to turn the ship around while they can. Here are a few tips to help you get started:
- Use communication preferences: We will assume that you understand that it is important to ask HOW your members prefer to be communicated with. Whether it is by email, on Twitter, Facebook, LinkedIn or another social media network, or through other means, doing this enables you to gain valuable intelligence on what systems you need to have in place to engage your members. It is also just as important to use them; play in their sandbox, don’t ask them to play in yours. What does your communications plan include? Does it match the needs of your members?
- Mix It Up: When gathering communication preferences, it is imperative to ask for all possible formats, not just the ones you have in place now. That way, you are able to devise a communications strategy that makes sense. Some messages can be sent by email, some by text, some a simple reminder on
Do you have a business that you’d like to take it to another level? You should highly consider hiring a business marketing consultant.
What The Consultant Will Do
There are many things that a business marketing consultant can do for you:
Gather information: it’s the role of the consultant to gather information on the right marketing strategy to use. The consultant will analyse the market and find the customers that you should target.
There are two types of research methods that a consultant can use: qualitative and quantitative. Qualitative research is great as it’s in-depth and provides you with a thorough understanding of the market and your target customers.
Quantitative research on the other hand relies on averages and percentages within a given group. This research provides you with a broader view of the market.
Data analysis: after the consultant has collected data, he/she should now analyse it in order to come up with a report and recommendations. Most consultants understand how to professionally use market forecasting and statistical software programs that make it easy for the consultant to analyse the data that they have.
Recommendations: the business marketing consultant will come up with recommendations on what you need to do to push your business ahead.
Most people think that starting out in business is pretty expensive and so they hold back because they doubt their ability to fund it. However, there are ways to start on a shoestring budget. And here are a few ideas for you…
-Go where your prospects are in great number and tell them what you do. So, you don’t have cash. Take some time to figure out who your ideal customers are and then decide where you think they will be and take some time to go and see them where they are in great number. Think Meet up groups, think low-cost networking events, set up your own networking events and invite people to your event. Keep it low-cost and use a community funded room or a room in a local restaurant where they are willing to allow you bring people to the restaurant as long as your prospects buy something. Have a mini-speech prepared which tells people exactly how they can benefit from working with you and collect business cards from anyone that seems interested in speaking to you again.
-Set up an email marketing campaign – Sending emails are fairly low-cost. Most customer relationship management systems provide a 30 day
We all have things we avoid around the holidays: annoying family members and acquaintances that reappear every time you go home, seasonal house cleaning, Auntie Emma’s fruitcake… Leading up to the holidays, however, it is even more important to avoid mistakes at work. Because the holidays are such a busy time, marketing and sales processes often get hectic and overwhelming for small businesses. It’s essential to keep everything organized and efficient, and there are lots of potential mistakes that you need to watch out for.
1. Missing the Boat
If you don’t start planning early enough, your holiday marketing campaigns won’t go out on time. When customers receive holiday marketing messages too late, they have usually already made their purchases elsewhere. You lose revenue and your business looks like it’s not on the ball. You should begin planning for the winter holiday season in September. When you actually start sending depends on your business and your customers. Review how your holiday campaigns performed in previous years and research what other similar businesses are doing, then decide when to send out each campaign.
Follow a strict time schedule. If you start holiday marketing too early, it won’t be successful either. Customers generally aren’t in