Reinventing marketing: Surviving a crisis using Neuromarketing

At a time when Covid-19 could cost the global economy $2.7 trillion, according to an article published by Bloomberg, it’s normal for all of us to be scared, and for companies to feel paralyzed. But if there’s one thing that other difficult times have taught our businesses, it’s that “those who are not seen are not remembered”.

For those who want to see their brand gain some prominence and not be forgotten in the crowd, the secret is in the reinvention of marketing (after all, when all this passes you do not want your customer to remember your competitor instead of you).

To increase our knowledge of the subject, we turned to an article published in Forbes. In it, the author,  Robert Reiss, shares some insights he had in a conversation with Pranav Yadav, founder, and CEO of Neuro-Insight US, a neuro-analytical consultancy that maps the human subconscious to gain insights into human motivation and desire.

The change in marketing

More than ever, we know that marketing’s basic principle is to understand the customers’ problems and to bring them solutions. To sum up, it is marketing that fills the gap between the needs from one side with a product available on the other.

The point is that the same way an entire economic ecosystem is in a state of uncertainty, because of a pandemic, so are many marketing departments, which is often overlooked by companies that see it as an expense.

Although we don’t have an exact date on when all this will end, we have to consider a post-pandemic scenario. Or even a scenario of behavior change during the crisis itself.

For example, how will people react to physical proximity and crowded places? How long will it take for industry events and fairs to start taking place again?

These are issues that deal with human perception and, therefore, should also be concerns of marketing departments. The explanation is simple: as Pranav Yadav says, “If marketers don’t get their act together trying to understand the human on the other side, the only curve that’ll flatten is the recession curve.”

Marketing and human perception

There is a discipline that unites the two points. We’re referring to neuromarketing, which uses neuroscience to better understand consumer behavior.

Based on a technical definition, neuromarketing can be described as the science that studies consumer behavior, applying knowledge and tools in neuroscience. When knowledge in neuroscience is applied in the field of marketing, we have what we call theoretical neuromarketing.

When methods or research tools are applied in neuroscience to conduct market research, we have applied neuromarketing. Yadav comments that neuro-insight uses a patented methodology called steady-state topography (SST) to measure brain activity while participants are consuming any type of stimulus on any type of platform.

By doing so, you can learn how people react to the ideas or messages they are exposed to. Yadav says nine of the 55 Commercials for the 2019 Super Bowl have been optimized by Neuro-Insight.

According to the Forbes article; “a then up-and-coming beer brand introduced a new product using an idea from digital that they were translating to TV, during the 2019 Super Bowl. We measured the second-by-second brain response and saw that while the narrative was fantastic, there were certain key moments that were inadvertently and prematurely signaling to the brain the story was over, which was stopping people from taking away the key message. Note that one could only tease this out using a second-by-second brain measurement. We identified and optimized those scenes and the narrative helping maximize brand performance within the creative leading to a 12% jump in awareness after the big game and it is now the fastest-growing beer brand.”

Neuromarketing, therefore, reinforces something we already knew: that most of our decision-making takes place in the subconscious. Therefore, Yadav makes a reflection, saying that “when we do emerge from this health crisis, my hope is we become a stronger human society elevated by the greater understanding of both the visible and the invisible, conscious and the subconscious.”

And then we can talk about customer relationship

For us to come out stronger from this crisis we need to be bold. However, for marketing to “be bold” does not necessarily mean dare to spend a lot of money or to have a revolutionary idea.

Whenever there is a crisis, companies need to understand that they must act intelligently, thinking in the long run rather than focusing on what they are living in at the moment. Even if you can’t sell now because your client is down, you can still build a very strong relationship with your clients.

This is a possibility, moreover, that nowadays should be seen as an obligation to any company that wants to survive. With people spending more time in their homes, social networks are even more accessed. Your communication with your client can start with a post, for example.

Bringing this into the neuromarketing context, remember that in social networks the visual stimulus is very powerful. Therefore, make sure that the message has images that generate impact and can entice the viewer.

Especially when we can’t bring a physical product to a customer, 3D images and videos attract attention whether that customer is an end consumer (B2C) or another company (B2B). Keep in mind that in terms of neuromarketing, even if your customer doesn’t buy now, the fact that a message stays in your unconscious will make all the difference in the future when the current scenario is over.

Wrapping up

Given all of this, don’t make the mistake of leaving your client aside just because other companies are afraid to act.

And don’t forget to, follow the advice of Pranav Yadav in the Forbes article, and always seek to understand the human on the other side of the interaction. So when you’re creating your strategy or developing the next campaign, focus on what your audience needs.

With certain campaigns, you can entertain the audience (as in Augmented Reality campaigns) while presenting your product and creating an emotional connection.

And for more articles like this, check out our Signia InSights.

‘Till next time!

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