iMedia Connection - ad:tech blog

Marketing inherently entails a certain amount of psychological warfare.  Determining a target market’s thought patterns and utilizing their preferences to effectively boost sales is the underlying goal of every advertising campaign, while consumers are attempting to be more discerning and insusceptible to campaigns.  With neuromarketing, marketers are offered the opportunity to understand consumers’ mental biases from the inside out, potentially elevating everyone to the level of marketing geniuses.
Neuromarketing: The Process

The implications of neuromarketing are broad and open to interpretation.  What is more concrete are the techniques used to yield results.  Neuromarketing can simply be described as an analysis of different areas in the brain that respond to marketing stimuli.  These areas in the brain, usually monitored by fMRI (Functional Magnetic Resonance Imaging) will be inundated with oxygenated blood, therefore providing a distinct and indisputable reaction to a marketing campaign.
Neuromarketing’s success hinges on the ability to predict consumers’ predilections in an entirely new way; instead of relying upon individual analysis of how consumers will react when faced with a buying decision, the buying cycle can be observed and consumers’ opinions throughout the process will be transparently defined instead of subjectively interpreted.
Neuromarketing: The Problems
The big “but” in the fabulous field of... Read more