New developments in technology has led marketers to use a new processes to exchange information with end users the result: Neuromarketing.
Neuromarketing in easy-to-understand terms is the use of different technologies (magnetic imaging, EEG) in order to measure consumers brain responses to certain information. The marketer may use this information to find out what consumers do and do not like. The processes has been found to work. Studies have shown that Campbell Soup has introduced a new label campaign in response to research they have done on consumers through Neuromarketing. In addition, the use of Neuromarketing has led Frito Lay in developing a new ad campaign.
The use of Neuromarketing has made it more clear for marketers to distinguish between likes and dislikes of consumers. Unlike conventional methods such as market research analysis the use of Neuromarketing gives companies definite answers as to like and dislikes of products/services. The use of focus groups in the earlier studies found that when people were asked if they liked a particular feature of an item most answered "yes" when they actually "didn't" like the feature. This gives companies better use of information they receive when marketing.
Neuromarketing in the twenty-first century means companies now have the access to get inside our brains to really know what we do and don't like. Now we can look forward to companies producing what we exactly want. Right....!
Neuromarketing seems to be aiding science in winning the battle with "religion". By religion, I mean companies believing that consumers "like" their product because a survey said that people responded 'yes' to whether they liked the product or not. So Neuromarketing it is viewed as a scientific truth that people are responding in a specific way towards something, not just products but to ads as well.
ReplyDeleteIt is frightening to think that Frito Lay will know more of what kind of chips I would like to buy than oneself and they are scientifically able to prove it. And who would believe that EEG or MRI would be used to determine what we really want to buy other than helping fight brain tumors or detecting the severity of concussions?.
I think that neuromarketing is is a great way for companies to focus on target markets. There are a lot of people who thing of all the negative things that may come with neuromarketing, but I don't think that anyone has really considered the potential benefits. Maybe this will clear up some of the advertisement clutter that is all over every social medium.
ReplyDeleteThough, I do agree that it is a bit frightening that marketers will have such an in-depth and intimate insight into what I "want." In any instance only time will be able to tell how effective this can be without having major dilemas because of ethical problems.