Two worlds that merge to the point of finding a perfect synthesis, neuromarketing is a fundamental science to improve even the most studied of customer experiences.
It comes natural to ask why, let's find out together!
Martin Lindstrom, in his book “Neuromarketing. Brain Activity and Shopping Behaviors ”offers us a perfect explanation. The author writes: "I wanted to understand why consumers were attracted to a particular brand of clothing, a certain brand of car, or a particular type of shaving cream, shampoo, or chocolate bar. The answer is, I realized, somewhere in the brain. "
In fact, only by studying the deepest, most secret and hidden thoughts of people - thanks to the tools that neuromarketing uses - is it possible to offer consumers what they want and improve their experience with the brand.
Established that individuals are hardly able to tell the reason for their choices, which for the most part occur below the threshold of awareness, neuromarketing was born with the intention of study how the mechanism of choice is really structured and its ultimate goal is to make marketing strategies as effective as possible.
The term "neuromarketing" was coined in 2002 by professor Ale Smidts, who first referred to neuroscientific techniques applied to marketing.
Through the neuroimaging tools, neuromarketing studies the mechanisms of consumer choice.
Why is it more reliable than qualitative and quantitative research?
Neuromarketing he can also provide an explanation for sensations and emotions to which we are not able to give names or that we would like to hide, something that cannot emerge with the research carried out at a conscious level.
The customer experience
The customer experience is defined, instead, as the perceptions people feel during their interactions with brands. It is therefore about the quality of the consumer experience.
Brands, to build the customer experience, use a very important tool, namely the customer journey map, which is nothing more than an overview of all the steps that the consumer takes from when he comes into contact with the brand until after the end of his experience.
The series of actions that make up the consumer's total experience during his interaction with the company are called touch points.
How to apply neuromarketing to the customer experience
Neuroscience - and therefore neuromarketing - in recent years have begun to be increasingly applied to different marketing areas, such as advertising, web usability, point of sale and many others.
Why did they try to combine these two sciences?
The answer, in reality, is before our eyes: people. That's right, the reason is people since it became clear that, thanks to neuromarketing, consumers' thinking could be studied and understood and, therefore, offer them what they want.
Neuromarketing studies suggest that people decide to buy emotionally, but then they need to rationally justify the choices made: this is why marketing strategies must stimulate both the emotional and the rational hemispheres.
In the last few years, neuromarketing has provided an optimal solution to the structuring of the customer experience. In fact, if until a few years ago information was found consciously by people, it is now clear that this is no longer enough.
Objective and observable data are the only possible bases.