E- Marketing and Branding

Neuromarketing
 a field of mk research that studies consumers' sensorimotor,
cognitive and affective response to marketing stimuli
 aims to better understand the impact of marketing stimuli, by
observing and interpreting human emotions.
 the rationale -> human decision making is not so much a
conscious process; the willingness to buy products and services
is an emotional process where the brain uses a lot of shortcuts
to accelerate the decision making process.
 neuromarketing studies which emotions are relevant in human
decision making and uses this knowledge to make marketing
more effective. The knowledge is applied in product design,
enhancing promotions and advertising, pricing, store design and
the improving the consumer experience in a whole.
 the intersection of neuro economics, neuroscience, consumer
neuroscience and cognitive psychology.
 Neuromarketing in different areas of mk
 Neuromarketing in Market Research - the vaste majority of companies under the umbrella of
neuromarketing are active in the market research domain. These companies are experts in
evaluating commercials, ads, new products, or even measure audience responses to media
like broadcasting or movies.
 Neuromarketing in Product Design and Packaging - how a product looks, feels and
functions is affecting the consumer experience in a whole. Applying neuromarketing principles
and neuromarketing testing can provide insights on the emotional effects of design choices.
 Neuromarketing in Pricing - Marketers know for a very long time, that price is an important
variable in the success of product and service. Knowledge on how price information is
perceived and processed is the added value of neuromarketing in this part of the marketing
process.
 Neuromarketing in Store Design - If every in-store decision was taken rationally, your weekly
groceries would take up to eight hours. The success of retailers depends on how consumers
experience their stores and services, how easy they can navigate and how products, price and
promotions are presented (and perceived). Shopper marketing can be enriched by real time
measurements of participants’ emotions in a lab or in-store situation. Retailers can also apply
the scientific principles of neuromarketing in their retail environments.
 Neuromarketing in (Professional) Services - The (professional) service industry depends
largely on human interactions. How (B2B) consumer experience the quality of these services is
basically an emotional process. This explains why the best offer for the best price does not
always win the quote. Neuromarketing brings in some heuristics on how to act for a better
quality. Or for a better perceived quality, because most of the time the decision is taken before
the service is delivered.
 Neuromarketing in Advertising - Neuromarketing applied to advertising uses neuromarketing
principles to develop ads and campaigns. While advertising is mainly a creative process,
neuromarketing can add value by a better understanding the effects of ads on human beings.
Neuromarketing is well developed in ad-testing on effectiveness. Predicting how well it is
related to likability and sales.
6 Neuromarketing Principles

 Don’t use “we,” or talk about your corporation. Focus

on your customers’ pain point, not yours.
 Get to the point. Your message is competing with about
10,000 other messages sent to the brain daily.
 Be visual. Don’t just tell about a product; show it. And if
you can’t show an image, create a mental image for your
customers.
 Keep it concrete. Ads with facial expressions, which
help decode people’s intentions, are one example.
 Close strong. People pay the most attention at the
beginning and end of an ad. This will help ensure
memory storage
 Use emotion. Surprise, laughter, fear, and anger all
cause disruption— and thus, trigger memory.
 How is a neuromarketing campaign
developed?
 neuromarketers focus primarily on the ―back end‖ work. They’re less concerned with
developing the right message or branding than they are with studying the emotions and
memories triggered by that message.
 A neuromarketing campaign is more person-intensive. Whereas typical marketing draws
broadly from a cross-section of customers, through a variety of methods (focus groups,
surveys, customer records, etc.), neuromarketing focuses intently on individual marketing
test subjects— usually no more than a few dozen, and over an extended period of time.
 MRI and EEG machines are used to monitor participants’ brain activity before, during, and
after exposure to neuromarketing techniques. Other physiological sensors that monitor
heart rate, breathing, and skin response may also be used.
 Neuromarketing depends on a process known as priming—an electrochemical reaction set
off whenever a topic is first introduced. Priming allows the brain to recall everything it
knows about the specific topic (as with our opening Coke example). Even before the
conscious mind becomes aware of a stimulus, the subconscious mind has already begun
to process it and respond—all in the course of a single second. Neuromarketing, then, is
most concerned with that second when the response is first formed.
 Once a consumer's brain is primed, new information/stimuli is introduced to allow the brain
to compare this new information with what it already knows, and to form and express
conscious opinions about the product itself. This information is compared to the information
already compiled in the priming stage.
 Once all the data has been collected, the marketing campaign itself becomes more like any
―traditional‖ marketing campaign. Based on the neural and sensory data collected, the
broader marketing team will further develop and adjust the campaign in order to create
maximum engagement, and memory retention, with consumers.
Smartphone Marketing
Mobile use
 Browse the internet, send emails, engage on
Facebook, Twitter and Pinterest, check-in on
Foursquare, shop, find coupons and get
directions.
 Engage consumers in real time with mobile –
from texting and calling, to apps and push
notifications, to social media and QR codes. Use
smartphone to do online business
 Smartphones overtook feature phones in 2012.
 Marketers must be ready to take on the
smartphone’s five common functions- calling,
texting, email, internet and social media.
1. CALLING, TEXTING
 Calling and texting are the most common
ways mobile phones are used.
 Siri is an intelligent personal assistant and
knowledge activator which works as an
application for Apple.Inc’s iOS
 Smartphone have apps to get free calling or
texting
 Voice message and free stickers
2. MOBILE-FRIENDLY
 Mobile-friendly sites turn users into
customers (eg: Groupon)
 Checking email and web browsing has
become the norm for smartphone users.
 People browse Google, Facebook, Twitter
more on their smartphone than ever before
 Mobile sites that load quickly and are easy to
use.
3. SOCIAL MEDIA
 73 per cent of mobile device users in the US
use their phones to visit social networking
sites daily
 Facebook, Google+, twitter, Instagram,
Youtube, Pinterest increase the number of
new register users.
 Using social media to do online business
 Facebook page, Instagram or Twitter
4. PUSH NOTIFICATIONS
 Push notification allows an app to notify you
of new messages or events without the need
to actually open the application
 Allows apps to display a number or 'badge'
on the app's icon.
 As consumers begin to adopt push
notifications as a communication channel
 The Mail icon will show the number four when
we have four unread messages
5. QR CODE
 QR code (Quick Response Code) is a
trademark for a type of matrix barcode
 QR codes have become common in
consumer advertising
 A smartphone is used as a QR-code scanner,
displaying the code and converting it to some
useful form
 Use in code payment, website login, get free
prizes or gift, shop things in online
6. APP STORE AND PLAY
STORE
 Consumers have downloaded 25bn mobile
apps to their Apple devices since July 2008.
 10bn apps have been downloaded from the
Android app store by consumers
 Two biggest mobile operating system, ios and
android
 iOS – App store
 Android – Play store
 App is the new marketing for business
 Use app to do online business
Branding
 The sum of the characteristics of a product
or service as perceived by the user
 The user perceives rellevant unique added vallues
which match their needs most
closely
 Success results from being able to sustain
these added values in the face of competition
 Brand value reflects how a product's name or
company name, is perceived by:
 The target audience for a product,
or
 The marketplace in general
Target Audience
 Important to understand the meaning and
the value of the brand for each target
audience in order to develop an effective
marketing mix.
 The value of the brand for a web-based
company may have heightened importance
due to the intangible nature of the web.
 What is e-Branding?
 “e-branding” is the creation and development
of communications strategies specifically for
brands to have meaning and context on the
web..
 Traditional, terrestriall brand positioning
strategy doesn’’t allways work on the web
 To successfully build a brand is to
communicate your value proposition to the
key customer segment, and do so in an
integrated and consistent way
Brand Association and PR
 You must create an association between yourself
and the person you want to influence, the results
they want to have.
 Your brand needs a face, a representative,
a personality.
 Focus on PR, not advertising. Many companies
waste millions of dollars trying to establish
brands with advertising
 Brands are built on what people are saying about
you, not what you're saying about yourself.
People say good things about you when you have
a great product and you get people to spread the
word about it
 You have to let your customers co-create your
brand through the stories they tell one another
Brands and Human Nature
 Establishing a brand plays into several
facets of human nature
 For example, when we are presented with
a choice between the known and the
unknown, we'll naturally tend towards the
known and if there are several known
entities, we further sort by the one we
trust most
 Methods
 If we want to create a niche and dominate
it, online or off, we need to shape that
niche, to define it, and to use several
different approaches
 e-Mail Advertising
 Cell Phone and PDA Advertising
 Blogs
 Web Sites