If neuroscience has shown something to brands in recent years, it is that it can serve as a guide to improve many things and that it can help them understand consumers much better and serve them exactly what they want to serve them. Neuroscience studies how the brain of consumers responds to the messages and stimuli it receives and allows messages to be repositioned so that they are more effective. The long list of companies and sectors that already employ it includes more and more varied companies. From restaurants to supermarkets, to ecommerce or design firms, everyone takes into account what has been learned from the study of the brain Chile Mobile Database. To this can be added that some environments have specific problems to connect with the consumer and to do so in a way that is attractive and that the consumer receives in good taste.
Thus, brands are increasingly focused on mobile consumers, since mobile is an increasingly important part of their day to day. Consumers use mobile phones more and more recurrently and take it with them to more and more places. Mobile phones are a fundamental part of their daily existence and one that they value more and more, which makes brands increasingly interested in positioning themselves in those environments. The investment that companies make in digital marketing for mobile phones is increasing and the different mobile advertising formats occupy more and more space in their budgets and therefore take more and more money. But, although brands are increasingly interested, consumers are increasingly reluctant to receive those messages that companies want to send to the world.
The boom in mobile adblockers is just one example of this situation and one that shows that consumers are not willing to allow what they did accept on desktop on mobile. Brands will have to be more efficient, more effective and more direct when creating the messages with which they want to reach consumers. And that’s where neuroscience comes in, closing the circle again. Neuroscience, using its neuromarketing arm, helps brands position themselves with messages that work much better and that are much more direct in their approach to consumers. They are messages that are called to function and that respond to what the consumer wants to find.
How can neuromarketing be used to make mobile advertising and brand presence in these settings much more effective? Neuromarketing for mobile As they explain in an analysis in Adweek , now that smartphones have become ubiquitous, neuromarketing specialists are shifting the focus of their attention and are increasingly dedicating themselves to understanding, using more and more tools and of more types Brother Cell Phone List. , how consumers receive the messages they receive on their mobile and how effective they are. Industry voices confirm, in fact, that interest in neuromarketing is on the rise in markets as varied as Asia, India or the United States. What has neuromarketing discovered so far about how the brain receives mobile messages, and what exactly is being investigated? One of the big issues that concern brands is the size of the screens.
Smartphones make screens much smaller than they used to be, and size changes the way the message is perceived. Considering that there are more and more screens and of more varied sizes, their analysis is a crucial issue for companies. Neuroscience has also shown that the smaller the screen, the worse the messages are processed in the brain: branding manages to reach the consumer worse when it arrives through a smaller screen. This forces to modify how messages are launched and what brands are doing. In fact, another study , this time by Facebook, showed a few months ago that, although messages are processed better on large screens, they get more distractions (it is easier for the consumer to get distracted) and that it is best to do a combined approach.
If you want to get the best memory and have the content processed better in the brain, you have to launch a message on a large screen, such as TV, and then complete it with one on a small screen, such as a mobile phone. Not only do brands want to know how consumers respond to different screen sizes, but they hope to measure all kinds of reactions, as they do when looking at non-mobile marketing. A Spark study for Rovio (the Angry Birds) and Ford looked at overall consumer response to mobile ads to understand when they were most frustrating. Their conclusion is that serving ads at the most exciting time is wrong. Their ads positioned before the bird launch moment (the game’s peak moment) were far more frustrating than those served after the game.