2024-02-20 09:40:59
At a time when Tunisian companies are seeking to capture market share, a silent revolution is taking place in the world of marketing: neuromarketing. An innovative approach that goes beyond conventional methods to offer Tunisian brands the opportunity to establish memorable, simple and effective customer experiences.
Neuromarketing, a discipline that operates at the intersection of neuroscience and marketing, has become the master key to understanding and influencing purchasing behavior.
In this context, Abir Jlassi Sdiri, international expert in digital and e-business, explains to us that neuromarketing, in simple terms, is the application of the principles of neuroscience to the understanding and analysis of consumer or user behavior, whether we are talking regarding platforms, e-commerce or mobile applications.
Les stimuli marketing
Based on techniques such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and the measurement of galvanic skin responses, neuromarketing seeks to map the brain and physiological responses of individuals to stimuli. marketing. Marketing stimuli include various elements aimed at influencing consumers. “This includes TV and online ads, product packaging, branded music, and in-store experiences. Customer testimonials, social media campaigns, discounts and brand events are also key stimuli. These elements seek to elicit emotional or cognitive responses, thus forming a holistic strategy to influence purchasing behavior. Each stimulus is carefully designed to create a meaningful connection with consumers,” says Sdiri.
She says in an increasingly competitive business landscape, the ability to understand what really drives purchasing decisions becomes a major strategic advantage. This is where neuromarketing comes in. By analyzing consumers’ emotional and cognitive responses, brands and businesses can adjust their strategies to create more personalized, memorable and, most importantly, effective customer experiences.
It’s all regarding emotional responses
One of the main reasons neuromarketing is gaining traction is its strong focus on emotion. Studies show that purchasing decisions are often driven by emotional responses rather than rational analysis. Understanding how a consumer feels regarding a product, an advertisement or an experience therefore becomes an essential element for modern marketers. “Global giants like well-known brands of soft drinks, sports shoes and many others have already successfully adopted neuromarketing. By understanding how consumers react emotionally to their campaigns, these brands were able to refine their messages to create a more powerful impact,” confirms the international digital and e-business expert.
Sdiri explored in detail how neuromarketing can be integrated into the marketing strategies of Tunisian brands, highlighting concrete examples, compelling statistics and key steps to successfully make this transition to an emotion-focused approach.
The shine of certain brands
Several global giants have already successfully embraced neuromarketing. Their key to success lies in deeply understanding consumers’ emotional responses. The typical example is the flagship campaign of a sports shoe brand, featuring a famous American football player. Even before launch, this brand used neuromarketing to probe consumers’ brains, confirming that the campaign would elicit powerful emotional responses.
But beyond advertising campaigns, neuromarketing offers a new way to analyze data and make informed decisions. Tunisian companies can integrate neuromarketing methods into results analysis to gain deeper insights into consumer behavior. The example of this sports shoe brand illustrates how this approach can not only guide the choice of ambassadors and the creation of campaigns but also strengthen the emotional impact on the public. To develop a neuromarketing strategy, you must clearly define the objectives of the campaign by identifying the emotions to arouse in customers. It is necessary to select appropriate techniques, such as EEG or MRI, based on the specific goals.
It is mandatory to create relevant stimuli based on the results of neuromarketing studies to design impactful advertisements. It is also necessary to carry out careful data collection using neuromarketing methods to measure physiological responses. Finally, analyze the data precisely and adapt the strategy accordingly and continually iterate to stay in step with market developments, said the expert.
Let’s return to the example of the sports shoe company that paved the way for this type of marketing, demonstrating how neuromarketing can be the key to success. For Tunisian brands, the call for innovation resonates loud and clear. To adopt neuromarketing today, one must deeply understand the emotions of consumers or users, and choose ambassadors who captivate the mind, and create campaigns that transcend the traditional.
“The neuromarketing revolution is an opportunity for Tunisian brands to shape the future of the customer experience. Several companies have paved the way, now it is up to us to distinguish ourselves in this new era of marketing. Don’t just be a witness, be the actor who transforms the ordinary into extraordinary. The future of your brand begins here and now,” concludes Abir Jlassi Sdiri.
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