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![neuroscience-in-marketing.jpg](/uploads/neuroscience_in_marketing_acf0e571b2.jpg)

Our thoughts, feelings and actions are simply the results of neural activity in the brain. Marketers widely use insights from neurobiology to guess consumers' desires.

Thanks to neurobiology, it is possible to predict consumers behaviour and even manipulate their decisions. Neuromarketing used to be considered an unconventional approach, but in recent years results of neurobiological researches have become much more popular among marketers. For example, they show that users rely on intuition when it comes to making risky decisions (such as buying from an unreliable online store) and that advertising banners on social networks attract more attention than those on blogs.

**According to Marketing Charts, 70% of marketers in 2020 used Facebook for advertising and 41% used Instagram.**

![Social media advertising.jpg](/uploads/Social_media_advertising_aa7153ae24.jpg)

## Neuromarketing techniques that worth trying out

### Loss aversion

For human beings, the pain of loss is stronger than the pleasure of acquisition. Think back to Black Friday: consumers are not only passionate about making a purchase because of big discounts on a product, but the idea that they will miss out on a good deal plays an important role. Amazon uses the same neuromarketing method when it lists products that will soon run out of stock.

### Decision paralysis

Consumers have a hard time making purchasing decisions. Paralysis theory explains it this way: when we have a large assortment of products in front of us, the brain actively analyzes them and eventually freezes into inaction for fear of making the wrong choice.

Usually, consumers are provided with a long list of goods, and so they get lost in front of the assortment. If you divide the list into groups that are easier to perceive, the result will surprise you.

## A scientific approach to marketing

Let’s turn to statistics. Creative agency Fabrik cites the following data:

- 90% of consumers' purchasing decisions are made subconsciously;
- human brain processes visuals 60,000 times faster than text;
- marketers spend up to 70% of their time attracting the attention of customers.

There are researches proving that advertising with people is more effective than advertising without them. Consider the packaging of Lay’s potato chips or Kinder Chocolate milk chocolate. On the former, you can see celebrities, on the latter — smiling children.

<Note>
Google, Disney and CBS have already invested in neurobiological marketing. If such «giants» are serious about neuromarketing, it makes sense to follow suit.
</Note>
![neuromarketing-based packaging.jpg](/uploads/neuromarketing_based_packaging_4d3fd31e1f.jpg)

### We suggest 4 ways to use neuroscience in digital marketing:

**1. Effective marketing requires emotions.** When your brand evokes a certain emotional response from the audience, people will subconsciously remember you as soon as the right trigger is launched. This is where visual neuroscience can be helpful.

**2. Pay attention to prices.** Have you ever wondered why the prices of many products are, for example, 299.99 or 399.90 euros, and not 300 or 400? Our brain subconsciously sees such numbers not close to the value, but quite different. The lower the price seems, the better consumers feel about it.

**3. Motivate your customers to share their experiences with you.** That way you’ll get new customers who already [**trust**](customer-trust) the brand thanks to the advice of their friends. Positive reviews will tell consumers more about your product than any commercial advertising.

**4. Different people choose different things.** It’s convenient to think of consumers as one large community, but different people react differently to the same service or product. Each person chooses what suits better his/her interests and maximizes the benefits. Think about how to capitalize on the preferences, emotions, and moods of different consumers in your marketing strategy.

![neuromarketing prices.jpg](/uploads/neuromarketing_prices_d69ad2f133.jpg)

## How to use neurobiology while creating content

You’ll engage with your customers on a deeper level if you take into account the psychological characteristics of your customers when developing your content marketing strategy.

**First**, look at people’s internal needs. Do you know a single person who doesn’t want to be satisfied and happy? Content that evokes positive emotions has great success.

**Second**, become an old acquaintance to customers. When we see something familiar and relatable, the brain produces dopamine, causing pleasure. So, use colors, fonts and graphics in your content that remind of you as a pleasant experience.

**Third**, avoid complexity. Content should be understandable. Anything your brain deems complicated turns into an unpleasant task. Simplify text with subheadings, bullets, and lists. It will end up being easy to read and better digested by the visual part of the brain.

**Fourth**, surprise the reader. Keep novelty in mind when developing content. Don’t just use the same words and phrases in a new way. Add images to articles and experiment with formats.

**According to HubSpot, more than 92% of marketers consider video an important part of their marketing strategy. That’s the highest figures since 2015.**

![Video in marketing strategy.jpg](/uploads/Video_in_marketing_strategy_f9e6d6ed46.jpg)

## Summary

Neuromarketing has come a long way in the last 15 years. Neurobiological research has proven to be a powerful tool in understanding human behavior. [**We’ve**](/en) provided examples of how to operate with visual neurobiology to increase [**brand recognition**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) and emotion to awaken the brain. Follow the latest research in neurobiological marketing and put it into practice.

Discover how neuroscience can transform your marketing strategies! Explore practical tips to engage customers and boost your brand's success today.

neuroscience-in-marketing.jpg

Learn how marketers use neuroscience to attract customers.

How Neuromarketing Can Help Your Marketing Campaign

Neuroscience in Marketing: Practical Tips

![ak-dynamic-content.gif](/uploads/ak_dynamic_content_f2965a1924.gif)

Attention and care are very simple but at the same time very important components of any advertising campaign.A personalized email is the key to the long term friendly relations with your customers. Every day personalization increases its opportunities. Messages become more personalized and more useful for customers and that in its turn increases their life cycle activities.

Personalized emails and messages can increase your CTR and RPE.

## The source of data for personalization

The more information you have about your customers the more relevant offer you can make. Each word of your mail matters. If your offer isn’t relevant to customers needs it’ll go for nothing.

So, what is the data source for relevant offers? 

You can find some of them below:

- Sign up and lead generation forms. They help to collect personal data that was left while subscribing or filling in a form. That can be first name and last name, phone number and email address.
- Email. You get information based on customers activity with emails. For example, you can choose the best day and time for sending emails.
- CRM-platform. It can provide you information on customers’ performance on your website, their interests  etc.
- Information on clicks and customers actions with your previous emails.

Altcraft marketing platform makes it possible to use adjustable fields. That helps you to store any kind of information about your customer (for example the size of a t-shirt, birthdate etc.) and use it for personalized campaigns.

## What data can be used to create dynamic content?

- Demographic data. That can be name, age, phone number, the name of a company, occupation, email address.
- Geodata. Information about customers location.
- Customer’s behaviour, their psychological portrait. Behaviour on your site and in emails helps to identify customers interests, needs and wishes.
- Information about their purchased services and goods, their place in a purchase cycle.
- Any kind of data from other websites, that is relevant for your emails.

Depending on your aims it’ is possible to personalize anything you want to.

Dynamic content helps you to plan your advertising campaign beforehand, prepare relevant content and share up-to-date information by using JSON technologies and integration with other sources.

![ak-dynamic-json.png](/uploads/ak_dynamic_json_c1c43a4a7b.png)

## Make your customers feel they are special

A customer will be pleasantly surprised how you meet their demands and needs. The more personalized content you give the less “opt-out” customers you’ll get. You’ll always be able to offer your customer a personal bonus or discount, inform them about any changes and send them holiday greetings.

## Some examples of how to employ dynamic content in  email-strategy

### Simple personalization

The most common example of dynamic content is addressing your customer by their names. As known, a name is the most valuable sound for any person and if you aim to make interest with somebody call them by their names. 

If your database contains customer names it’ll be used instead of “lead.fname”, if not, a customer will get an email with а generalized phrase “Dear customer” (or any other phrase what you’ll choose).

### Gender

If you know the gender you can send personalized product recommendations to men and women.

![ak-dynamic-gender1.png](/uploads/ak_dynamic_gender1_60d896d540.png)

### Geolocation

If you know your customers location you’ll be able to send emails according to their local time zone and personalize your email marketing to people according to the place of their living.

![ak-dynamic-geolocation (1).png](/uploads/ak_dynamic_geolocation_1_2d336bb63b.png)

### Customer’s birthday

It’s an easy way not only to remind of yourself but also to please your customer. A warm congratulation and a little personal discount as a present put a smile on their face and they will like you.

![ak-dynamic-birthdate (1).png](/uploads/ak_dynamic_birthdate_1_964eb0c9be.png)

### Cart abandonment 

This kind of letters increase conversion rates up to 28%. That is why it is very important to remind your customers about their forgotten baskets.

![ak-dynamic-lost-cart (1).png](/uploads/ak_dynamic_lost_cart_1_0c017c56cd.png)

### Customers behaviour

This example takes into account customers activity and behaviour on your website: what are they  looking for?, how much time do they spend? What website sections are more interesting? In order to track their activity you just need to place a tracking pixel on your site.

### Up-to-date information on your or your partners website

Add to your e-mail reliable up-to-date information that changes every day, for example,  exchange rates, timekeepers for your promotional actions, stock-exchange quotations.

![ak-dynamic-currences (1).png](/uploads/ak_dynamic_currences_1_e2018ff1b1.png)

By applying dynamic content and segmentation, email marketing becomes more than just one of the ways to inform your customers. It is a high-performance marketing tool: you spend less time for marketing campaign elaboration and your statistics becomes better, that means your income increases too. Besides, it is the surest way to build customer relations on a long-term basis.

Personalized Marketing is a good way to get closer to your followers. Use your subscribers' data to make every marketing campaign unique for each customer.

ak-dynamic-content.png

Every day personalization increases its opportunities. Messages become more personalized and more useful for customers and that in its turn increases their life cycle activities.

Personalization | Improve Communication with Customers

Dynamic Content. Personalize Your Emails

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