The Emergence of Neuromarketing
In order to understand the role that neuromarketing has to play in the future of internet marketing it is important to first explain exactly what it is and how it works. Essentially, neuromarketing is a new form of marketing that studies a consumer's sensorimotor, cognitive and affective response to various sources of advertising. It is seen as a benefit to advertisers as researchers can use advanced technology such as Functional Magnetic Resonance Imaging to measure the changes in activity in a consumer's brain when presented with certain advertising stimuli.
The Benefits of Neuromarketing
Neuromarketing is a relatively new phenomenon, so, all its potential benefits may not have been fully unlocked as yet but there are many ways that advertisers can use it to their advantage at present. Marketing analysts can use it to successfully measure a consumer's preferences more accurately. For example, stripping advertising down to its purest form and asking a consumer ‘Do you like this product?' may not actually provide a true response due to a theory called cognitive bias. The knowledge garnered from neuromarketing is beneficial as it will allow marketers to create products, brands and services designed more effectively and marketing campaigns that are more focused upon how the brain responds to marketing stimuli.
Neuromarketing and the Importance of Good Copywriting
Whilst it may well be generally accepted that good copy sells, it is being confirmed by research into neuromarketing. Read Montague, an expert in neuroscience, discusses they use of effective copywriting in stimulating a response in readers, "[words] come to act like rewards, and the rest of the brain adapts itself to predict and acquire them. Events that foreshadow these potent messages also accrue value because our brains are designed to transfer value to events that predict rewards". This goes to show the value that evocative copywriting can have when it comes to successfully marketing a product, company or brand.