27 Nov 3 Things You Need to Know About Neuromarketing
Posted at 03:11h
in Facebook Live
Elissa Moses of Ipsos and Kristie Henderson from Canada Post shared their ground-breaking findings around Neuromarketing in our November Facebook LIVE series. We explored the new neuroscience that looks at how direct mail works with digital media in integrated campaigns to optimize consumer attention, emotional engagement and brand recall. Here are 3 key take-aways from CMA member, Emily Smith.
- One of the best parts of the presentation was how Kristie Henderson mentioned a quote from David Saks and his book, Revenge of Analog: “We live in a hybrid world, and it’s not a question of either/or – physical or digital – but that we need to do both. We can’t sacrifice one or dismiss the other.” Kristie posed the question of what the perfect marketing mix is. The answer? Know your audience and strategically choose your marketing mix.
- While one of the arguments against Direct Mail is that people throw those pieces away, another great point was that people make a choice to engage in your direct mail content. They have to look at the piece to decide whether it is relevant to them or not. They are still exposed to you, and their engagement is a choice.
- The “Connection for Action” study focused on how choreographing your media plan can change your results:
- Media format and platform has a deep influence on consumer engagement – the context, number, and type of distraction, will change the engagement
- Integrated campaigns lead to more attention, emotional engagement and recall – the more media types, the better, and the easier it is to connect the dots between messages
- Sequencing of media matter – which mediums to use, in which order, in what conditions, makes your marketing that much more sophisticated:
- Sequencing effects emotional engagement and brand recall: Digital Display + Direct Mail outperformed average by 26% – Email + Direct mail had a 40% greater brand recall,
- It doesn’t matter if you remember the first touch, but the brain recognizes the connection, and feels more excitement – that integration creates “a one-two punch”.
Links to all the research Canada Post has created can be found here. The Facebook Live session covered the impact of physical and digital media on consumer’s brains and testing tips for sequencing media based on neuromarketing findings. Neuromarketing is a relatively new term, marketers can find new customers and increase the value of existing ones by leveraging physical media with digital marketing channels and the role of sequencing these media. Join us for our next Facebook Live event, How Voice is Changing Everything presented by Nasser Sahlool from DAC Group.
About the Author – Emily Smith
Emily Smith is a CMA member, a strong marketer, and communicator with a Communications BA from McMaster University. She has thrived in the home development industry, both for a homebuilder and currently for Qualico Communities. She volunteers for BILD Calgary Region, IABC-Calgary Chapter, and is a content contributor for the Calgary Marketing Association. She also has three national marketing award wins under her belt from the Canadian Homebuilders Association. All work and no play makes Emily a dull girl, so she is a voracious reader, does yoga with her two adopted cats, and bakes as often as she can.