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Why Marketing Professionals Who Use Neuromarketing Climb Their Career Ladder More Quickly

Your frequently read about how neuromarketing research predicts and increases the success of commercials, websites, and stores. However, less is being written on how neuromarketing can have a positive impact on the career of the marketing, brand or customer insights manager. Even though this should definitely pointed out.

In this blog, we’ll dive into the essential difference between neuromarketing and traditional research – and how it paves the way for the next step in your career.

Neuromarketing serves your career well in two ways:
  • Neuromarketing makes you accountable
  • Neuromarketing improves your output

Neuromarketing makes you accountable

More than any other research method, neuromarketing is able to provide an objective measure of how the participant really experiences the advertisement, store or website. Where data from interviews and focus groups may be clouded by rationalizations, subjective interpretations, and social desirability, neuromethods such as EEG and fMRI measure the source directly.

Sure. What does this have to do with your career?

This is where the concept of accountability kicks in. Accountability is the ability to prove and direct your results. To be blunt: that your data can show others your marketing campaign will make customers grab their wallets. A critical indicator of career success for marketing professionals.

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The accountable brand manager is capable of measuring whether or not a campaign is effective. The unaccountable brand manager launches it and hopes for the best.

Measuring effectivity is nothing new under the sun. For decennia, we’ve analyzed sales data to give a rough indication if a campaign worked or not.

Neuromarketing, however, advances this point of analysis. Now, we are able to predict the effectivity of a campaign before even showing it to the audience. Neuromarketing extends your accountability as marketing professional. That might sound kind of scary – but hey, it is a blessing in disguise for your career.

The first step towards more accurate measurement instruments is inescapable once they’ve been set in motion. No weatherman still bases his weather prediction of cloud patterns, even though it was standard practice for centuries in the Babylonian era.

Neuromarketing research is establishing itself as the standard instrument for marketing professionals. As the number of professionals that is able to make their successes more insightful is growing, the number of professionals who can’t will decrease. The non-accountable brand manager, marketing manager or CMI manager can choose: Join the others or leave.

Neuromarketing improves your output

Independent of the increased predictive value, neuromarketing will also improve the effectivity your advertisement, website or shop.

By combining Eye Tracking with brain activity (EEG), you are able to map the emotional experience of your customer each second. This will provide you with concrete insights in the peaks and valleys of your marketing. In the case of commercial research, you’ll gain a deeper understanding in how participants experience different elements: The storytelling, characters, sounds, images, editing style, USPs, and branding.

Based on these insights, you’ll be able to tweak your advertisement on different levels to improve selling power and branding. Of course, not everything can be optimized – some parts of your advertisements are set in stone, like the creative work – but the insights EEG will unravel can also be put to a great use in your future work.

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