Neuromarketing has been a hot topic amongst marketers for the past several years, but why should brands buy into it? What can senior marketers learn from neuromarketing that they didn’t already know and why is neuromarketing being adopted so heavily in 2016?

As digital continues to infiltrate every part of our daily lives and as the eCommerce landscape expands, more brands than ever are exploring the connection between human behaviour and brand loyalty. And the brands really getting ahead are the ones asking why consumers do what they do — especially as it relates to the online customer.

To help brands new to neuromaketing navigate the waters, we asked Lab's senior staff and directors to answer the question: Why should brands adopt neuromarketing in 2016?

Here is what they had to say...

Why should brands adopt neuromarketing in 2016?

Jonny Tooze, MD & Founder

@jonnytooze

Neuromarketing enables brands to make more informed decisions in their creative direction and communication for their marketing and advertising strategies. It helps them to relate to customers and emotionally engage them — leading to better sales, conversions and loyalty.

Tom Head, Director

@tomheadlab

1. To get results!

2. To learn more about how your consumers think AND feel.

3. To evolve, to push the bar, to move things forward...you cannot be stood still.

Matthew Lloyd, Account Manager

@mralloyd

The fact that neuromarketing enables brands to understand behavioural trends that the consumer often isn’t even aware of themselves provides a counter argument to surveys and focus groups. It is about establishing a ‘deeper emotional understanding’ using unbiased, reliable research methods.

A brand can make far more robust assumptions based on someone’s sub-conscious state as there are no external-influences in play

Justin Thorne, Head of Strategy & Performance Marketing

@justinthorneuk

Many brands may be buying all the inventory they can from certain channels such as Search, and are locked in an infinite optimisation cycle, trying to squeeze out 0.5% ROI assuming the silver bullet is from multi variate testing buttons, images, and text.

We have to remember at the end of all of this high tech marketing is a human being. If you can define the motive and the cognitive nudges required to drive performance at the outset of a campaign, you can reset the bar and leap over it.

Toby Kesterton, Client Account Director

@tobykesterton

The holy grail for brands is to connect to people and have relevant one-to-one conversations. Neuromarketing offers a set of tools to understand the customers immediate needs and deeper wants and offers practical outcomes on how brands can be customer focused in their comms.

Naomi Lambiase, Account Manager

Neuromarketing allows for a deeper implicit understanding of human behavior to enable marketing communications to cut through the noise, grab attention and drive actions effectively. It brings the human element into how brands should be communicating with their consumers by grounding them with techniques that can be applied across all channels. It also works perfectly alongside the creative process to ensure designs not only look pretty but are provoking the right responses that brands want.