Good morning Marketer, don’t you just love the psychology of marketing?
Well, I do. And so does columnist Jade Bunke, a seasoned marketing scientist and director of marketing at National Technology Systems (NTS). In his latest column, Bunke explains how using a psychological approach can help marketers better capture customer sentiment across the customer journey.
“If you have a robust predictive analytics platform, you can assess behavioral data to identify patterns that might indicate future behavior among larger groups,” Bunke wrote. “But if you really want to understand how customers might respond to future offerings, you need to take a look at the brain.”
One way to leverage a neuroscience approach is to focus on group dynamics in market research studies and focus groups. Bunke explained that “even with the best safeguards in place, group responses don’t always reflect real-world experiences.” Thus, at the end of the day, marketers should consider how their brand’s offering (and even the creative tied to that offering) will resonate with different people to “activate certain parts of the brain.”
Keep scrolling for more insights, including a look at how advertising platform Kenshoo approaches digital commerce ads.
Taylor Peterson,
Deputy Editor
