Although the rate of increase fell below 1 percent for the first time after the 1970s, the world population will reach 8 billion by the end of the year. Even though production was interrupted between 2020-2022 when the effects of the epidemic were devastating, according to research, the share of 250 global market chains in the economy was measured as 5.11 trillion dollars in 2021, while e-commerce increased to 4.9 trillion dollars in the same year. At the same time, domestic demand is increasing exponentially. While the e-commerce sector in Turkey exceeded the 400 billion TL band, the retail sector reached 1.8 trillion TL. Figures also show that consumption is increasing by 10-15 percent annually, although it is not parallel to population growth. Every year, people are demanding more and more mobile phones, tablets, computers, televisions, sports shoes, clothes, kitchens, and household goods. Influencer marketing effect and the rise of e-exports have a large share in this rise as a result of social media exceeding 4.5 billion users during the Covid-19 period. While cooking is cooked with pots made of Turkish steel in restaurants in Chile, which is 11 thousand kilometers away, Turkish bulgur takes its place on the market shelves as a diet product in New Zealand, which is 10 thousand kilometers away. Behind all this economic growth are shopping and marketing. Today, companies are leaning towards 'Neuromarketing' when marketing. Digital Exchange CEO Emrah Pamuk talked about how brands can use Neuromarketing in their social media marketing strategies.
Messages sent to the brain should be given importance
Expressing that the basic rule of Neuromarketing is that the consumer desires to buy a product and service even if they do not need it, Pamuk gave the following information to the brands:
"When consumers enter a market or start shopping on an e-commerce site, they act by thinking about their needs and budgets, but when they come to the checkout, they see that they also buy products in their baskets that they did not calculate before they go shopping. However, they do not regret it, on the contrary, they are happy. Deep-rooted research has shown that while consumers are shopping, they evaluate the hidden messages given to them in the marketing activities of the brands. Neuromarketing essentially consists of the secret messages that the brands give to the consumer in their marketing activities regarding the purchase of a product or service. Thus, the consumer prefers to buy chocolate instead of apples to meet their sweet needs. Because the Influencer he followed on social media consumed chocolate in a Neuromarketing study about his need for sweets. A social media user saw this and when he went shopping, he bought that brand's chocolate. bought the bowl. Because, according to scientific studies, the human brain does not make all of its decisions logically and consciously. Especially during shopping, the benefit-purpose-cost relationship turns to the product that the brain points to and is coded to buy. This brings with it the success of the brand in product sales."
These Points Need Attention
Emphasizing that using Neuromarketing elements while marketing requires professionalism, Pamuk listed the elements that should be applied for this method as follows:
- Before neuromarketing, brands should determine which product they will choose this method for by examining the brain and eye activity.
- It is easier to use Neuromarketing elements when doing video marketing: At this point, expressions and images that encode the product should be obtained.
- Influencer marketing and live sales should emphasize the feeling of relief and achievement that the consumer creates by purchasing the product.
- It should be emphasized that purchasing the marketing product creates a price advantage. The method should be implemented especially on the shelves of physical and online stores.
- In addition to the product, other products that are equivalent and compatible with it should also be positioned. The most successful work done in this area is the one for consuming cola and popcorn together in the cinema. Products that complement each other like this should be used.
A Long and Effective Study Must Be Done
Emrah Pamuk, the CEO of Digital Exchange, stated that the main effect of Neuromarketing is the choice of the right product, the right social media marketing channel, and the right message. Because we are talking about a product that increases the brain activity of the consumer, strengthens eye contact, and increases skin interaction. It can be soap, chips, or a car. The important thing is to decide which product to market here, and then to make a long and effective decision. It is to show the determination to take a step to work.”
Professional Teams Should Be Activated
Emrah Pamuk stated that the secret behind the success of professional marketing teams in Neuromarketing lies in an important accumulation of knowledge and said:
"You need to have data when you're marketing. Which video or content, how many views and clicks on which social media channel? At the end of this, how much turnover did the brand get? How many visitors did the site get? How was the earnings curve formed with the budget spent on the campaign? Awareness What level it has risen to? When you know all these and you have data, it becomes easier to make a campaign. The important thing in Neuromarketing is to give certain shopping messages to the consumer. It is not possible to do this by using the most famous Influencer, by allocating the most marketing budget. The most appropriate "You have to market the product in the right place, at the right time, in the most memorable way. Therefore, only professional teams can successfully fulfill three disciplines and organize a campaign in an area such as Neuromarketing, where psychology, neuroscience, and marketing are included."
Sosyal Medyada Paylaş
