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8 Clever Neuromarketing Examples That Worked For The Top Brands

Have you ever wondered why you see sedan cars pull up impressive stunts at high speeds in ads when in reality you can never peak it above 80?

Why do you think Maggi opted for a bright yellow packaging & consequently sells more than any other instant noodles?

Mere coincidence?

Why do McDonald’s and Burger King troll each other every day?

Why does Horlicks promises to make you tall even when the phenomenon is purely biological?

Every brand named here have achieved marketing success by striking the right chords with our brains. They triumphed by playing with our emotions, studying our reactions with gadgets & displayed their products accordingly to boost sales.

I agree that all these may seem like science fiction or highly unethical to you, but believe it or not, this concept has been around since the 1990s & is famously known as Neuromarketing.

What’s that now? Let me break it down for you.


Neuromarketing Definition – What is it?

When you combine neurosciences with marketing, you get neuromarketing.

Technically speaking, it’s a form of marketing that scans & images our brain’s reactions to various parameters of a product which then helps in designing the innumerable marketing elements.

For instance, Nestle concluded that selling Maggi in a bright yellow package & splashing the words “2-minute noodles” will increase the product’s sales & it did. Compare it to Knorr or ITC, we always tend to pick up the yellow because our brains react positively to the vibrant packaging.

So, the obvious question that follows the Neuromarketing definition is – how do people read our brains?

Well, we are still far away from actual “mind-reading” but there are technologies that can detect our brain’s reaction & decode what it means. Currently, two techniques are majorly used:

  1. FMRI – Functional Magnetic Resonance Imaging that detects brain   activity according to blood flow & gives us access to deeper parts of the   brain.

   2. EEG – Electroencephalogram, where we are to put electrodes on our              heads to detect electrical signals in response to the external  world.

Companies bring in consenting people to read their reactions to the products & hence the design or ad we see. Although the concept may seem futuristic, it is massively in play today & brands are increasingly recognising the effectiveness of neuromarketing.

To give you a clearer picture (and open your eyes to a whole new world), let me discuss a few Neuromarketing examples where the top companies have, time & again, employed this technique to catch our attention.

Every technique has a scientific reason & every strategy will make sense.

So, let me do the hard work of explaining things while you sit back (definitely relax) & read on.

Neuromarketing Examples – 8 Clever Techniques that Work

 

1) Packaging Colour and Text – Lay’s redesign of chips packet

Application of Neuromarketing for packaging design is not confined to Nestle only. Almost all big brands take input from their Neuromarketing team & devise their marketing strategies accordingly.

Another big example is Lay’s chips, the one which you may have also noticed, where it shifted from glossy packets to a matte finish.

Frito lay applied the EEG technique to find out that human brains responded negatively to the glossy packaging that it had previously maintained but received appreciations for matte packets.

They changed their packaging within a month & we still buy Lay’s irrespective of what the trolls say.

Chips Ahoy also followed a similar suit with a similar successful response.

2) Humour is always appreciated – Cheetos’ washing machine prank

 

 

 

Chips brand Cheetos brought in a group of people, fitted them with EEG machines & made them watch one of their ads that the brand intended to use for marketing. The advertisement clip showed a nice lady empty a packet of Cheetos into her friend’s washing machine which was full of whites.

None of the test people verbally accepted that they enjoyed the ad, in fear of appearing cruel to others, but EEG scans showed that all of them actually received the ad well.

A bit of humour (prank in this case) always works.

PepsiCo and Coca-Cola, BMW and Mercedes, KFC and McDonalds, you will always find them fighting in ads when they may not be sworn enemies in real life.

Humour triggers the right parts of the brain & definitely boosts sales.

3) Speed preferred over Security – How Android annihilated Blackberry

Neuromarketing examples where the customers are more concerned about speed than security talk highly of PayPal’s marketing technique.

The brand used EEG to find out that people’s minds responded positively when they were shown that PayPal is fast, than it did when the ad was highlighting security.

It seems we are less concerned about our money being safe!

Google followed a similar process in a market dominated by Blackberry. Android phones highlighted the speed of the software that made the posh black phones go extinct.

This is the very reason why you will see rockets and planes in advertisements while brands rarely opt for the unfortunate turtles.

4) Eye gaze is important – Johnson & Johnson & the Baby Boom

Neuromarketing research over the years has shown that we are attracted to baby faces and immediately look at a billboard with a baby in it. And if the baby happens to point in a particular direction, we will and definitely will look there without hesitation.

This is why when you hear the name “Johnson & Johnson”, their baby products come to your mind first when they sell a whole lot of other things as well.

Babies draw so much eye-gaze that even Smirnoff, the famous vodka brand (information for the uninitiated), uses a baby in a devil attire.

Even Heinz shows a baby eating ketchup, which should never be the case, but it does the trick with us.

Our brains react to babies and brands are applying that to marketing.

5) Rewards and Punishments – The Cashback system of Paytm

Paytm came into existence amidst the popular banking system but reaped success due to its brilliant marketing strategies. From day 1, the brand vigorously promoted its cashback offers where you get money by spending money.

We all like rewards for our actions & neuromarketing case studies have shown it as an effective marketing strategy.

Contrary to rewards, punishments work to a similar extent as well.

Games like Splinter Cell or PUBG have gained famed solely based on the fact that your character is killed if you make a mistake.

Highlighting rewards & punishments while marketing a product have worked for the top brands & more companies are looking into more giveaways.

6) The FEAR of Missing Out – Limited Edition Ferraris

Did it ever occur to you? Why are there limited-edition Ferraris?

If a car is selling like hotcake, why not continue its production?

Well, the Ferrari sold like hotcake in the first place because its production will stop soon. When you declare that a certain product/offer is available only for a certain amount of time, the fear of not being able to obtain the product finds the customers & they act in panic.

Our brain shows us the bright side & we make the purchase.

Starbuck’s policy of selling its coffee for Rs.100 for a day or McDonalds’ happy meal toys for a month, all are Neuromarketing examples of creating the fear to lose.

Brands may extend the offer later, but setting a deadline initially boosts sales like crazy.

So, the next time you see such an ad, trust me you won’t analyse the situation. You will make the purchase.

7) Hippocampal Headlines – Patron Tequila’s jumbled words

The tequila brand attracted quite a bit of attention by writing “Practice Makes Patron” on its billboards.

The company tweaked the well-known phrase about practice (practice makes perfect), substituted “perfect” with its brand name (notice the smartness?), all of which awakened our hippocampus – the part of the brain master in comparing.

People immediately joined the dots & the ad stayed in their minds.

No matter who says what, catchy headlines still rule the marketing industry.

You connect with Tinder when you read “Great Expectations” under it or Apple with “Think Different”. Our brains love it when the normalcy is broken & we simply can’t think about any other brand.

Neuromarketing research has established this & soon you will see more wordplay.

8) Anchoring Tendencies – Flipkart’s approach to the Budget Tension

Now, which family isn’t losing their sleep over their monthly budget?!

And Flipkart has managed to make Virat Kohli talk on this very issue for promoting its “Big Billion Days”. Budget may not be an issue for Kohli, but it is for us & Flipkart makes sure that we hear that piece of information first.

This process of Neuromarketing is known as anchoring tendency where our judgement is influenced by the first thing we hear.

Neuromarketing examples on this line are visible everywhere whether its Dhoni promoting Dream 11 or Priyanka Chopra advertising asthma pills.

The trick is to make sure that the first statement resonates with the audience and addresses their daily issues.

The past, the present & the future 

While neuromarketing has always been employed as a marketing technique, it is now gaining scientific validation.

These neuromarketing examples go on to show that the top players of every industry are investing in its research and application. Just like any other, the concept will soon become deep-rooted in our marketing strategies & brands will play with our emotions even more.

Till then, sip your coffee & enjoy marketing!

7 Scams that are Cannibalizing the Digital Marketing Industry

7 Scams that are Cannibalizing the Digital Marketing Industry

The world has over 3.58 billion internet users now which makes the penetration rate stand at nearly 50%. That is, approximately half of the earth’s entire population has access to the internet and are known to be active users. Digital Marketing is nothing but advertising a product/service where people are spending most of their time and brands agree that over the next few years, nearly 75% of their net marketing budget will solely be set aside for the digital world.

And as evident to any growing industry, all the money and fame also brings along fraudulence and deception – digital marketing scams as we popularly call it. Small business owners on a tight budget, people starting their careers in digital marketing and even enterprises trying to save that extra buck are most susceptible to getting caught in such scams.

The offers are indeed alluring and who doesn’t want fast results? You get what you asked for until it all explodes. Every tactic that frauds employ ultimately cannibalizes the whole purpose digital marketing and at the end of the day, you end up losing a lot of money.
To prevent you from stepping into these, this post lists 7 most popular digital marketing scams that are doing rounds in the industry and are set to cannibalize, not only the market but also your venture.

Take note and stay away.

And let us start with the most common one:

#1: Fake Likes, Comments, and Followers

Before I call it “fake”, you must know the kind of offers you will get:

• 10K Instagram followers for this much amount of money
• 1000 Facebook Likes for this much dollars
• 20 comments on this many blogs for this amount
• “Original” Facebook or Instagram “Likes” and “Followers” at cheap rates

And so on. I have seen such posts on groups and I have received numerous emails from various services. What you must do to stay away from these is what I do with them – select all without opening the emails and permanently delete.

Now, why are they fake? None of the likes/followers/comments that you get are organic, that is from people who are really interested in your product/service. Most of them are from automated fake accounts with zero activity. What good will 10K Instagram followers do for your business if none of your posts have proper engagement?

And with the recent Facebook news feed update, this particular scam has become a joke. As I have analyzed in my blog post about Facebook’s update and how can we defend ourselves against it, 1000 likes on your Facebook page will not matter at all. Posts from brands and businesses will now be shown less in the news feed as users will find updates from their friends and family more.

Now, it’s better to use the money you would have spent for automated likes on Facebook Ads instead. This is a way more sensible investment.

#2: Digital Marketing Agencies Buying Awards or Inflating their Client list

Even big enterprises are susceptible to this digital marketing scam. As you are well aware, everything can be fabricated in 2018 to look like something they are not. Awards and client list do not portray an agency’s expertise in the field.

To give you an example, my agency has received two such award offers from a US magazine in the past year which I had sincerely declined. I could have easily accepted their offer and claimed to be an award-winning agency. I am stating this not to show you my humility but to tell you that this happens in reality.

The same thing applies when it comes to a client list. An agency may have worked for a subsidiary project for a big company and can claim them to be a major client. Many brands even fabricate testimonials from people working in non-existent firms. The best way to detect such digital marketing scams is to ask questions to the agency experts or request a strategy report. Authentic ones won’t fumble with their answers and asking for your money will be their least priority.

#3: Promise to Rank 1 in Google in a Span of 1-3 Months

This is the most hilarious of the lot! While scammers claim it is possible, a real SEO will tell you otherwise. Your website can rank 1 in Google in just 1 month only for the most absurd keywords out there that no one searches for. And even if you give your website 3 months and manage to rank for some decent phrases, the fall in rank right after will happen even faster.

You can bypass such online marketing scams by understanding how SEO really works and how it helps your business . Josh Steimle, in his article about how much time does SEO take on Forbes, explained that it takes a minimum of 6 months just to show results. He continues to say that it is better not to invest in SEO at all rather than carry it out for just 2-3 months and then quit. SEO is a process and its application does take time.

#4: Digital Marketing Institutes offering Certification Courses in every nook and corner

Not every institute that you will come across is fraudulent, but there are people who take advantage of an in-demand market. Stuffing you with theory, covering topics for the sake of completing it and claims to make you an expert in every area of digital marketing are clear signs of an institute where you will learn nothing. Again, as with any quality service, authentic training does not come cheap and generally range around $900-$1,000 for a six-month course.

Test their expertise and evaluate the amount of time they are willing to spend on a particular topic. The best way to judge an institute, in my opinion, is to see how they are marketing their own brand in the digital space. If they are following the right methods, you will probably be taught the right things as well.

#5:  Almost all Digital Marketers claiming to have a Google Certificate

I really have no doubts about the certification courses that Google provide, but it is about the people who take it. Now, Google’s assessments or more specifically the exams that you are required to pass are definitely online where only a timer ticks throughout the process. It does not take a rocket scientist to figure out that Google has no system to monitor who actually is taking the assessment and someone can easily hire an expert to pass the process.

The fraud gets the certificate and you end up hiring him/her based on it.This may not always be the case, but there’s really no way to find out and save yourself from such digital marketing scams. Again, a true expert will never discourage you from asking questions and this is indeed the best way to judge a person’s knowledge. Do not invest until the marketer can convince you about his/her expertise and let them decide how they want to do it.

#6: Agencies providing no-value Internships as a Cost-cutting Technique

HR of a Company – “Why should we invest so much time in training our employees? What if they learn everything from us and leave?”
CEO of the Company – “What if we don’t train them and they decide to stay?”

Agencies that hire interns for the sole purpose of shooting emails not only cannibalize their own firm but the industry as a whole. Interns do not look for money. What they want is to learn and get some hands-on experience. Hiring an intern as a cost-cutting technique is not a digital marketing fraud but not providing him/her with value in return for their time definitely is.

While judging agency’s portfolio, look in which area of online marketing they majorly work, decide where you want to gain your expertise and apply cautiously. There’s really no hurry to associate yourself with a firm. While you are on the lookout, learn about digital marketing from resources like HubSpot or Kissmetrics. The internet really does not lack articles.

#7: Service Pricing surprising lower than the Market Rates

You get what you pay for! A replica Rolex will not cost as much as the real Rolex. While you can expect them to function in the same manner, in reality, they don’t. Drawing example from SEO services, an $80-per-month package will tick all the right boxes to rank your website but only mechanically. They generally have a fixed number of parameters that they apply to all websites and show you an end-result that will make you happy. Only after a few months will you start realizing your mistake when your rank either falls or you attract a penalty.

A $260-per-month package, on the other hand, customizes SEO according to your website’s needs. These services build your site to rank and stay at the top for a solid span of time. No spammy methods, all areas covered. Even if your site’s rank starts to fall, authentic services will check the decent by all means necessary. And this concept is applicable to all fields of Digital Marketing. Do not expect a high return on your content, social media ads or even a PPC campaign if you have paid a meager amount for the service.

Use your Intuition to Stay Away.

As with any scam, you really need to use your own judgment to avoid stepping into traps. Digital Marketing is the next big thing and it is already here. If you have identified this and decided to follow it as a career or your marketing strategy, set your budget right and take time to select an authentic agency. Digital marketing scams are everywhere and it is ultimately up to you on how you opt to stay away.

Do you know of any other scams that can fit into this list? Looking forward to continuing the conversation below.

(The above article is a Guest post written by Tanmoy Sen of ClimbSERP – The SEO Blog and Consultancy)

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HearMeOut: The New Social Network That Could DethroneTwitter

HearMeOut: The New Social Network That Could DethroneTwitter

2018 has already kickstarted with a bang. From mobile first index to voice search, the trends and updates being rolled out seem to be endless.

Needless to say, here are a few predictions and trends for this calendar year that you shouldn’t be ignoring by any means:

  • Increase in the consumption on videos.
  • Facebook Messenger will be the next big marketing weapon.
  • Instagram will rule 2018.
  • Snapchat will ease out.
  • Long Haul Posts will win more.
  • Twitter will die a slow death.
  • Voice based search will thrive.

Marketing on Twitter is on the decline. Still don’t believe me? Read this.

Voice search is the new kid on the block. It’s basically a technology that recognizes speech and allows people to search by saying words aloud, rather than typing them in the search bar.

The reasons for it’s popularity include:

  • The average human can type only 35 to 40 words per minute, but can speak 150 words in the same time frame.
  • It’s a more convenient way of searching, especially if you’re a lazy bum.
  • Voice captures emotions and tones which isn’t possible by text.

Now let me introduce you to a new social network nicknamed the “Audio Twitter”: HearMeOut. This is a voice based network and is primarily focused on 42 seconds voice recordings.

This network is growing at a phenomenal rate. It’s now time to capitalize on this and tap into a whole new audience.

Several influencers are already active on HearMeOut and it’s a great platform for self and brand promotions.

This social network is free to use and it’s second version was launched recently.

At the moment, this network can only be used in an app (for both Android and iOS devices)

Voice ads and Podcasts are on the rise. This clearly reiterates the fact that we humans love consuming voice based content, atleast the majority of us do.

So what are you waiting for? HearMeOut is still in it’s early days. Now is the right time to join the bandwagon and reap the long term benefits.

I’m going to show you how to set up and use HearMeOut in six simple steps.

So let’s get started!

STEP 1: Install the application by clicking on this link

 

STEP 2: Signup via Facebook,Twitter or Gmail

CLICK HERE
hearmeout signup

STEP 3: Setup your very own profile

Add a profile and cover photo. After doing this fill in the bio section giving a brief description about yourself.

 

setup profile details

 

STEP 4: Make your first audio recording

Click on the blue circle shown below to start/stop the recording. You can spice it up by adding a description and applying a wide range of sound effects.

Also, don’t forget to add a cover image for your post.

Press ButtonSound Effects(Click Here)Cover Image(Click Here)

Private mode can be activated in which only followers can hear your posts. Your post will appear like this to you and your followers:

STEP 5: Use hashtags to search and follow people in your niche

Search HashtagExample 1(Click Here)Example 2(Click Here)

STEP 6: Share the audio recording with your followers and on other platforms

sharerecording

 

Here’s a sample audio recording to help you get a better idea.

The platform seems really great for vocal artists and singers as an option to share samples and get a feedback from friends and followers. This is indeed the “voice version” of twitter.

This app works great not only for music, but for also telling a joke, making an announcement or just speaking about random topics.

Voice is the next big thing! Period. It would be a grave mistake not to leverage voice search/ads. So i’d advise you to join this voice based social network right away. It has a vast potential and using it would certainly pay dividends.

Conclusion:

That’s it for now folks!

Use HearMeout and do let me know if I’ve missed out on any of the features.

What’s your take on this new platform?

Click here
 

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