Neuromarketing: Sensually Stimulating
Your Consumer's Brain

Does your advertising and marketing strategy connect emotionally to your audience? What makes your

 customers tick? Gone are the days of traditional suggestive selling tactics. You can no longer suggest an

add-on purchase to a customer and expect them to impulsively pay for an additional product or service

without merit.

Testing sensory responses help you learn what your audience wants in order to shape targeted ad campaigns for increased user engagement and growth. Even though there are scientific tests used to conduct and detect the electrical activity of the brain or through neuroimaging, the brain is ultimately driven by emotion.

Neuromarketing studies a consumer's response to marketing stimuli. In terms of studying the depth of this emotional stimuli to shape ad campaigns, researchers may use technologies such as electroencephalography (EEG), steady-state topography (SST) and functional magnetic resonance imaging (FMRI). According to several studies on neuroscience, these technologies measure changes in activity in specific regional parts of the brain. Other sensory measurements check the heart rate, physiological state and respiratory rate to detect where brain responses predict consumer behavior.

With accurate imagery and messages, the brain will respond to sensual stimulation. Lifestyle images versus extensive written content intimately connect with the consumer and has become a key ingredient to successful ad campaigns. Keep it concise, sweet and thorough since attention spans are shorter than they used to be. Through the use of storytelling, however, brand marketers can supplement value to their ad campaigns. By incorporating storytelling practices that are personal and engaging to their consumer's emotions, marketers are more likely to see a positive ROI through conversion in their campaigns.

Purchase behavior is driven by instinctive desires. The lobes of the brain will activate personality, memory, and interprets our sensory signals, such as vision, color and movement. Neuromarketing measures the emotional impact of communication. It leads marketers into making actionable decisions based on the consumers' emotions, by rationalizing their purchase decisions.

Kym Gordon Moore, author of "Diversities of Gifts: Same Spirit" and "Wings of the Wind: A Cornucopia of Poetry" is an award winning poet, author, speaker, philanthropist, certified email marketing specialist and an authority in strategic marketing