What is neuromarketology? And why the blazes should you care about it? Here’s why: It may just be the next best thing in strategic marketing. Traditional mass marketing brand strategy dictates reducing the brand to a single attribute, its essence, if you will, and market that to the...
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The methodology was long in the making; for more than 20 years, Fabiano’s strategic marketing agency, FabCom, has create integrated, multi-channel dynamic marketing programs for its clients.
“While neuromarketing is a new and powerful concept, it’s not the complete answer to marketing success,” says Fabiano. “What had been lacking previously was the systematic application of neuromarketing to real world marketing challenges. My book finally closes the loop from the science of neuromarketing to increased ROI. I take readers step-by-step through the application of neuromarketing via a dynamic automated marketing workflow. Neuromarketology is the application where the rubber meets the road of all the neuromarketing studies and debates. “
It’s the Content, Stupid
Using the research that came of out the MRI developments, science has proven that our core brain responds to specific marketing messages, timing, and imagery. No surprises here; put George Clooney up on the screen and you’ve got my attention; Justin Bieber, not so much. Fabiano’s point is simple: if we can understand what are the specific stimuli that a person’s brain responds to, then we can create marketing messages and campaigns that are relevant to that individual. It’s the ultimate in one-to-one marketing.
Target audiences are formed into subgroups that share similar characteristics, values, and beliefs. Knowing the quantitative, qualitative and emotional connection points of each best potential target audience for a particular brand, product or service will provide the basis for making a profitable marketing and lasting relationship between your brand and each individual prospective target.
Marketing programs involve using different platforms to deliver the targeted message. “Print is still an important component to our client’s marketing mix,” says Fabiano. “However, today’s print is very different than traditional print. We are no longer creating a generic message and sending it out the masses via a purchased list.”
Instead, FabCom generates its own lists through other components in the campaign, allowing the agency to send dynamic print to those who are already likely to convert. Print is now sent out on an on-demand basis, in real time and with personally relevant imagery and CTAs.
“We drive to the web/mobile web through print,” explains Fabiano. “The days of a well crafted piece of static copy and imagery still work when done to precision to a mass market, but the variable, dynamic and interactive optimization of digital assets is infinitely more nimble in (again) meeting our clients target audiences and key-stakeholders in the right place at the right time.”