When watching a car advertisement on TV, viewers outfitted with a special headband recorded the most brain activity during the first half of the ad. When watching it within a game on Xbox Live, brain activity showed more engagement with the ad. This recent research from Microsoft is among numerous similar ways of studying the consumer, with this one specifically aimed at learning more about the consumer’s brain. One latest conclusion is that the consumer’s brain is actually undergoing change. It’s adapting to a busy, multi-media, multi-tasking world with a shorter attention span. Additionally, with so many different “channels” competing for attention, the consumer is overloaded and as a result tunes out some of those channels.
Increasingly, the older forms of media such as television and billboards are being tuned out in favor of social media which is more engaging. Social media engages, said the researchers because humans crave connection. They sign on to Facebook to see if anybody wants to friend them. “If marketers build their brands explicitly by feeding consumers’ desire for acknowledgement, their businesses will find meaning in the social media ecosystem,” said neuromarketing expert Dr. A. Pradeep. Brands need to make consumers feel wanted. Meanwhile, Martin Lindstrom, who is often billed as a marketing genius says that eventually marketers will become obsolete as marketing campaigns will be run by psychologists. And perhaps psychologists will become obsolete as therapy is run by marketers.
- New Media
- How To