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March 4, 2024 - 2 Min Read Insights from neurology

“Half the money I spend on advertising is waste, and the problem is I do not know which half.“

– John Wanamaker

If Mr. Wanamaker had asked us, we would certainly have had an answer to his problem. His assumption that marketing and communication still work this way remains widespread outside the industry. In many companies, the marketing department still suffers from the reputation of being nothing more than slogan-makers and picture-painters – and is usually the first to face budget cuts.

From picture-painters to brain scientists

Today, it is well known that successful marketing is no coincidence. With targeted marketing, we can touch customers, win their hearts, and strengthen loyalty – a bond that is especially critical in B2B. To spark needs and foster identification through our communication, we draw on insights from neuromarketing.

Marketing as a brainfluencer?

Our brain is a complex organ that constantly processes information and makes decisions – often unconsciously. With marketing, we address this organ, shaping perception and ultimately moving people to act. To do this, we use a simplified model that helps us understand in an easy way which messages lead customers to take action. The model is built around three areas: the brainstem (also called the reptilian brain), the limbic system, and the neocortex.

The marketing brain

The reptilian brain helps humans decide quickly and unconsciously whether something is relevant or not. The first task of marketing is to grab attention in this area so that our messages are even perceived and passed on.

In the limbic system, emotions are processed. Here, emotions must be deliberately triggered that the target group should associate with our brand. Calm and stability? Power and strength? Excitement and experiences?

In the neocortex, logic and analytical thinking take place. If a buying desire has been triggered in the limbic system through emotional appeal, it is tested and rationalized here with logical arguments.

The interplay of attention, emotion, and solid arguments

When we skillfully use our knowledge of neuromarketing, we succeed in building an emotional connection between the target group and the brand that goes far beyond the moment of purchase. Our approach combines a deep understanding of the craft with insatiable curiosity to learn more about our clients’ audiences. This ensures that no investment in marketing is wasted – and that your department receives the internal recognition it deserves.

Author: Sophia

Sophia’s ideas are often out of the box – and yet they always land. The fuel for her energy and good mood doesn’t come out of nowhere: the ice cream shop next to the office is one of her most frequent sources of power.

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The digital world never stands still. Just as diverse and multifaceted as the disciplines of B2B marketing are, so are the topics that drive us. Let our brand fuel inspire you.