Knowing how the human mind processes information and images—and putting that knowledge to use—can help you become a more engaging and effective marketer.
Researchers in a new(ish) field of study are trying to figure out how our hard-wired preferences affect the decisions we make. Neuromarketing research is “the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols, allowing researchers to explore nonverbal and unconscious physiological responses to various stimuli for the purposes of market research,” according to the Neuromarketing Science & Business Association.
Put simply, neuromarketing is the study of how our brains respond to marketing and how it affects our behavior—consciously or unconsciously—explains Andy Crestodina, co-founder and strategic director of Chicago web design and development agency Orbit Media Studios, who speaks and writes about the topic.
“There are ‘cognitive biases’ built into all of us,” he says. “We can’t help it. Marketing either works with or against the cognitive biases.”
It’s critical to understand these predispositions, to know how our minds process information and images. “The competition for attention is fierce, so knowing what lights up our brains gives marketers an edge that can help them win,” says Grey Garner, vice president of marketing at Emma, an email marketing provider based in Nashville, Tenn.
So let’s take a look at some secrets of the human mind you can tap into from a marketing perspective.
Secret 1: We all have a primitive brain. The amygdala controls our reactions and emotions, and it works much faster than our conscious, rational mind, Garner says. In fact, we experience gut reactions in three seconds or less. Emotions make a more lasting imprint than rational thought.
Marketing takeaway: Aim for a gut reaction, and pay special attention to how your materials look when scanned quickly (as opposed to deliberately considered—because no one has the time or inclination to do that anymore).
Pay attention to the things people see first. In email marketing, your subject line and pre-header (that bit of text you read most prominently on a mobile device, above the body of the email) should grab readers and speak to their pains, wants, needs and emotions. In blogging or other online content, pay special attention to headlines. (You should spend as much time writing the headline as you do the rest of the piece.) In website content, make your pages welcoming and easily grokked.
Secret 2: Our brains love images. Our brains process images much faster than text. Approximately 90 percent of all data that the brain processes is visual. We remember pictures with text more than we remember text alone.
Marketing takeaway: Use images, of course—but make them special, and lay off the stock shots. I like the way Loews Hotels & Resorts integrates candid guest images into its “Travel for Real” ad campaign, and the way men’s clothing company Chubbies uses hilarious GIFs in its email mailings. You can also use a web tool like Canva or mobile app Over (madewithover.com) to create custom images.
Secret 3: Our brains love images of faces. Research suggests that natural selection favored humans who were able to quickly identify threats and build relationships. As part of that, we are wired from birth to recognize and prefer human faces. The part of the brain that processes human faces is right next to the part that processes emotions.
Marketing takeaway: Use real people in your marketing materials, and consider putting faces on landing pages, in emails or on web pages designed to drive a desired action.
Eye-tracking studies show that our brains will default to first look at human faces on a web page. What’s more, we’ll look where the faces are looking. So entice by adding, say, a photo of a face that looks toward a call-to-action button or crucial bit of text.
Secret 4: Colors inspire specific feelings. There’s more to color choice than what looks good. Different colors cue different signals in a brain. In fact, research has shown that 62 to 90 percent of our feeling about a product is determined by color alone. Yellow activates the anxiety center of the brain. Blue builds trust. Red creates urgency. And that’s just the start.
Marketing takeaway: There’s a science and art behind color choice—especially as it relates to marketing fundamentals like call-to-action buttons. “Don’t choose colors arbitrarily,” Crestodina says.
What colors work best for your company will depend on your brand, positioning and audience. The best approach, as always, is to test how color affects response before choosing.
Secret 5: Names change behavior. What something is called affects our reaction to it. A recent study by David R. Just and Brian Wansink of the Cornell University Food and Brand Lab found that calling the same portion of spaghetti “double-size” instead of “regular” caused diners to eat less.
Marketing takeaway: Carefully consider how your wording might influence attitude as you name products, describe models or options and create customer messaging.
Secret 6: We crave belonging. We have an innate desire to conform. “When people are free to do as they please, they usually imitate each other,” said philosopher Eric Hoffer.
Marketing takeaway: Remove anxiety, signal belonging and build credibility with an audience by using social proof and signals—in the form of endorsements from well-known influencers in your market; badges or awards from McAfee, TRUSTe or Norton; media logos (from outlets that have quoted or referenced you); customer testimonials woven throughout a site (not exiled to a specific page); and social widgets and shares, assuming you have a solid social media program in place.
One more tip is to use inclusive, specific language on any call to action to signal what Crestodina calls a “call to conform.” Rather than having a sign-up box for a newsletter, say something like, “We are the nation’s leading resource for home heating and cooling information and supplies. Subscribe now.” You might invoke belonging by saying: “Join more than 35,000 contractors and homeowners who seek weekly heating and cooling tips and supplies.”
Samsung Galaxy S20 FE: Inspired by fans, for the fans
Samsung Electronics Co., Ltd. has revealed the Galaxy S20 Fan Edition (FE), the newest member of the Galaxy S20 series. Galaxy S20 FE is a premium flagship smartphone that includes innovations Galaxy fans told us they love most, and it is also made available at an accessible price point. COVID-19 disrupted the world as we knew it and technology is now playing a more crucial role in our lives and that is why we created Galaxy S20 FE; to deliver flagship experiences to more consumers.
Samsung took select features of the Galaxy S20 series, such as the super smooth scrolling display, an AI-powered camera, advanced chipset, hyper-fast connectivity, all day battery, expandable storage, with a streamlined premium design, in order to create the all-new Galaxy S20 FE.
“The S20 FE is an extension of the Galaxy S20 family and is the start of a new way to bring meaningful innovation to even more people to let them do the things they love with the best of Galaxy.” Says Mr. Caden Yu, the Managing Director, Samsung Electronics West Africa.
All you want, to do what you love
Express the best of yourself when out on a day trip or at night catching fun with a pop of color that reflects your personal style, attitude and personality. The S20 FE comes in variant colors of Cloud Red, Cloud Lavender, Cloud Mint and Cloud Navy.
With the S20 FE, the fun never stops. The pro grade camera and 30X Space zoom help you capture memorable moments whether near or far at day time.
Plus, the night mode multi-frame and powerful performance gets you through the fun nights and the 4500mAH battery keeps you on all day with little in between time to recharge using the 15W fast charging.
And since life can be unpredictable, the Galaxy S20 FE is water and dust resistant; IP68 rated. Better yet, when accidents happens, one can rest easy knowing the 24 months warranty and Screen repair offer that comes with Pre order has got your back.
The S20 FE is available for pre order from the 9th of October with a Wireless Bluetooth earphones, Clear Standing cover and Screen repair offer. You also get a 4 month Free Subscription on YouTube premium. Trade In Discount Offer also available from Pre order. Trade in your old phones and enjoy discount on the S20 FE
The S20 FE would be officially available in the market from the 23rd of October. Visit any of our Samsung Experience Store nationwide for an amazing and pleasurable experience.
With its variants of colors, S20 FE comes with a 6GB RAM/128GB ROM, a long lasting battery of 4500mAh with 15W fast charging, a 32MP selfie camera and a 120Hz Super-Amoled display.
FIFA 21: No demo for upcoming game, EA Sports confirm
EA Sports has announced that the company will not be releasing a demo for FIFA 21.
FIFA 21 is set to be released on PlayStation 4 and Xbox One on Friday, October 9, having being pushed back from its usual September release date due to the coronavirus pandemic.
In addition, the game will also be eventually released on the upcoming Sony PlayStation 5 and Xbox Series X, making this year’s release one of the most important in recent years.
Typically, EA Sports release a demo for each year’s game around three weeks before the official release, allowing players to test out the gameplay in one-off matches featuring some of the game’s top teams.
The demo is then typically followed by an early access period for those that are EA Play members, offering players a chance to play the full game for a limited time before release.
However, EA confirmed on Monday that this year’s game will not have a demo, with the company instead focusing on making sure the full game is prepared for its October 9 release date.
“We look forward to EA PLAY members jumping in 10 days from now and launching the game Oct 9.”
In recent weeks, EA has begun to unveil the list of the highest-rated players in the game, with Lionel Messi, Cristiano Ronaldo and Robert Lewandowski earning the top three places on this year’s rankings on the men’s side with U.S. women’s national team star Megan Rapinoe leading the way for the women.
This year’s game will feature improvements to career mode, new attacking systems such as Agile Dribbling, Positioning Personality and Creative Runs and improvements to the highly-popular Ultimate Team mode including FUT Co-Op gameplay and increased club customisation options.
Additionally, the game will feature a series of new icons: Eric Cantona, Ferenc Puskas, Xavi, Nemanja Vidic, Petr Cech, Samuel Eto’o, Bastian Schweinsteiger, Phillip Lahm, Fernando Torres, Ashley Cole and Davor Suker.
Editing HTML Like A Boss In VS Code
Here’s a seven minute video from Caleb Porzio that focuses on some of Emmet‘s HTML editing features. You might think of Emmet as that thing that expands abbreviations like
table.stats>tr*3>td*3 into glorious, expanded, and perfect HTML. But Emmet has other HTML editing trickery up its sleeve. My favorite is “wrap with abbreviation” (which happens to be
A on CodePen), but there are more, like expanding your selection inward and outward and tag changing.
If you haven’t seen it, the Emmet 2 preview on CodePen is pretty neeeeat. It shows you what you’re about to expand into before you do it:
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