Developments in this new field could drive improvements in marketing effectiveness.
Despite having access to a range of metrics, marketers struggle to measure one of the things they most want to achieve with consumers – the emotional impact of their messages. This article profiles some emerging technology that gets us closer to achieving this, part of a field called neuromarketing.
Neuromarketing tries to use easily measurable changes in the bodies of consumers to get signals of their emotional engagement while exposed to marketing content. An example of this technology is the INBand produced by Immersion Neuroscience. A sensor in an armband is used to track the activity of a nerve that controls heartbeat. This gives a measure of oxytocin, a neurochemical associated with the empathy and resonance marketers want to create.
Comparing neuromarketing with existing metrics of engagement has yielded some surprising results. Immersion found in a test that their rankings of responses to Super Bowl 2018 ads were almost the opposite of a self-reported measure of engagement, USA Today’s Ad Meter.
[6 minute read]