Neuromarketing Strategies and Emotional Branding in the Digital Age

Abstract

However, with the introduction of online technology, traditional marketing strategies are increasingly being supplemented or superseded by more sophisticated means involving neurological sciences. Neuromarketing can assist in developing marketing strategies through the use of insights gained from the fields of psychology and neuroscience. In other words, neuromarketing involves analyzing emotions and cognitions of consumers in response to various marketing stimuli. This essay analyzes how neuromarketing can be used to achieve effective emotional branding in the digital age. Emotional branding involves forging links between the brand and the consumers through engaging them emotionally and making them identify with certain values and beliefs held by the brands. The use of digital media platforms such as social networks, websites and mobile applications to employ different types of neuromarketing techniques such as eye tracking, facial coding, and EEG is analyzed in this study. It has been observed that emotionally appealing advertisements influence consumers' decisions, memory of the brand, and brand loyalty. Ethical issues involved with neuromarketing are discussed in this study.