So you want to improve your social advertising ROI? The Next Ad is a platform for data-based optimisations. What if we told you that you can also pre-optimise your Facebook ads based on how the human brain processes information? It’s called applied neuromarketing. In this article, you’ll learn some of the principles and techniques that you can apply.
Applied neuromarketing 101Originally neuromarketing refers to a form of market research where consumers’ brain activity is measured to predict the success rate of an initiative, say a TV commercial. Over time, the collection of insights into consumer behaviour grew substantially. In the past ten years, we learned more about the brain than all earlier years combined. This gave way to a new discipline: applied neuromarketing. In applied neuromarketing, you leverage the insights of how our brain processes information. This is used to improve your marketing efforts. Where normal marketing is generally focused on what works and what does not, neuromarketing is focused on the why and how. This deeper understanding enables you to become better at predicting the effectiveness of marketing efforts and creating innovative marketing efforts. Neuromarketing can be applied to any form of communication, from optimising your website to training your sales team. In this article, however, you will learn how you can use automatic brain processes to improve your social advertising ROI. Today’s goal is to provide you with new ideas and techniques to improve your own ad creation process. Let’s dive in.
The ad creation processWhen creating an ad, we all have our own process. You might use a process created by your company or something you found online. In creating and optimising ads for clients, we have created a 5-step framework that we call ‘neurofied ad creation’. When followed, it forces you to think about how you can apply the neuromarketing principles to the ad you are creating. Feel free to adopt anything you find useful.
Neurofied ad creation
- Business goal
- Required action
- Key emotion
- Create ad
1. Business goalWhy do you want to advertise? If you are trying to sell a product, you want to target a different behaviour than when you want people to subscribe to your mailing list. A concrete goal makes this process a lot easier. Write it down and keep it in mind during the creation process.
2. Required actionWhat action should the user perform in order for you to achieve your business goal? When your Facebook ad is a contest, you will want people to engage with a like, comment, or share. When selling a product, you want them to click on the shopping button. By explicitly stating the required action, you will keep focus and align your efforts.
3. Key emotionWhat emotion do you want to elicit in the user so the required action becomes more likely? The emotions we experience have a profound impact on our decision-making. Still, very few marketers consciously take this into account. So what emotions do you want to keep in mind? There are many, but we will discuss two emotions and their effects to give you a head start. The first emotion to consider is sadness. When we are sad, we want to change our circumstances, often by acquiring something. In other words, we are more likely to act and consume. Charities often use this emotion to get you in a receptive mode so you become more likely to donate. This is an effective method when you are solving a social issue. Fear is generally seen as the most effective emotion in marketing. Many of our actions stem from our fear to avoid physical, mental or emotional pain. To effectively use pain to motivate an action, you need to show three things to the consumer. You have to show them: 1) they are likely to be affected; 2) when they are affected it will be painful, and 3) they can avoid it (with your product or service). Speak to the pain you are solving or preventing. When you know what key emotion to elicit, the next question is how. There are many methods to elicit emotions, but we will briefly discuss three as inspiration.
- Associate with an emotional moment or object. Redbull used this masterfully by sponsoring adventurous sports to build a fan base of 48 million people.
- Show the right facial expressions. Nike often leverages this technique by sharing the expressions of athletes that accomplished something big.
- Tell a story. TOMS has a great story; for each product you buy, you help one person in need. And they share this great story with their “One day without shoes” campaign.