Marketers are operating in an increasingly competitive environment, so it's more important than ever to know all the tips and tricks to make your marketing succeed. Neuromarketing creates exciting opportunities to create marketing messages that really resonate with your customers and help you stand out from the crowd.
This practical and accessible guide is for curious early to mid-level marketing professionals who are keen to gain a competitive edge. Utilizing insights gained from academic neuroscience, this book provides a series of areas marketers can focus on in order to improve the engagement and results achieved by their campaigns. Written by expert trainer Katie Hart, this book features research conducted over many years with real brands such as Dove, Spotler and the CIM, providing insights on what really does work that can be applied across any type of business.
Covering subjects from how to improve recall and what informs the decisions we make, all the way to how marketers can utilize each of the senses in order to have the most impact, this comprehensive book will be your ultimate guide to creating powerful marketing messages. Neuromarketing will ensure you can successfully navigate changing consumer behaviour, attract and retain more customers and increase relevance for your target audience, all within one handy guide.
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Produkt-Hinweis
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-3986-2278-4 (9781398622784)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Katie Hart is an international speaker, trainer and researcher who has been working in the field of neuromarketing for 15 years. Based in Cambridge, UK, she runs her own neuromarketing insights, training and consultancy business, Katie Hart Ltd., delivering impactful training and research to companies including Unilever, Lloyds Banking and Honda. She is the Customer Insights tutor for the Cambridge Marketing College and delivers webinars, podcasts and training on behalf of the Chartered Institute of Marketing (CIM) including the 'Neuromarketing Masterclass' which she developed on their behalf.
Section - ONE: Insights into the Customer Brain
Chapter - 01: Welcome to Neuromarketing: The Benefits and Opportunities
Chapter - 02: Tools of the Trade: Exploring the Pros and Cons of Different Neuromarketing Methods
Chapter - 03: Attention All Marketers: How Different Senses and Approaches Can Capture Your Consumer's Attention
Chapter - 04: It's Going to Get Emotional: The Role of Emotions within Consumers' Brains and What it Means for Marketers
Chapter - 05: Reasons to Remember: Ways to Improve your Chances of Being Recalled
Chapter - 06: Defying the Decision-Making Odds: What Informs the Decisions We Make
Section - TWO: Putting Theory into Practice
Chapter - 07: Knowing Me, Knowing You: The Importance of Really Knowing Your Audience
Chapter - 08: Picture This: The Priority Allocated to Visual Information in the Brain
Chapter - 09: Colourful Choices: The Effect Colours Have on Your Consumers
Chapter - 10: It's Only Words: How Human Brains Have Evolved for Language and What This Means for Your Communications
Chapter - 11: Sounds Good to Me: How Brains Process Sounds and How to Capitalise Upon This
Chapter - 12: Touch and Go: The Need to Still Consider and Incorporate Touch in a Digital Age
Chapter - 13: Smell and Taste: The Two Senses You May Not Have Considered
Chapter - 14: Pick'n'Mix: How Our Senses Work Together and How to Hack Them to Improve Customer Experiences
Chapter - 15: Putting It All Together: Ways to Get Yourself Started and Continue Exploring Neuromarketing
