I’m exceptionally bending the rules to self-promote a whitepaper that just got awarded for ‘Best Use of Neuroscience’ at the MSIX ’15. Not only am I proud and excited about this work we did, but I also feel it’s a topic particularly interesting and new to the digital ecosystem.
What is it about? RadiumOne partnered with neuroscientist Dr Peter Steidl to bring neuroscience and online marketing together. In this research – ‘Drugs, Data & Tech: has marketing utopia arrived?’ – we identified what drives individuals to share online content, when they engage with the content and then how marketers are able to find this audience and engage with them in real-time.
Why should you read it? Neuromarketing is emerging as a core subject in the online environment to be able to understand individuals’ buying decisions, mostly made in the unconscious mind. The first chapter helps us understand that consumers are more likely to make a buying decision when the advertising message they receive is aligned with their immediate mood or goals. For this reason, content sharing is an important signal of intent & interest for a marketer which leads us to the second part, revealing the challenge in targeting an individual successfully is not so much to rely on the creative messaging only but rather to identify these real-time emotions and passions through their social sharing data. After demonstrating how targeting an individual during social sharing delivers successful results through specific case studies, the last chapter explains how RadiumOne’s technology is enabling marketers to reach out to these individuals and their social connections in real-time.
So what? I would say that the key takeout from this study is that technology gives us the opportunity to be more consumer centric and rather than focusing on the message only, we are now able to act based on the emotions that are shared through social sharing. These data points are extremely precise in time and, therefore, are much stronger than any targeting factoring only the demographic, behaviour or geolocation. Although this research does not pretend to answer all the fascinating learnings neuroscience can bring to online marketing in a few pages, it certainly does have the merit to demonstrate that social sharing data insights, when actioned in real-time, will deliver improved results for marketers.