This approach has become most widespread among marketers and neuromarketers in the USA. At the moment, all consumers there are divided into the following generations:
baby boomers, who were born between 1945 and 1965;
Generation X, born between 1965 and 1980;
Generation Y, born between 1980 and 1995;
Generation Z, born between 1995 and 2012.
The next generation will be employment data paqckage the “alpha” generation, but marketers do not take it into account because they are still children.
Model "Psychea"
A company with this name has proposed a model of its own design, according to which the entire population of the Earth is divided into four psychotypes:
traditionalists;
aesthetes;
hedonists;
independent.
Each psychotype has its own values and desires, so they choose this or that product or service differently.
The main values for traditionalists are stability, accumulation and control. When it comes to choosing a brand, the decisive role is played by the arguments of reason and logic.
Aesthetes are characterized by such values as well-being, social approval, security, and a sense of belonging. They place an emphasis on feelings when choosing a brand.
Hedonists value pleasure, show, status, and respect. When choosing a brand, they are primarily concerned about how they will look.
Independents prioritize individuality and recognition. When choosing a brand, they care about what it does for them and what benefit it can bring them.
If a marketer has an understanding of what motivates customers to buy, he can create newsletters and other content for each type of potential buyer. If a representative of the target audience has a mathematical mindset and thinking, then the best action in relation to him will be to send a letter with a comparison table or calculator, which he will need in any case. Some clients will receive letters with a photo or autograph of a celebrity, the inscription to which will be a symbol of belonging to the great. Such steps increase conversion rates from 4.5 to 90%.
Neuromarketing: Visualization of Emotions
Human emotions are the driving force that pushes them to make a purchase. For this reason, any advertising should evoke an emotional response in the target audience. But it is important to understand what specific emotions and how to provoke them. Neuromarketing is designed to solve these issues.
Neuromarketing tools
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Arndt Treindl's book "Neuromarketing. Visualizing Emotions" reveals some aspects inherent to the work of the human brain. We have already become acquainted with it a little earlier, here are a couple more concepts:
A simple smiley face next to the price tag can have a significant impact on stimulating the desire to purchase a product. It is no secret that the smiley symbol encourages purchase.
You need to try to choose the topics that cause the strongest neural stimulation in the target audience. For example, scientists have proven that men respond well to themes of success, aggression and eroticism, and women to relaxation, children and smiles.
When using neuromarketing in advertising, it is not by chance that all advertising brochures and banners depict joyful and happy people. It has long been proven that sales are increased by