Emerce Conversion: how do you activate the subconscious brain?

Chantal van den Berg, expert in neuromarketing, neuroscience and behavioral psychology, opens next Thursday Emerce Conversion at InnStyle in Maarssen. She worked in commerce, marketing and consultancy and wrote the book Brain Game, which explains how to activate the unconscious brain.

At some point you developed an interest in neuromarketing, neuroscience and behavioral psychology. Was there a specific reason for that?

“I noticed in my work that when marketing services, insights at the front became increasingly important to put together the right marketing policy with associated marketing campaigns. This also meant that the marketing campaigns could be given a different direction.

“Through scientific literature I read about the different techniques such as the work of Kahneman, Cialdini, Thaler, Ariely and others. I then started to process these in the various campaigns to see what effects they had and to learn how we could improve, adapt or also use them at other communication moments.”

How have you seen neuromarketing change over the years? Do you think this is now a mature science?

“The term neuromarketing was first used in 2005, but it was mainly used by advertising agencies long before that without it being given that name. In the beginning, it was mainly a research tool that was used to set the right direction, prognosis or campaign. In recent years, neuromarketing has developed using all kinds of online tools that provide insights, but you also see that various techniques are applied in campaigns or other means of communication. In the future, new forms of research and models may be added. You can compare it with the rise of the robotization of society and the further rise of artificial intelligence. They are going to change our lives.”

Is neuromarketing sufficiently applied in online conversion and if not, what is the cause?

“A number of major players in the market are known to be fully engaged in including and applying neuromarketing in their online conversions. With SME’s you mainly see the application on websites and in funnels. The great thing is that you can also apply neuromarketing very well in other forms of online communication. It can therefore be used much more from that point of view.”

It may be that online marketers are a bit hesitant about neuromarketing because it requires a lot of insight and knowledge. Should you always attract neuromarketing expertise externally, or is it better to develop it yourself?

“It is indeed true that you cannot use neuromarketing after watching a Google video. You need insight and knowledge of the various techniques and how they can best be used. An organization can very well start with an expert, gain experience and then decide whether this expertise is necessary in-house. That depends on the type of company, the size and the products or services.”

Do you have a recent example of neuromarketing that can inspire others?

“Not an easy question in itself, because from the front you can never directly deduce whether neuromarketing has been used consciously. I think a good example is the personalized mailing from travel organization Corendon. They send existing customers who have previously booked a specific hotel a personal travel brochure with your previously booked hotel with an offer on the front. To stimulate the promotion, they are adding a laminated discount card with the word personally printed on it. Arrows draw attention to the pass. On the back of the pass is a photo that feeds the association with a nice holiday feeling for two people. The text emphasizes the choice stress of the offer. In short: Corendon wants to give the impression that they fully understand what you like and that they immediately have the solution.”

Emerce Conversion: Culture of experimentation will be held April 21 at InnStyle in Maarssen. Other speakers include Erin Weigel of Deliveroo, Lucas Bos of RTL, Lucia van den Brink of NU.nl and Marisk Buijs of the ANWB. Cards here.

Source: Nieuws – Emerce by www.emerce.nl.

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