Why choose this course?
Customer-centricity is no longer up for debate: we know now that SEO and SEM are not only about search engines, but reaching the user behind the screen. But do you really know how to cater for the user in a world that is full of choices that are made every second of our life - some of which are so automatic we don’t even realise we are making them?
Neuromarketing is the application of neuroscience and cognitive science to marketing, focussed on understanding and predicting consumer behaviour by studying how the brain processes and
responds to marketing stimuli.
In this course, you will learn the science behind decision making at every stage of the marketing funnel and how to gather new insights on your audience to create strategies that convert a casual
user into a loyal customer. You will dive deep into the tools and the research available, and learn the ethical considerations of running studies on humans, as well as how to recognise actual science
from ‘brain myths’.
This is a unique opportunity to really see how to bridge research and industry, and how neuroscience can be used tangibly in marketing campaigns to predict and optimise campaigns, enabling a real
connection with our audience. By the end of this course, you’ll be able to design and test marketing campaigns using insights from neuroscience, interpret consumer data at a deeper level, and ensure your research practices meet the highest ethical standards.
There will be a practical session as well, so bringing your laptop is recommended in order to get the most out of the course.
Who should attend this course?
This course is aimed at everyone who has an interest in consumer neuroscience, both from an agency or in-house perspective, and wants to learn how to ethically use insights from brain studies to test strategies that convert and that can give them a competitive advantage by adding more data to traditional analytics. It will be particularly helpful for SEO and performance marketers, UX specialists and brand strategists.
Course Content
In this training, we will cover:
- What neuromarketing is (and isn't) and how it can be leveraged by brands to improve customer acquisition and retention
- A brief introduction to the nervous system and its functioning, plus some false myths that have found their way into our industry
- The science of attention: how to capture and retain it in the world of 24/7 stimuli
- Instinct or reason? How decisions are really made
- The case of cognitive biases and heuristics in digital
- The role of emotions in perception and decision-making
- Real-world neuromarketing case studies
- Neuromarketing tools & limitations
- Gathering insights on your users to remove friction
- Best practices to employ neuromarketing in your omnichannel strategy & how to navigate challenges of bringing innovation in-house
- The basis of good research
- Ethical considerations and regulations
- Live demos: measuring and sampling user data with EEG, biometrics, eye-tracking
- The role of AI in measuring and predicting user behaviour
- Resources for further learning
- Workshop: create your end-to-end strategy
