The Latest Neuromarketing Insights made actionable

When I was a student, I once had the honour of giving a presentation to the board of directors of a Fortune 500 company. In this presentation me and my project group proposed multiple recommendations in order to improve their communication efforts. This was one of my first big presentations, so naturally I was a bit nervous. This feeling caused me to refer to their communication efforts as “shit”. In all honesty, those communication efforts were certainly suboptimal, but my choice of words was even more so. I can still hear my group leader grunting loudly in the background when I think of it.

When in Italy, my father-in-law has a proven technique for finding the best wine in the supermarket: By checking which shelf is the emptiest, he knows which wine is being drunk by the locals and thus is the best to get at that moment. In other words, he gladly uses the scarcity principle when being confronted with many choices in a fairly new and uncertain environment.

We live in a returns culture, where delivery is free and so are the returns. Zero shipping fees and favorable in-store return policies make it very attractive to bulk buy products consumers don’t need. When consumers return their purchases, it causes losses for the companies due to extra logistical and repackaging costs. An increasing amount of returns have a negative impact on the environment too.

Marketers should strive to reduce the returns to save costs and reduce the adverse footprint on the environment. A recently published study has discovered a simple yet highly effective technique companies can use in this regard.

Wat exactly makes communication ‘work’? And what does successful communication look like in the brain? The latest brain research shows it is not so much a matter of specific brain areas lighting up, but rather the degree to which multiple brains react in the same way.

Emoticons and emoji’s seem to be everywhere these days: In text messages from friends, in social media campaigns from major brands and even in e-mails from customer service representatives.

And that makes sense, right? They present an opportunity for companies to connect with their customers in a relatable and creative approach. Besides, according to a global survey conducted by Genesis; 40% of customers claim that the biggest improvement in customer service can be achieved through investing in a “better human service”. So why not use emoticons in customer service interactions in order to make them more human?