In part one and two we looked at both of these topics; Neuromarketing and Transmedia storytelling. In this final blog, part three, we will discuss how these two things coincide and how they complement each other. Marketers are getting into neuroimaging methods to produce marketing, hence, Neuromarketing, marketers think that it will be a cheaper and more effective way to market and that it will give more reliable information to marketers faster by being able to see what consumers react to positively, not what they think they should like.
Neuroscience focuses on sensory processing by the way the consumers get informed, and the way they turn them into behavioral responses and transmedia storytelling has the opportunities to exceed customer engagement. Understanding human behavior and how we react to things is a massive part of any marketer’s job, so when you actually know what a person wants or how they perceive things it makes it easier to create a narrative that will be memorable.
So when you pair the two together, you can see science and art working together. As it turns out the discipline that we commonly call art, has many twists and turns as it meets the intersection where the crossroad of science converge. We think we’re these rational, logical thinking creatures but the actuality is, as the Neuromarketing scientists enlighten us, is that we commonly make subconscious, emotional decisions, sometimes even illogical ones, in one place in our brain and then suddenly a few nanoseconds later, we rationalize those decisions and process this in another place in our mind.
If you want really to inspire people’s decisions, behavior, and attitudes, you need to influence them in that other part of the brain where decisions are made. Accordingly, Neuromarketing scientists tell us that transmedia marketing stories are well-suited with communicating to that emotional processing part of the brain, whereas logic and telling people what is and lists of things that supposedly inform as well as persuade, don’t work.
Moreover, we all have great stories to tell through Neuromarketing. Many people do not know how to identify and share their best stories. Your narrative can mention your product, service, and similar topics; however, your ability to help should be the main character of the journey. You have a story worth telling, and it may take some time and energy to discover it. Once you unearth a story you want to share, make your story exceptional. The benefits of an in-depth, unambiguous and well-written story are immense. Notwithstanding, it should be an essential best business practice to enter into when developing your brand, product, or integrated service for your business.
Joe Arco, President of Multimedia Marketing Group: https://www.mmg-1.com/index.html
Rodger Dooley, “What is Neuromarketing?” https://www.neurosciencemarketing.com/blog/articles/what-is-neuromarketing.htm
Social Media Intern for MMG