The decision to either buy a product or not proceeds from the brain. A good digital marketer needs to do a comprehensive analysis of how the brain is programmed and its pathway in decision making. Experts in digital marketing leverage on this knowledge to design their marketing campaign, website, theme, content, etc. Researchers have been done extensively in this area of marketing which evaluates the brain impact in decision making. This is called Neuromarketing. Many years ago I heard that there are 3 platforms you subject every raw material for decision making- Rational pathway, Logical Pathway, and analytical pathway. In real life, raw materials for decisions are subjected to two pathways- Logical Pathway and Emotional Pathway. Both pathways are in the brain hence the brain is the key organ of focus in marketing. Neuromarketing helps us to profile the brain and master how to navigate the complexities of the emotional and logical pathways in getting our prospect to take the desired mutually beneficial ethical decisions that we want them to take. When we in marketing or digital marketing understand this we can plan our activities to synchronize with the brain decision-making framework, enter our prospects emotional bank to find out what ticks with them. It is noteworthy to state that though there is a rapid change in digital marketing tools/channels, the human behavior that drives buying pattern remains the same and is not changing. One major relevance of knowing this principle of marketing is to utilize it to induce your desired action which might be to generate leads or to get sales. We know that every customer is on an emotional journey so there is a need not only to walk with them as they journey on the buying tunnel but also to collaborate with them as per the direction they go on this journey.
A neuroscientist has established that there are 3 layers in our brain each playing a critical role in the thought, feel, and decision process. The layers are New Brain, Middle Brain, and Old Brain. Each is designed to adapt to a specific function. We will be evaluating these layers in this article and also see how we use our knowledge of them as leverage in our digital marketing activities. The 3 layers can be also can be looked at in another perspective as the mind, emotion, and will. The mind is the seat of Logic, the emotion is the seat of feeling and the will is the seat of decision. In the same vein, the new brain is the thinking infrastructure of the brain, the middle brain is the seat of feeling and the Old brain is the seat of decision that ascertains the course of action the entire system takes. Information and stimulus are feed in from the New brain then through the Middle brain to the Old brain, The old brain filters the information and uses it to come to a conclusion on the course of action to take. The old brain is the oldest part of the brain and it is responsible for basic survival. It x-rays all stimuli that are transmitted to it from a survival standpoint. This part of the brain prioritizes survival above any other thing. The New brain is the more advanced part of the brain that handles more complex issues. It is the most peripheral part of the brain. Generally many marketing communications targets and engages the new brain, But the new brain is not the one that cuts the shots, so it is very important to drive deeper and engage the old brain as it is the one that finally cuts the shots

Neuroscientist has concluded that there are 6 stimuli that can trigger the old brain. Knowing these stimuli and designing a marketing framework that is targeted to them will give a digital marketer a competitive advantage above another digital marketer that is not conscious of these.

The 6 stimuli are

1. Self-centered
2. Contrast
3. Tangible input
4. The beginning and the end
5. Visual stimuli
6. Emotion
Christophe Morin and Patrick Renvoise wrote a book in 2005 called Neuromarketing where they shared some insights on these principles. We will evaluate these principles and how we can employ them in our day to day digital marketing activities. We will also take quotes from the book Neuromarketing.

1. Self-centered: “The old brain is responsive to anything pertaining to a self. Why? Because it’s completely self-centered. Think of the old brain as the center of “ME,” with no patience or empathy for anything that does not immediately concern its own well-being and survival.
In simple term when running your campaigns you must be customer-centric. An average customer is self-centered. They are not bordered about your great features, that does concern them. They are focused on the benefit they can get from you. What is in it for me. Why should I border to take a second look etc are the questions that run through your client's mind as they come across your advertisement, what do about your headache. Your message should be tailored to meet their need and not to hype about how great your organization is.
Christophe Morin and Patrick Renvoise wrote further “this stimulus explains why 100 percent of your message as a seller should focus on your audience, not on you. If you take a critical look at your typical presentation, website, or even your brochures, you will find that a lot of content relates to your business, your people, your history, your values, and your mission statement – none of which is of any particular interest to the survival brain of your audience.”
So your ad copy must clearly state what benefit the client will get from your product
I am currently running a mini-degree on scholarship with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Ekeleme Innocent
Co-Founder Premium digital marketing academy
www.premiumdigital.com.ng
www.ess.com.ng
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