Free Essay About Marketing In The Digital Age
Neuromarketing is easier in e-markets. Neuromarketing is easier in e-markets because it fits in the main agenda of identifying the emotional impact of the e-advert and predicting the customer’s behavior. E- Marketing benefits from neuromarketing because it helps influence customer behavior at the point of purchase by creating an understanding of the customers’ expectations and meeting them (Khalid et al. 2013). Neuromarketing is all about getting the attention of the customers that is easily done in e-marketing. Neuromarketing is used in e-marketing to achieve a variable emotion on the advertisement. The advert is made interesting to the customer to catch their attention and not too intense to cause boredom. Neuromarketing is also used to create a memory of the products or services in e-marketing.
An example of a company that uses neuromarketing is Coca-Cola. The company used neuromarketing to make potential and existing customers to connect more deeply with their drinks. Neuromarketing was used to create a memory in consumers causing them to remain loyal to the brand. Facial coding has been used to measure the subconscious preferences of the customer. The company has benefited from using neuromarketing to research what triggers customers to purchase the products and meet these needs so as to increase their sales.
I am pro neuromarketing and the benefits it offers to companies in reaching their customers. The concern that the technique gives undue power to marketing stimuli is not entirely true. However, neuromarketing is beneficial because it will help both the marketers and the consumers have a better understanding of how they make decisions (Jyrki et al. 2012). The technology will help companies make products that are more meaningful and useful to customers because they understand their subconscious desires and needs. The customers will be empowered and informed about the shopping choices they are making and why they are making specific purchases.
Partnering with Cyber-Health’s e-business approach will complement Med Ed’s traditional marketing strategy. Cyber-health will help Med Ed increase its reach. Traditional methods of marketing already in use are limited in the number of people that receive the information. The e-business will reach students in locations that Med Ed is currently not able to reach. The partnership will also allow Med Ed to expand their scope of coverage at reduced costs. E-business will also provide Med Ed with the platform for increased interactivity with their current and potential students. Students will be able to interact conveniently with the institution as compared to traditional methods where physical presence is needed. The e-business will support immediacy in querying and in giving of responses (Hooshang and Esamail 2007). Students both existing and potential can raise issues and the institution can offer quick answers online.
The strategies that Med Ed can use in their e-business marketing include, Search engine marketing where they would invest to have successful search engine rankings. The institution can also use e-mail advertising by ensuring that their e-mails are not in the spam folder and having catchy subject lines. The institution can also use display marketing and blog marketing strategies. The fundamentals that Med Ed needs include web analytics fundamentals. The fundamentals will enable them to understand their customers better in order to have their online efforts become more efficient. They will also need to understand the fundamentals of managing dozens of clients and how to make and run campaign setups. Finally, the e-business partnerships will offer Med Ed with adaptivity to their marketing strategies and closed loop marketing. They can evaluate the feedback of the marketing strategies and make improvements.
Khalid A., Hasan G. and Jihane M. (2013). The Contributions of Neuromarketing in Marketing Research. Journal of Marketing Research 5(4): 20-33.
Jyrki S., Lauri P., Seppo L., Mika W., Jarmo H. and Jussi N. (2012). Neuromarketing: Understanding Customers’ Subconscious Responses to Marketing. Technology Innovation Management Review.
Hooshang M. and Esamail S. (2007). The benefits of e-business adoption. Service Business 1: 233-245.
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