Neuromarketing as a Digital Marketing Strategy to Unravel the Evolution of Marketing Communication

Abstract

This chapter examines the pivotal role of neuromarketing as a digital marketing strategy in deciphering the dynamic evolution of marketing communication. Rooted in neuroscience and psychology, neuromarketing employs advanced neuroscientific tools to unveil subconscious consumer responses. In the context of the digital revolution, this chapter elucidates how neuromarketing seamlessly integrates with evolving marketing communication channels, emphasizing personalization and emotional engagement. The authors explore the significance of personalized content in cultivating consumer trust and loyalty and discuss the emergence of neuroanalytics as a metric for evaluating campaign success in the digital sphere. Ethical considerations surrounding the responsible use of neurodata are addressed, highlighting the need for industry guidelines. This chapter posits neuromarketing as a transformative force, guiding businesses toward a nuanced understanding of consumer behaviour in the ever-changing landscape of digital marketing.