Neuroscientific Perspectives in Digital Marketing

Neuromarketing is an emerging interdisciplinary field combining consumer behavior, neuroscience and economics that can provide in advertising industry new strategies in order to correspond the new market situations in a more effective way than traditional marketing methodology can do. The integration of the Triple Brain in neuroscience, economics, and particularly marketing has played a crucial role, as the model is no longer the neocortex, the most significant section of the brain, and the one who sends instructions. In contrast, the primary function is played by the lower and middle brain, which are responsible for regulating emotions and human reactions, with an immediate impact on the creation of a person's behavior. The marketing effort through advertising (digital or not) must first target the reptilian brain of the consumer, then pass through the limbic brain's emotions and moods, and finally be able to be dealt with and processed by the neocortex, with the ultimate goal of increasing the marketer's likelihood of making a profit while simultaneously gaining the consumer's trust. This paper will present, in the first phase, a technique used on the core website of ZOPA financial institution (zopa.com), and in the second phase, this technique will be analyzed, in the context of neuromarketing, in terms of how it attempts to consolidate these messages from the three brain types (reptilian, limbic, neocortex) of the online visitor-consumer. As a result of the aforementioned strategies, ZOPA Bank's website, which takes advantage of the fundamental concepts of neuromarketing regarding how the threefold consumer brain processes information, is able to attract a growing number of internet visitors/potential consumers. The results indicate, among other things, that the adoption of digital neuromarketing methods in combination with digital marketing techniques is a significant tool for exporting and receiving conclusions in the decision-making process, particularly in the advertising and consumer behavior disciplines.