How brands can better engage consumers – neuroscience

Neuromarketing is evolving as a tool in the marketer’s armoury and Millward Brown and Bangor University are leaders in this new science. They've partnered with Royal Mail to produce this innovative and exclusive research which examines and explains the science behind emotional engagement with a brand to understand the influence of different types of marketing materials.

The results reveal that the multi-sensory nature of direct mail and related materials generate a lasting impact in the brain, suggesting that it is seen as more 'real' by consumers and therefore more likely to build brand.

Other key findings include:

• It is easier for the brain to focus and maintain attention on direct mail-based material than screen-based content.

• Physical material evokes greater emotional processing, which can help marketers and brands improve the effectiveness of their advertising

• Knowledge, experience and emotion are the key areas of the brain to engage to achieve a strong, successful and balanced brand.

• Marketing with a greater emotional uplift is likely to increase sales.