How Neuromarketing Can Revolutionize the Marketing Industry Traditional metrics (like clicks, shares, and scroll times) can tell you a lot about campaign performance, but they can’t measure how customers feel about your brand. That’s where neuromarketing comes in. As a supplement to more standard marketing performance metrics, neuromarketing can help you analyze the emotional response to your campaigns. Neuromarketing tells us what colors, pictures, music, or messages resonate the most with audiences. Your team can use this data to identify customers’ ad preferences. Take a deep dive into how neuromarketing works for popular brands. Let’s turn to P&G for a real-world example of neuromarketing at work. In partnership with marketing firm Dentsu Data Labs, P&G designed an experiment to find mobile ads that emotionally resonated with their audience. During testing, the company worked with Sticky, a webcam eye-tracking tool by Tobii Pro, to measure engagement of on-the-go users. What they found was intriguing — the time spent watching video ads on social media was not equal to the time they spent focusing on the ads. Social platforms’ impressions and watch rates did not correlate with real customers’ engagement. Moreover, Sticky detected which video ad details triggered a desire to interact with the brand. Eye tracking data became actionable insights, highlighting content P&G should change to retain audience attention. The big takeaway: Knowing what the brain actually resonates with is more important than knowing what people say they like or how much time they spend watching ads....