Faiza Tehseen

Adopting neuromarketing techniques can give Pakistan’s leading brands a competitive edge in the international market, said Ghulam Murtaza, a psychologist and neuromarketing expert, in an interview with WealthPK. “The brands that leverage neuromarketing insights can create more effective marketing campaigns and better meet consumer needs, resulting in increased market share and revenue,” said Murtaza. To analyze the consumer’s behavior and brain stimuli, neuro marketers use different techniques such as Functional Magnetic Resonance Imaging (FMRI), Electroencephalography (EEG), eye-tracking, facial coding, Galvanic Skin Response (GSR), pupil dilation, brain imaging, biometrics, and Implicit Association Test (IAT).

Application of these techniques provides valuable insights into the cognitive and emotional processes that underlie decision-making and preferences. Their results help tap into the subconscious desires and emotions of consumers to optimize marketing materials, website design, and packaging, enhance product offerings, and create personalized marketing campaigns. There is a huge potential for gaining business through neuromarketing worldwide, i.e., in consumer goods, finance, and healthcare. The Pakistani brands must adopt this technique to gain good business, better understanding of consumer behaviour, enhanced marketing effectiveness, competitive edge, cultural relevance, improved product development, cost-effectiveness, etc.

The smaller brands with limited budgets might consider alternatives such as surveys and focus groups. Additionally, it is crucial for businesses to strike a balance between leveraging neuromarketing insights and respecting consumer privacy and autonomy. ‘’NM can help quality national brands create more effective and targeted marketing campaigns. It will help them resonate with the target audience, ultimately leading to increased customer engagement, loyalty, and revenue generation,” added Ghulam Murtaza.

Discussing the importance of neuromarketing with WealthPK, CEO and owner of Murree Brewery Company Limited Isphanyar M. Bhandara said, “Neuromarketing is the modern times need that can impact revenue generation for quality national brands by helping them better understand their target audience and optimize their marketing strategies. In this way, consumers get improved product and brand loyalty besides a higher likelihood of repeating purchases.”

NM has become an important tool for brand recognition. Different techniques and mediums are used for this purpose, such as electronic, print, and social media. Mind capturing by providing qualitative products through outstanding and tactical presentation is the gist of NM. “We are introducing a punch line for our mineral water product ‘Be Pakistani, drink Pakistani’ (Pakistani bun kay jeo, Pakistani Peo). Our marketing, research, and development department and its sister organizations are active to apply different NM techniques to bring new life to our quality food and beverage products,” said Isphanyar M. Bhandara.

Raja Ata-ul-Noor, Director of Marketing Shezan and Secretary of All Pakistan Food Processors Association, Lahore, told WealthPK that all qualitative Pakistani brands are badly in need of adopting the neuromarketing strategy to succeed in both national and international markets. “International brands are doing a good business in Pakistan by using different NM techniques. It is very important for all international brands to stay aware of modern trends to compete and survive. While our company meets international standards and quality certifications, lack of using proper NM tactics is keeping it a little far away from realizing its real profit potential,” said Raja Ata-ul-Noor.

Credit: Independent News Pakistan-WealthPk