Free Online Marketing Course on Decoding Consumer Behaviour: Neuromarketing and Sensory Branding

This chapter introduces the growth funnel or pirate funnel framework, which consists of stages such as awareness, acquisition, activation, retention, revenue, and referral. It emphasizes the importance of mapping the consumer journey and utilizing the funnel to guide consumers from awareness to purchase effectively.

The discussion explores the concept of irrational loyalty, using Apple's innovative designs as an example to foster customer loyalty. It highlights the impact of emotional connections on consumer behavior and the importance of creating lasting brand loyalty through unique product offerings.

This chapter stresses the significance of cultural attunement in marketing, urging brands to understand evolving consumer behaviors and preferences to remain relevant. It explores the role of cultural context in shaping consumer perceptions and influencing purchasing decisions.

Delving into concepts like id, ego, and super ego, this chapter sheds light on understanding the consumer psyche and making moral adjustments for better marketing strategies. It discusses how psychological factors influence consumer needs and decision-making processes.

Triggers play a crucial role in consumer behavior post-trigger events, and this chapter discusses the Zmet approach, which explores how personal experiences and metaphors influence consumer thinking. It underscores the importance of utilizing triggers effectively to drive engagement and conversions.

Exploring sensory branding methods like utilizing smell, sight, touch, and sound, this chapter emphasizes the impact of sensory elements in creating emotional connections with target audiences. It highlights the role of sensory branding in evoking specific responses and enhancing brand recognition.

This chapter discusses leveraging the 4 P's of marketing – product, price, place, promotion – along with additional P's like people and process for strategic brand promotion tailored to consumer needs. It showcases successful brands using sensory elements to create impactful brand associations.

The final chapter emphasizes acquiring knowledge from industry experts, learning product marketing fundamentals, and networking with growth marketers for professional development. It introduces opportunities for skill-building in brand-building, advertising, and content marketing in the digital age.