Prof. Tarhan: “Those who rule big data rule the world.”
President of Üsküdar University Prof. Nevzat Tarhan stated that neuromarketing tries to measure how we mentally purchase neuroscientifically and said that "Therefore, measuring mental purchasing is done with the help of neuroscience." Drawing attention to the work done with the eye tracking device, Tarhan stated that "The eyes focus more on what people are interested in."
Neuromarketing expert Prof. Benny Briesemeister said that it has been determined that an average of $42 profit is obtained for every $ 1 with e-mail marketing.
The International Neuromarketing Symposium on 'New Perspective of Neuromarketing: Artificial Intelligence, Augmented Reality and Virtual Reality' was held at Üsküdar University Central Campus Nermin Tarhan Conference Hall on Wednesday, December 13.
The opening speeches of the symposium were made by Head of the Department of Neuromarketing at Üsküdar University Asst. Prof. Selami Varol Ülker and President of Üsküdar University Prof. Nevzat Tarhan.
Virtual reality, artificial intelligence and augmented reality in neuromarketing
Üsküdar University Head of the Department of Neuromarketing Asst. Prof. Selami Varol Ülker also emphasized that applications such as virtual reality, artificial intelligence and augmented reality will be seen at the symposium, which brings together scientists and industry professionals.
Ülker pointed out these applications, which provide deep insight into the understanding of consumer behavior and consumer psychology, and noted that the boundary between virtual and real is becoming increasingly blurred today, and new strategies are being developed thanks to artificial intelligence.
No amount of information is enough on its own
Reminding that the neuromarketing master's program started at Üsküdar University for the first time in 2014, Prof. Nevzat Tarhan said that the President of the Council of Higher Education at the time researched the literature on this subject and realized that such a subject was the first, and it was supported and opened.
Stating that those who deal with neuroscience have a distance towards neuromarketing, Tarhan said that “We have combined these two disciplines. The future of the world is also currently in multidisciplinary studies. No amount of information is enough on its own. Holistic approaches are at the forefront."
Tesla was right when he said 'It is all about energy'
Stating that the world experienced the first transformation of the digital revolution in 2018, Tarhan said that "While we used to say digital everything, now it is understood that everything is digital. What you call matter is also digital. Oscillation and vibration are everything. Everything is an energy. Tesla was right when he said that 'It is all energy.' They rejected him, and they laughed at him but he was right. At the moment, this has appeared after Quantum. Anything that is converted to digital format can also be transferred."
Touching upon 3D printers, virtual reality, augmented reality and big data, Tarhan emphasized the fourth industrial revolution, which is defined as industry 4.0.
Explaining that there was a machine revolution in Industry 1.0 and that power and money were in the hands of those who made this revolution, Tarhan reminded that electrical engineering was added to the mechanical revolution in the 1800s, and that it was the Titanic ship that united both industries.
The importance of information...
Noting that the electronic revolution began, automation came to the fore, and Industry 3.0 emerged, Tarhan stated that “The importance of information has emerged. Information superhighways appeared. In the 21st century, Industry 4.0 and big data came to the fore. Those who rules big data rule the whole world. From the mobility of airplanes, to monetary mobility, social mobility, economic mobility. Every mobility is now digitally controlled. This will become more and more common.”
Reminding what the university did in the Science and Idea Festival in 2013 on artificial intelligence, Tarhan also stated that the festival continues, which was held with high school students and in where technology, science and entertainment were combined.
In neuromarketing, the importance of the decision-making area of the brain emerges
Explaining that neuromarketing is also a part of this vision, Tarhan referred to the research of 2 cola brands that were a reference to neuromarketing, and explained that different results were obtained when the subjects drank cola in branded bottles and unbranded bottles.
Noting that when the brain sees the brand, the decision-making region becomes active by thinking, Tarhan said that "Moreover, an important evidence about neuromarketing emerges. The frontal region of the brain, the decision-making region, is involved. People think, they do not act with pleasure. One controls their pleasure. The importance of the frontal lobe, the decision-making region, becomes apparent."
Before physically buying a product, one has to buy it mentally
Stating that the issue of 'How can we influence people's decision-making region' will be discussed today, Tarhan stated that "It will always be very effective for decision-makers and advertisers in the market to get ideas on such projects before big advertisements. There is a lot of cultural dimension. Before buying a product physically, one has to buy it mentally."
Tarhan said that “Neuromarketing is trying to measure how we can buy goods regarding mental process in terms of neuroscience. Therefore, the ability to mentally measure purchasing is done with the help of neuroscience."
Men look into erotic, women look into romantic areas
Drawing attention to the work done with the eye tracking device, Tarhan said that "The eyes focus more on what people are interested in. Men are more interested in erotic areas. Women are looking at romantic areas.”
Stating that the female brain and the male brain vary according to their interests, Tarhan stated that it is necessary to act with information instead of acting predictively.
With email marketing, an average profit of $42 is made for every $1
Neuromarketing expert and Prof. Benny Briesemeister from IU International University in Germany, who participated in the symposium online and made a speech, evaluated the effectiveness of e-mail communication and said that e-mail newsletters are the most effective, popular and cost-effective marketing management.
Noting that the e-mail marketing method is serious in the world and 306 billion e-mails are sent per day, Prof. Benny Briesemeister said that it has been determined that an average of 42 dollars per 1 dollar is made with e-mail marketing.
Explaining that it is necessary to focus on a single message per e-mail, and that people no longer read all of the newsletters for shopping, Prof. Benny Briesemeister also stated that it is seen that the click-through rates increase in e-mails sent 3 times.
Prof. Benny Briesemeister also said that, $ 42 was increased to $ 400 with the targeted e-mail approach.
"Neuromarketing and Emotional Engagement"
In his speech titled "Neuromarketing and Emotional Engagement", Prof. Uğur Cevdet Panayırcı from Yeditepe University Faculty of Communication pointed to the development of neuromarketing and stated that having data about people does not always mean that they understand people.
Noting that there is no tendency to buy more because it is felt more, Panayırcı stated that people do not tend to buy just because it is an emotional advertisement.
Pointing out that the loyalty between brands and consumers in the past no longer continues, Panayırcı gave an example of the bond between newspapers and their readers.
After his speech, a plaque was presented to Panayırcı by Prof. Nevzat Tarhan.
Investigating the effects of advertisements on the brain
In her speech on "Neuromarketing and Science", Dr. Aline Simonetti from the University of Bonn said that the effects of advertisements and brands on the brain were investigated, and continued her remarks as follows: 'Are brands deeply ingrained in the minds of consumers? How does the consumer react when they see these brands during the day?" Simonetti also explained that they also investigated the issue of "Do consumers have similar brain patterns when they watch the same advertisement?", and that brain EEG support was obtained for this.
Simonetti also noted that the brands that conducted these researches decided how to advertise by looking at the EEG results.
In the symposium, Prof. Yetkin Bulut from Ondokuz Mayıs University gave a presentation on "Neuromarketing Education in Türkiye: Expectations, Problems and Solution Suggestions". Assoc. Prof. Dicle Yurdakul from Altınbaş University gave a presentation on "The Future of Consumer Neuroscience: VR and Big Data". Assoc. Prof. Mevlüde Nur Erdem from Ondokuz Mayıs University gave a presentation on "Advertising Research and Exploration of Consumer Trends in the Digital Age from a Neuromarketing Perspective". Prof. Nikolaos Dimitriadis from York University gave a presentation on "Marketing in Neuroscience" and Nomupay Türkiye General Manager Ergi Şener gave a speech titled "The Relationship Between Artificial Intelligence and Humans".
Üsküdar News Agency (ÜNA)