Üsküdar University Founding Rector Prof. Dr. Nevzat Tarhan stated that neuromarketing attempts to neuroscientifically measure how mental purchasing is achieved, saying, “Therefore, the ability to measure mental purchasing is done with the help of neuroscience.” Tarhan also drew attention to studies conducted with eye tracking devices (Eye Tracking), adding, “People’s eyes focus more on what they are interested in.”
Neuromarketing expert Prof. Dr. Benny Briesemeister stated that an average profit of 42 dollars is obtained per 1 dollar with e-mail marketing.
The International Neuromarketing Symposium on ‘The New Perspective of Neuromarketing: Artificial Intelligence, Augmented Reality and Virtual Reality’, held at Üsküdar University Main Campus Nermin Tarhan Conference Hall, took place on Wednesday, December 13.
The opening speeches of the symposium were delivered by Dr. Selami Varol Ülker, Head of the Neuromarketing Department at Üsküdar University, and Prof. Dr. Nevzat Tarhan, Founding Rector and Chairman of the Board of Trustees of Üsküdar University.
Virtual reality, artificial intelligence, and augmented reality in neuromarketing
Dr. Selami Varol Ülker, Head of the Neuromarketing Department at Üsküdar University, pointed out that applications such as virtual reality, artificial intelligence, and augmented reality would be featured at the symposium, which brought together scientists and industry professionals.
Ülker, drawing attention to these applications that provide deep insights into understanding consumer behavior and psychology, noted that the line between virtual and real is increasingly blurring today, and new strategies are being developed thanks to artificial intelligence.
No single piece of information is sufficient on its own
Prof. Dr. Nevzat Tarhan reminded that the neuromarketing master's program first started at Üsküdar University in 2014, and said that the then YÖK (Council of Higher Education) President researched the literature on this subject, realizing it was a first, and it was supported and launched.
Tarhan also stated that those dealing with neuroscience kept their distance from the subject of neuromarketing, saying, “We combined these two disciplines. The world's direction is currently towards multidisciplinary studies. No single piece of information is sufficient on its own. Holistic approaches are at the forefront.”
Tesla was right when he said 'Everything is energy'
Tarhan stated that the world experienced the first transformation of the digital revolution in 2018, saying, “Before, when we said everything is digital, now it is understood that everything is digital. What you call matter is also digital. Oscillation and vibration are everything. Everything is energy. Tesla was right when he said 'Everything is energy'. They rejected him, laughed at him, but he was right. This has now emerged after Quantum. Everything converted to digital format can also be transferred.”
Tarhan also touched upon 3D printers, virtual reality, augmented reality, and big data, emphasizing the fourth industrial revolution, defined as Industry 4.0.
Tarhan explained that Industry 1.0 involved the machine revolution, with power and money falling into the hands of those who made this revolution. He reminded that electrical engineering was added to the machine revolution in the 1800s, and the Titanic ship united both industries.
The importance of information…
Tarhan noted that the electronic revolution then began, automation came to the forefront, and Industry 3.0 emerged, stating, “The importance of information became apparent. Information highways emerged. Later, in the 21st Century, Industry 4.0 and big data came to the forefront. Whoever masters big data rules the whole world. From the mobility of airplanes to monetary mobility, social mobility, economic mobility. Every movement is now digitally controlled. This will become increasingly widespread.”
Tarhan also reminded of the university's Science and Idea Festival in 2013 regarding artificial intelligence, and stated that the festival, which combines technology, science, and entertainment with high school students, continues.
The importance of the brain's decision-making region emerges in neuromarketing
Tarhan explained that neuromarketing is also part of this vision, referring to a study by two cola brands that had become a reference for neuromarketing, and stated that different results emerged when subjects drank cola from branded and unbranded bottles.
Tarhan noted that when the brain sees a brand, its decision-making region becomes active through thought, saying, “Based on this, important evidence regarding neuromarketing emerges. The frontal region of the brain, the decision-making region, comes into play. Individuals think, they do not act with pleasure. They control their pleasure. The importance of the frontal lobe, the decision-making region, becomes apparent.”
Before physically purchasing a good, a person needs to mentally purchase it
Tarhan said that today the topic of ‘How do we influence people’s decision-making region’ will be discussed, adding, “It will always be very effective for decision-makers, especially advertisers in the market, to seek ideas in such projects before large-scale advertisements. It has a very significant cultural dimension. Before physically purchasing a good, a person needs to mentally purchase it.”
Tarhan said, “Neuromarketing attempts to neuroscientifically measure how mental purchasing is achieved. Therefore, the ability to measure mental purchasing is done with the help of neuroscience.”
Men look at erotic areas, women at romantic areas
Tarhan also drew attention to studies conducted with eye tracking devices (Eye Tracking), saying, “People’s eyes focus more on what they are interested in. Men look more at erotic areas. Women look at romantic areas.”
Tarhan also stated that female and male brains differ according to their areas of interest, emphasizing that one should act with information rather than making assumptions.
Email marketing yields an average profit of 42 dollars per 1 dollar
Neuromarketing expert Prof. Dr. Benny Briesemeister from IU International University of Applied Sciences, Germany, who participated in the symposium online and delivered a speech, evaluated the effectiveness of email communication, stating that email newsletters are one of the most effective, popular, and low-cost marketing management methods.
Prof. Dr. Benny Briesemeister noted that the email marketing method has a significant scale worldwide, with 306 billion emails sent daily, and stated that an average profit of 42 dollars is obtained per 1 dollar with email marketing.
Prof. Dr. Benny Briesemeister explained that it is necessary to focus on a single message per email, as people no longer read all newsletters for shopping, and also stated that click-through rates increased in emails sent 3 times.
Prof. Dr. Benny Briesemeister also said that with a targeted email approach, the 42 dollars could be increased to 400 dollars.
“Neuromarketing and Emotional Engagement”
In his speech titled “Neuromarketing and Emotional Engagement,” Prof. Dr. Uğur Cevdet Panayırcı from Yeditepe University, Faculty of Communication, pointed to the development of neuromarketing and stated that having data about individuals does not always mean understanding them.
Panayırcı also noted that there is no increased tendency to purchase just because something is felt more, and stated that people do not show a tendency to purchase merely because an advertisement is emotional.
Panayırcı drew attention to the fact that the loyalty that existed between brands and consumers in the past no longer continues, citing the bond between newspapers and their readers as an example.
Following his speech, Prof. Dr. Nevzat Tarhan presented a plaque to Panayırcı.
The effects of advertisements on the brain are being investigated
In her speech on “Neuromarketing and Science,” Dr. Aline Simonetti from the University of Bonn stated that the effects of advertisements and brands on the brain are being researched, and they are working on questions such as ‘Are brands deeply embedded in consumers’ minds? How do consumers react when they see these brands during the day?’ She also explained that ‘Do consumers have similar brain patterns when watching the same advertisement?’ is being investigated, with support from brain EEG.
Simonetti also noted that brands conducting these researches decide how to create advertisements by looking at the EEG results.
At the symposium, Prof. Dr. Yetkin Bulut from Ondokuz Mayıs University delivered a speech titled “Neuromarketing Education in Turkey: Expectations, Problems, and Solutions”, Assoc. Prof. Dr. Dicle Yurdakul from Altınbaş University spoke on “The Future of Consumer Neuroscience: VR and Big Data”, Assoc. Prof. Dr. Mevlüde Nur Erdem from Ondokuz Mayıs University presented “Advertising Research and the Discovery of Consumer Trends in the Digital Age from a Neuromarketing Perspective”, Prof. Dr. Nikolaos Dimitriadis from York University discussed “Marketing in Neuroscience”, and Ergi Şener, General Manager of Nomupay Turkey, spoke on “The Relationship Between Artificial Intelligence and Humans”.
