Unconscious Marketing – The Brain Beneath The Purchase
“The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.” – Albert Einstein
Most marketers believe that the purchase behavior of individuals is driven by conscious choice and rational thought, but is that always the case and is that the controlling factor to our everyday actions?
For years, marketers have been simply talking to themselves instead of speaking to the real desires and motivations of consumers. They put all their bets in on one hand, market research. And when a campaign does not work, they rationalize the effectiveness of the wrong marketing tools aimed at the wrong target audience.
Metrics of awareness have always been the gold standard for guiding and measuring campaigns and brand success. Marketers spend an enormous amount of their marketing budget and time on measuring advertising, message, and brand awareness. But these measurements only skim the surface. They fail to understand the undertone of unconscious causes that often equivocate awareness. When asked how much market research was conducted to guide the launch of Apple’s iPad, Steve Jobs famously replied, “None. It isn’t the consumers’ job to know what they want.”
Think of the human mind. Now picture the brain as an iceberg, where the tip is your “conscious” decision-maker while the rest lies beneath the surface hidden from perception, or the “unconscious”. This realm of our brain is the key to our thought, behaviors, beliefs, and even our decision making without our awareness.
The point is that marketers must dive beneath the surface of what has worked in the past, beyond the trendy bar graphs of market research, and truly seek to understand the deep-seated motives of consumer’s behavioral causes. Below the surface is where our intuitive drive, emotional desires, and unconscious minds hide. This is the part of the brain that controls almost all our behavior.
Einstein serves as a true testament to imagination by integrating the conscious, logical thinking with the unconscious, intuitive insight to the world of discovery. By understanding the power and importance of the unconscious mind, Einstein discovered the theory of relativity by imagining what it would be like to ride on a beam of light. Maybe we as marketers can look at a problem from a different perspective by getting outside of our own heads and into the minds of our customers in order to better communicate our stories.