Dr Shetty says‘ SL must Use Neuromarketing’ @ APIIT MBA Diary 2021
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Dr Khyati Shetty at the APIIT MBA Diary 2021 address
Top business professional Dr Khyati Shetty the recipient of the GCC Education Leaders Award-2019, Top 100 Global Training and Development Minds-2018, Global Training and Leadership Award-2017 a leadership consultant for Government bodies of Nigeria, Ghana, Dubai and Mauritius addressing the MBA students of Asia Pacific Institute of Technology( APIIT) said that ‘ Neuromarketing’ is the 5th P in marketing that many companies have forgotten to use’. The programme titled APIIT MBA Diary 2021 attracted some of the best names in marketing apart from the cream of MBA students in Sri Lanka.
Dr Shetty defining Neuromarketing said that science of understanding how consumers subconsciously define what they want is the key that can unlock the reason a consumer chooses a particular product over another. It can also help brands decide on how to package their products and ultimately how to market them ‘ this is taking the world by storm and has been utilized by almost every major company and university in some way or form. Despite such a widespread influence on the marketing world, many people do not know how Neuromarketing helps an organisation.
The best case in point is packaging. Consumers get drawn to particularly striking or attractive packaging which is why biscuit brand marketers know that it is not always what’s inside that counts, but how one can elucidate the eye balls of a consumer. Scientific brand marketers use neuroimaging to reimagine their packaging and what responses one gets a positive, negative or neutral arousal to a brand. Another example cited was Dettol. The dettol green as what a common man evoke-to can stimulate emotions such an been a disinfectant and good to kill germs.
Dr Shetty going on to ‘adverting effectiveness mapping’ said to the cream of MBA students that many are not aware of the incredible potential of fMRI imaging to grant us insights into human behavior and consumer habits. One example was the use of fMRI is at the Tokyo 2020 Olympic Games on which creative stirred up the emotion of the ‘ spirit of achievement’ against every odd. The ad campaign that elicited the highest amount of brain activity across nationalities was selected. This novel approach is a new avenue for identifying ad campaigns that will genuinely engage the public said the powerful personality at the MBA Diary that was captured by the moderator Dr Rohantha Athukorala a top marketer in Sri Lanka who chaired the panel discussion with the Head of Marketing and Communication fir HSBC Sri Lanka Tharanga Gunasekera, The Senior Vice President Marketing at Nestle Makshoodh Meerasaibu and top advertising professional Salonica Perumal.