Using neuromarketing technologies to improve the effectiveness of digital communications

Abstract

The purpose of the study is to examine the impact of neuromarketing technologies on the effectiveness of digital communications and to formulate recommendations for developing neuro-compatible digital content. The following methods were used in the study: analytical and theoretical – to study modern scientific approaches to neuromarketing and digital communications; comparative method – to compare different neuromarketing technologies; content analysis method – to study how brands use neuromarketing principles in online communication; prognostic – to determine the prospects for the development of neuromarketing technologies. The paper investigates the dynamics of information perception in the digital ecosystem and classifies neurophysiological mechanisms that regulate attention retention and memory encoding of the target audience. It was found that a modern product promotion strategy should focus on stimulating consumers' subcortical reward centres and visual attention. A critical assessment of modern neuromarketing methods was conducted, focusing on their adaptability, cost-effectiveness, and methodological limitations in the context of digital media channels. It is determined that neuromarketing enhances the effectiveness of message personalization and improves the accuracy of predicting audience behavior. Systemic shortcomings of traditional analytical structures in capturing the subconscious driving forces of consumers' reactions to digital stimuli are identified. It is noted that overcoming the systemic shortcomings of traditional analytical structures in capturing the subconscious drivers of consumers' reactions to digital stimuli in the industry requires a paradigm shift toward a hybrid analytical model. Neuromarketing has the potential to significantly increase the effectiveness of digital communications, provided it is used responsibly. The prospects for neuromarketing hinge on combining neurophysiological data with artificial intelligence and UX solutions, while maintaining high social standards and user protection.