In this video, Jonathan Rolley explains how the brain has two different systems and why this is of vital importance to marketers. Science is gradually revealing more and more about the differences between our conscious and subconscious actions.
Neuroscience is now driving the field of neuromarketing.
Neuromarketing is a relatively new tool that is available to the industry. At Direct Response Media, we are interested in anything that can help our clients to achieve better response rates, more lead generation and ultimately, a bigger ROI. Understanding how and why we have to initially appeal to the subconscious brain can literally mean the difference between the success or failure of your next marketing campaign.
Every second, humans are exposed to a tremendous volume of data. This varies anywhere from 400 billion bits up to 16 trillion bits of data. That's trillion, with a ‘T’.
What the scary thing is, is when we understand what percentage humans are actually conscious of. So humans are only conscious of 2,000 bits out of that 16 trillion bits. So it’s tiny, it’s minuscule, it’s very, very small what we are actually aware of.
What's going on here?
There's actually two operational systems. There's a System One and there's a System Two.
Let's look at System One to start with. System One is our unconscious mind. This is the decision-making that's going on that we aren't even aware of. This is when our heart is beating. This is when our body's controlling our breathing, our blood circulating.
Let's look at System Two. System Two is the part of our mind that we're conscious of. This part of the mind takes a lot of cognitive resources to drive. This is where we think critically. This is where we are proactive in our thought. This is where we're very analytical.
This is where we look at tasks that might have been (say) walking; it might have been riding a bike; brushing our teeth or tying our shoes. These are the tasks that start off very cognitive resource heavy as we learn these new activities. As they become unconscious, this is where System One takes over and it (then) takes very little resources to actually run these activities.
So, that's the difference between System One and System Two. System One is unconscious, System Two is conscious. We're aware of our thoughts.
But it's vital that we understand, as marketers, the majority of decisions actually take place in our System One.
As we're building communication, we must talk (initially) to our System One, but also communicate to our System Two.
Download our free neuromarketing ebook to find out more.