The Age of Neuromarketing By Francesco Furnari

The use of neuromarketing tools leverages recent scientific findings in the field of brain research to bring greater efficacy to marketing communications as well as organizational internal communications.

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During his talk, Francesco will bring actual samples from the field that demonstrate how our brain responds to messaging, reflecting the effect of implementing a neuromarketing approach. Research in this field has revealed various types of messaging techniques that cause our brain to react strongly and move us to act. This resultant action is the drive for implementing neuromarketing in any organization that delivers messaging.
Naturally, marketing, advertising and the use of social media stand to substantially benefit from these recent scientific findings. Additionally, internal communication departments can significantly improve their messaging strategy as well as the success engagement with their employees. In particular, e-learning programs that have been overhauled to use neuromarketing techniques have been shown to significantly improve their efficacy and employee satisfaction.
Francesco will start by presenting relevant concepts of the brain’s physiological structure, namely, the 3 brains: the new brain, the middle brain and the reptilian brain and how they communicate with each other. Significantly, we now know that the reptilian brain plays a key role in our reactions and decision making process. The talk will go on to detail specific types of communication and how they trigger reaction by the reptilian brain.

About the speaker:
Francesco is Director and Co-founder of Clarity International - a digital design agency that projects new forms of STORYTELLING through INNOVATION and TECHNOLOGY.
Francesco has fifteen years of international experience in marketing communications, business development and product/service customer experience skills. Prior to Clarity International, Francesco was part of the senior management team at Venation, while at networking giant British Telecom he performed a number of brand, marketing and communications roles. Earlier in his career Francesco worked as consultant with Cisco Systems, RAI and Hewlett-Packard. Francesco has won numerous honours and awards including Red Herring Top 50 Innovative Company and the Guardian 100 Index business leader & Company to watch. He is also co-author of the textbook "Exploring Internal Communication" published by Pearson.