Prospects of Neuromarketing Application in Communication Activities of Logistics Enterprises

Abstract

Neuromarketing has a wide range of applications: to build an effective communication policy with consumers, investors and other components of the business ecosystem. Compliance with ethics of neuroscience, data protection, helps to increase consumer confidence, more efficient, more personalized satisfaction of needs. Companies need to educate consumers about the relevance of neuromarketing. Motivating factors are: better, more complete and comprehensive satisfaction of current and anticipation of future needs to improve the quality of life, and this requires constant research.

The advantage of neuromarketing is that it allows to detect reactions that occur under the influence of new factors, in particular in a Covid-19 pandemic.

Content analysis of leading in Ukraine logistics companies websites showed a comprehensive positioning of companies, paying significant attention to quality standards, environmental safety, corporate social responsibility. In order to achieve the desired emotions, response of consumers more effectively, logistics companies need to improve their websites in the following areas: to place relevant information about services in two versions – concise and more detailed; to ensure the localization of websites, in particular, to follow the usual sites navigation for a particular country. It is expedient to use chatbots more actively for acceleration and convenience of communications. It is advisable to diversify visualization tools that will increase the effectiveness of content perception.