Neuromarketing as an innovative approach to the formation of an enterprise’s communication strategy

Abstract

The article examines neuromarketing as an innovative approach to developing an enterprise communication strategy under business digitalization and growing competition for consumer attention. It is shown that traditional marketing analysis, mainly based on rationalized consumer responses, does not always reveal hidden emotional, cognitive and behavioural reactions to marketing stimuli. Neuromarketing is defined as an interdisciplinary field combining neuroscience, cognitive psychology, behavioural economics, marketing analytics and digital research. The study identifies its role in analysing attention, emotional engagement, memorability, trust and behavioural intention. The main functions of neuromarketing in strategic communications are determined, and a sequence for developing an enterprise communication strategy through the use of neuromarketing tools is proposed. The relevance of combining these methods with web analytics, KPIs and AI tools is emphasized.