A Study of Advertising Content in Digital Communications: the Experience of Applying Neuromarketing and Traditional Techniques

The active introduction of online communications into the life of a modern person has significantly changed advertising content. The use of digital technologies, interactive systems, virtual assistants, self-advertisement, and motion design provided for more comprehensive research methods, fundamental scientific approaches, collaboration with exact natural sciences in the brand promotion system. Today, web consumer behavior patterns are studied and monitored by a unique system of neural networks. The issues of applying neural technologies in various human activities are becoming particularly relevant and, in a way, getting a new growth stage due to the active extension of artificial intelligence developments. Changes in the communication sphere and its digitalization are also links in this process. Modern researchers are not only interested in artificial intellectual platforms, but also in the possible development of human intelligence, the uniqueness of the mental activity, as well as the technologies that would allow one to see directly the entire activity process, visible responses of the human brain, and its neural connection. State-of-the-art artificial intelligence technologies and specially developed software for digital communications of the source and target groups on the web allow us to compare, correlate the body response to external stimuli with the processes in the neural network. The development of neural networks is the driving force for the communication sphere. Neural networks can analyze and correctly apply the data on target groups in the digital marketing communications system and produce over a thousand "product" solutions, which serve microsegments of target groups in a spot manner, can track the customer journey in all sales channels, and the algorithm will also choose where and when to place a message and how many times it should appear in the customer's field of vision. Neural technologies come to the fore in marketing communications allowing one to identify the true (not filtered by consciousness) responses of a potential consumer to various marketing materials. Tools are needed to analyze a vast base of personal data, the volume of which is constantly growing and should be processed. Due to the digitalization of marketing communications activities, many functions of marketing experts are gradually moving into the function of the software implemented by neural network technologies. The fact that the target product began to be promoted in a more tailored and effective manner is linked with the digitalization of communications, the use of psychophysiological methods implemented in neuromarketing. This research studies digital forms of advertising and consumer responses to advertising-graphic content using a complex of traditional and neuromarketing techniques. The object of research is digital content of telecommunication brands.

I. Introduction

The number of multidisciplinary megaprojects in scientific communities in Asia (for example, China), Europe, the USA, etc. is annually growing. In particular, these are such projects as the Human Brain Project, which has existed for over a decade and has 1.3 billion Euro funding, and the "Joint Programme - Neurodegenerative Disease Research" projects based on a global research initiative to study the human brain. The development of artificial cognitive systems is an issue also relevant for the national science and market [1].