Proximity Marketing and Neuromarketing: Can Joint Use Produce Benefits for Businesses?

Neuromarketing and proximity marketing represent two new frontiers of marketing born ten years apart from each other. Over time they have spread both nationally and internationally and have been developed by companies from various industries. This study aims to show a connection between the two methodologies and the possibility for companies to jointly implement the related strategies, in order to obtain more data and information on consumers and evaluate both ex ante and ex post communication campaigns. In detail, the study was based on the analysis of the AdKaora case. From the study carried out, it is clear how it is essential to intercept the “Emotional Touch Points”, to analyze unconscious and irrational aspects that are impossible to identify with traditional research methods and which can instead be investigated thanks to neuromarketing techniques. Neuromarketing provides an added value to proximity marketing, that is the possibility of measuring the emotional involvement and perceptions of consumers within the store.