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Leveraging Neuromarketing Technologies to Enhance Agile Marketing Strategies: A Study on Consumer Behavior Insights and Real-Time Adaptation
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Author(s): Shashank Mittal (O.P. JIndal Global University, India), Ashutosh Pandey (FORE School of Management, New Delhi, India), Ajay Chandel (Lovely Professional University, India)and Ta Huy Hung (Vietnam National University, Hanoi, Vietnam)
Copyright: 2025
Pages: 28
Source title:
Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch011
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Abstract
This chapter explores the intersection of neuromarketing and agile marketing, emphasizing how leveraging neuromarketing technologies can enhance agile marketing strategies. By integrating insights from neuromarketing, which studies consumer brain responses and behaviors, with the flexible, real-time approach of agile marketing, brands can achieve more personalized and effective campaigns. The chapter discusses key trends, including the role of Artificial Intelligence (AI), hyper-personalization, and real-time data analytics, as well as emerging technologies like Virtual Reality (VR) and Augmented Reality (AR). It also addresses challenges such as data privacy and the need for ethical practices. By examining these elements, the chapter provides a comprehensive overview of how combining neuromarketing and agile methodologies can drive innovation and improve consumer engagement in modern marketing.
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