The neuromarketing It is the application of neuroscience to marketing. With this, we seek to understand the behaviors and reactions of people (neuronal activity) to contemplate them in the branding and in the purchasing processes.
According to studies on brain processes and their causes, neuromarketing seeks to measure neurobiological activities when there is exposure to brands, advertisements and other marketing strategies. It affects the least rational part of the human being.
It doesn't matter what your company is like. your strategy of neuromarketing You must consider these elements:
It is known that with images of people staring at the customer, the attention is taken away from the ad and the focus is only on the images. For this reason, neuromarketing recommends images of people directing their gaze towards a point of interest: the product.
Colors directly influence moods. Each color is linked to an emotion, and using color effectively can be a powerful tool.
The sensation of speed, of agility, attracts the public; in fact, studies indicate that speed and efficiency inputs activate consumers' brains on a much larger scale than safety.
It is the technique of telling stories in campaigns. With context and story, consumers will be more emotionally engaged, with greater identification and commitment.
According to the investigations of neuromarketing, rounded numbers work best in an emotional decision-making context.
The new technique called "hippocampus Headlines" indicates that when a familiar phrase is slightly altered, the hippocampus and attention are activated.
Experts say that the economic transaction creates anxiety in customers. For this reason, it is recommended to use emotional and positive expressions, avoiding the word “purchase”.
Despite the fact that it can be considered an invasive method for consumer privacy and has a high cost due to the tools used, it is a technique that obtains good results for companies.
Among its advantages we can find:
- Optimize the company's advertising resources in order to reach the consumer's emotions, since it offers you more tangible data than conventional marketing strategies.
- Create products according to the needs of consumers.
- It reaches the emotions and feelings of consumers.
- It is based on the cognitive processes of neuroscience and neuropsychology.
- Identifies action-reaction patterns.
- It allows to know the real needs of the consumer.
- Measure stimuli without the need to conduct a customer survey.