Neuromarketing

Consumers of products and services make the decision to buy from you depending on several factors. The emotional part contributes substantially to the consumption and purchase decision.

Therefore, it is said that neuromarketing can play an important role in the marketing strategies you build in your company.

Definition of neuromarketing

Neuromarketing is the process of studying how much consumers like a product or service.

With this method you can better understand the human brain so that you can identify what the consumer's thoughts are when they interact with your products and services.

Nobel laureate Francis Crick called neuromarketing an astonishing hypothesis that all human feelings, thoughts, and actions are just products of neural activity in the brain.

Thus, neuromarketing can reduce uncertainty and assumptions that traditionally hinder efforts to understand consumer behavior.

What role does neuromarketing play in consumer decision making? Through neuroscience one can study the consumer's brain to predict and even manipulate behavior and influence his decisions.

The objectives of neuromarketing

Neuromarketing is important in the process of selling your products and services. Here are some of the goals of this branch that can bring you many benefits:

Improves the consumer experience

Encourage customers to make the right decision for their needs

The brand becomes present in the minds of consumers and associations are made with your products and services

The perception of your product intervenes with the help of sensitive memory techniques

It creates an emotional connection between the consumer and your brand.

Neuromarketing vs. traditional marketing

In neuromarketing there is a certain reluctance that is partly due to a general pessimism about the ability of the technique to generate useful perspectives beyond what traditional marketing methods offer.

A number of academic studies have shown that brain data can predict the future success of products more accurately than traditional market research tools, such as surveys and focus groups.

For example, studies found that after participants watched anti-smoking advertisements, the number of phone calls to smoking cessation helplines increased. However, traditional surveys on the effectiveness of advertising have not led in the same direction.

These experiments show the benefits of neuromarketing compared to traditional approaches, which have significant inherent weaknesses.

In surveys or focus groups, respondents are not always receptive to their memories, feelings, and preferences. People often remember wrong, lie when they try to thank them or are embarrassed by the way a question is asked.

Example of neuromarketing

Neuromarketing is seen as a field of commercial marketing communication that applies the neuropsychology of market research, studying the sensory-motor, cognitive and affective response of consumers to marketing stimuli.

Color

An example of neuromarketing is Coca Cola, which uses the color red to capture, to make the brand memorable and instantly recognizable to consumers.

Auditory sense

Chip packaging is another example that uses the auditory sense through the noise made by the bag, being associated with the crunchy sound of chips.

Visual

Visually, we can see landing pages that promote "life-changing" products. These techniques are well studied because the images and buttons are positioned exactly where the eye will be directed.

The design, color and position of the elements influence the consumer's purchasing decision.

Social media ads

Social media ads are a good environment in which you can use neuroscience.

We meet neuromarketing in videos, testimonials and images from posts on social networks that attract the consumer's attention through various triggers.

blog

Blogs are distinguished by the tone of voice and illustrations, using neuromarketing in order to make the user better understand the message that the author wants to convey, but also to attract attention.

Podcasts

Podcasts also play an important role in developing the relationship between the brand and the consumer through the auditory senses on which they are based. The voice can be a very good stimulus, which often, in this case, attracts.

Neuromarketing strategies for your business

The question that arises from a strategic point of view is whether everything related to marketing is based on neuromarketing.

Potential benefits for marketers include more effective and consumer-relevant marketing campaigns and strategies. Often, it involves manipulating the real needs and desires of people to suit the needs and desires of marketing interests.

Marketing campaigns almost always try to produce a kind of brain activity that leads to the desired behavior, as we identified in the examples above.

However, we can exclude marketing efforts that do not specifically include neuroscience research either through new tests or using data from previous work.

Neuromarketing is not inherently manipulative, but rather about understanding people's real needs and desires. With this knowledge, marketers can develop better products and relevant and less wasteful advertising campaigns.

How can you optimize your neuromarketing strategy?

To optimize this strategy, it is advisable to address all five senses - visual, auditory and sensations of taste, smell and touch.

Visual sense - you can watch exactly in what order the consumer notices the elements of a web page, a product on the shelf or the information displayed.

Thus, you can see where users spend more time and in which direction their activity is concentrated in the interaction with your brand.

Auditory Sense - Have you ever wondered what the strategy is for selecting music from stores or restaurants?

Music is an example of an auditory strategy through which the brand can suggest consumption, relaxation, parties, to associate purchases with a certain state.

Taste - you've probably been to supermarkets and seen big brands offering samples of sausages, cheeses, etc. near the districts for products in the same category.

If you test that product and the taste is satisfactory for you, then the probability of going to the shelf to buy that product is higher.

Smell - if you go to different shops and bars, you will notice that each uses a certain air freshener that identifies with its brand.

Therefore, the smell can have an important role in the consumer experience and implicitly in his decision to purchase the product that the brand promotes.

Touch - if a consumer prefers online shopping, then it is difficult for the brand to convince him by touch that it is the product he needs.

However, if your business is in the fashion field, you can send samples of materials to convince the consumer that your products are quality.

In the physical store it is much easier to approach consumers through the experience they have in the actual interaction with your products.

Books on neuromarketing

If you want to become an expert in the secrets of neuromarketing, then we offer you some books to inspire or document yourself:

Introduction to Neuromarketing & Consumer Neuroscience - Thomas Zoëga Ramsoy

Neuromarketing for Dummies - Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl

Influence - Robert Cialdini

Brainfluence - Roger Dooley

Thinking, Fast and Slow - Daniel Kahneman

Why We Buy - Paco Underhill

It is important to remember that neuromarketing is an affordable topic for any business. People usually focus more on the negative than the positive.

Therefore, it is more efficient to communicate the solution through which your product or service will solve the problem and the consumer's need.

Use anchors that will make the consumer reflect on their needs and remind them that they need your product to solve it.

Remember that the consumer's decision is influenced first emotionally, then rationally.

P.S. If you like to read while drinking coffee, you can offer me a coffee too.

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