Have you ever heard of Neuromarketing? In recent years, this has been a discipline that many marketers have been focusing on. The term refers to a very interesting combination of neuroscience, psychology and marketingin order to better understand the mind and behavior of the consumer.
For many years, marketing managers have wondered how human beings think, what their decision-making process is and how they react to the stimuli of marketing strategies. These puzzles about the consumer brain became so important that a new field of study emerged: Neuromarketing.
What is Neuromarketing?
O Neuromarketing is considered the new science study of consumer behavior. Thanks to it, it is possible to study and predict the desires, impulses, motivations and reactions of potential customers. It is therefore a very important key to understanding the logic of consumption. Have you ever thought how fantastic it would be to read people’s minds? This science is (almost) dedicated to that, helping companies to structure their campaigns properly.
By analyzing a consumer’s reactions, new communication strategies can be devised to create a strong impact on the public. We’ve already talked about storytelling and its effectiveness in marketing campaigns. Remember? This strategy seeks to generate empathy among viewers/readers and Neuromarketing is the ideal bet.
Based on in neurological studiesthis branch of marketing is able to perceive the conscious and unconscious desires of the consumer. It is much more effective than ordinary market research, where people only respond according to their conscience; Neuromarketing goes further! In a simplified way, and based on Theory of the Triune Brainwe can say that market research activates the neocortexthis is the rational part of our brain. Neuromarketing, on the other hand, works on the other two parts of the brain: the reptilian e o limbicthey are responsible for controlling our survival instincts and our deepest emotions, respectively. For marketing managers, it’s fascinating to have access to these details, since around 90% of the information that reaches our brain is processed unconsciouslythis means that it can’t be described or verbalized. Have you seen the limitations of working only on the reactions of the other 10%, based on conscious responses obtained in market research or other types of questionnaires? The limitations were enormous!
4 Neuromarketing techniques
There are many techniques used in the field of Neuromarketing. You’ll certainly be aware of some of the examples below, but we’re also sure you’ll be impressed by how far this branch of marketing goes and how much you can apply to your Inboud Marketing.
1) Aromas
One of the most used strategies is to stimulate the sense of smell. The smells are one of the human being’s most acute senses and ideal for the creating memories. On the other hand, the aroma of a store is known to influence the predisposition to buy: have you ever noticed the smells in perfume or baby stores? You can almost smell them right now, can’t you? It’s all neuromarketing.
2) Light
A lighting is also another factor that influences (a lot!) the purchasing decision. Clothing stores always have controlled lighting (warm and yellowish), which doesn’t cast shadows, with the aim of enhancing people’s physical shapes. If a garment looks good on you in the fitting room, you’re more likely to buy it (even if you don’t need it).
3) Colors
Did you know that colors play a very important role in the purchasing decision process? The color of a product speaks to the consumer’s unconscious. Let us explain: there are scientific studies that prove a direct relationship between color and emotionin other words, a color is capable of generating a positive (or negative) reaction among the public. Coca Cola’s red, Facebook’s blue or Starbucks’ green are famous examples of companies that have studied in depth the importance of color for brand representation.
4) Urgency
Have you ever been looking at hotels for your vacation and, on the booking site, you get constant messages that the rooms are sold out? This is one of the most infallible Neuromarketing techniques, as it combines senses such as desire, time and scarcity at a single moment. Consumers have a great loss aversion and, in your mind, the words “exhausted” or “limited” mean importance, value and gain. Awakening sense of urgency with the customer, will make them act as quickly as possible, so as not to miss out on all the (supposed) benefits associated with your product.
These are just a few of the tools used to address this issue. Of course, Neuromarketing is an area that should never be neglected. Wouldn’t it be great to be able to anticipating consumer needs? And thus get fair value for your Pay-Per-Click. With this branch of marketing, this and much more is possible. Dedicate yourself to understanding the mind of the consumer and make your marketing campaigns more effective, based on sales persuasion techniques.
See you next time!
