Understand what Neuromarketing is and how to apply this science to your marketing strategy – WAU
Neuromarketing is a combination of two words: neurology and marketing. When creating the concept, scientist Ale Smidts aimed to understand the neurological influence that certain marketing actions have on consumer behavior, enabling the understanding and creation of more effective campaigns.
What makes the consumer decide to buy a product or hire some kind of service? Many think the answer is price, others think the determining factor is the quality of the product. Some, on the other hand, claim that the presentation is what really makes the difference.
As we can see, there is no consensus. The answers to this question are often the result of intuition, which makes any conclusion quite subjective – and what is not of great help for a marketing strategy.
Still, seeking to understand what influences the buyer at the time of the purchase decision is essential for a company. After all, with this information, it is possible to develop much more efficient actions to positively impact the persona.
What if there was a science capable of producing conclusive answers? Well, not only does it exist, it is the subject of this article. In it, we will define the concept of neuromarketing, present some techniques and indicate the way for you to apply this knowledge in your favor. Check out!
What is neuromarketing?
Neuromarketing is an area of science that seeks to study and understand the factors that influence a consumer in the purchase decision. From this, it is possible to trace beneficial techniques and methods for your company’s activities. We are a family owned and operated business.
To better explain the concept, we will clarify the origin of the term. Neuromarketing, as you may have noticed, is a combination of two words: neurology and marketing. The author of the terminology is Professor Ale Smidts, from Erasmus University, England.
However, who made neuromarketing popular was a Harvard researcher, Dr. Gerald Zaltman. Graduated in medicine and with access to equipment in the area, Zaltman decided to use MRI equipment for research for marketing purposes.
By mapping the activity of the human brain when exposed to marketing stimuli, Zaltman was able to estimate the real neurological influence that certain actions have on consumer behavior.
In 2000, neuromarketing was registered by the researcher as a marketing tool. To this day, his methods are replicated and used to better understand what happens in a person’s mind when he decides to buy product x, not product y.
How does the concept work in practice?
To better understand the application of neuromarketing, it is necessary to understand that the purchase decision process occurs, largely, in the individual’s subconscious. Thus, asking directly if someone likes a product may not generate an absolutely true answer.
With the methods used in this science derived from neurology, however, researchers have access to a deeper area of the human brain. By using MRI or other brain activity measurement technologies, it is possible to measure the response more accurately.
Imagine, then, that you are in doubt as to whether your product packaging should be blue or pink. By presenting the two options to someone, if neuromarketing is applied, you get more than the person’s personal opinion.
By observing your brain activities, you can understand how your subconscious reacts to each of the options. Thus, it is clear which alternative produced a more positive impact, that is, with a greater chance of encouraging decision making.
How can neuromarketing benefit your business?
Improves decision making
The application of neuromarketing can enhance the results of your business. The reason is quite simple: by understanding what, in fact, influences the consumer to define a purchase, you have the possibility to perform actions that explore this aspect.
Allows the development of products more targeted to the public
Imagine, for example, the process of making a new product. It is not enough to create an innovative item if it does not appeal to your persona. So, you need to understand what she expects from the product, or better, what type of product can make your subconscious influence you to make the purchase.
Provides the creation of more effective advertising campaigns
The same is applied to advertising campaigns. Even if you think you know your persona’s motivations deeply, it is important to consider the format used. In some cases, even if this is not evident, the consumer is more attracted to a specific type of campaign.
Enhances the consumer experience
If you notice, for example, that a relaxed video about your product generates more positive reactions than a detailed tutorial, you already know which approach to use. All of this shows an even more important benefit: the optimization of the consumer experience.
As we know, we live in the era of consumer 4.0. This profile gives extreme attention to the way it is treated by companies and values personalized service. With the use of neuromarketing, it is easier to understand how to create a positive experience, an action that retains customers and generates new business opportunities.
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What are the main ways of applying this science?
At this point, you already understand what neuromarketing is, how it works and what benefits it can bring to your venture. But, after all, what techniques of this science can be used to improve your company’s activities in the market? In the rest of the text, we will answer that question.
Perhaps one of the most famous applications of neuromarketing, color psychology is or has been used by large companies, such as McDonald’s, Facebook and Coca-Cola. Its starting point is the understanding that visual aspects are the ones that most influence consumer behavior.
From this, the company’s job is to identify the colors that should be used to cause the desired impact on the public. Have you ever wondered why McDonald’s uses yellow in its logo, as well as several other fast food franchises?
First of all, it is a striking tone, which makes the consumer identify the establishment even from a distance. In addition, it is believed that yellow can awaken a person’s appetite, which raises their level of consumption inside the restaurant.
Remember that the perception can vary according to the person. Seeking to vary the results, some brands choose to blend several shades. Next, check out other colors and the effect they can have on the individual:
- blue: trust and security;
- red: emotion and passion;
- orange: pleasant and friendly feeling;
- green: tranquility and serenity;
- purple: innovation and intelligence;
- dark pink: joy and youthfulness;
- light pink: romance and delicacy
- black: luxury;
- white: transparency.
In the era of marketing 4.0, consumers are not impacted by advertisements focused on the product or even on the benefits it can bring. For him, this type of approach has a much lower value than the indication of people he trusts.
Thus, companies needed to change their way of presenting products. For this reason, instead of overly objective messages, marketing efforts seek to give a degree of subjectivity to the campaign. How to do this? With the use of storytelling.
Through narratives that do not necessarily involve the product, the brand is able to activate the emotional side of the viewer. He identifies with the story and absorbs the content without thinking that he is being directed to a purchase decision.
In his subconscious, however, the persona creates an emotional bond with the campaign, which contributes to the brand image and allows the final message to be understood in a more natural way.
Positioning the elements of an image
Whether for a post on social networks, or for packaging a product, you need to pay close attention to how the elements of an image are positioned. An example is the figures that have a photo of a person accompanied by information about a product.
According to studies, the direction of the person’s face plays a fundamental role in the perception of consumers. If the figure is facing forward, facing the viewer, he tends to keep his attention on the face in front of him.
On the other hand, if the face is facing the text or another element of the image, the instinct leads the observer to direct his attention there. These conclusions were supported by eye tracking technology.
Mental triggers are one of the main techniques used by marketers to influence a purchase decision. The idea is to transmit to the consumer information, objective or subjective, that awaken the need for consumption.
One of the most well-known and used triggers is that of scarcity. The goal is to make the customer absorb a sense of urgency in their journey as a consumer, accelerating the decision. Phrases like “buy it now” or “For a limited time” are used for this purpose.
Another trigger is exclusivity. It is widely used in Content Marketing strategies that offer exclusive materials to its subscribers.
The same idea is applied in social networks to invite followers to watch a live. The notion that they will have access to something that is not available to everyone motivates people to take action.
Neuromarketing techniques can bring significant benefits to your business, especially in relation to the consumer. It must be remembered, however, that the customer must be treated as the focus of your business and, therefore, it is important to use these methods in a thoughtful and strategic way.
So, did you understand the concept of neuromarketing and its applications in the commercial world? Do you want to continue learning? So read now about the excitement in marketing and what makes us engage and buy.