Understanding what people feel when they receive a message and how to use it to have better results in their minds has helped develop new techniques, especially in digital marketing. Competitiveness is increasing, especially with the ease of promoting products and services on digital channels.
In times of grandes datos , where all belgium telegram phone number list consumer steps are studied and collected, the application of neuromarketing becomes an important complement, helping to understand how people process information.
In this post we will talk about what neuromarketing is and how using it can help your company.
Index
Neuromarketing concept
How neuromarketing works
Fields of application of neuromarketing
Ways to apply neuromarketing
Use images instead of text
Don't forget about color psychology.
In the photographs, he uses people's faces.
Neuromarketing concept
When we combine neuroscience, psychology and marketing, we arrive at the much talked about neuromercadeo . This concept and the creation of the term was coined by scientist Ale Smidts, a marketing professor at Erasmus University Rotterdam, in the Netherlands, in 2002. The scientist based his work on a study from the 1990s, conducted by a doctor and professor at Harvard Business School, Gerald Zaitman, who used magnetic resonance imaging to study the human brain, but focusing on marketing.
Although the first studies were found in the 1950s, it was not until the 1980s that research into the human brain in response to certain stimuli began. David Lewis was the first psychologist to truly understand and give importance to research related to consumer behavior and its stimuli in the brain, and thus became known as the father of neuromarketing .
Thus, neuromarketing is defined as the study of the brain, using medical technologies, in order to study responses to marketing stimuli.
How neuromarketing works
The starting point of the application is that the entire purchasing decision process begins in the subconscious of people. Therefore, research in this field, by allowing access to deeper areas of the brain, helps to understand the responses to stimuli from marketing actions.
By using MRI or any other technology, it is possible to evaluate what is actually happening in the brain at the time of these stimuli.
Fields of application of neuromarketing
There are actually four main areas where neuromarketing can be applied. One of them is branding or brand identity. Helping to understand the ideas and feelings that a brand and its identity can have on people is essential for a company to build its name in the market.
Another application is product design and innovation. Measuring consumer responses to new products or certain versions can help with launches and adjustments to existing products. Testing the effectiveness of a new project before bringing it to market can be a great way to reduce costs and be more assertive.
Advertising also benefits greatly from the use of neuromarketing. It is possible to know how people react to certain advertisements and messages, which can help define more effective advertising routes and options.
But the area where neuromarketing has been used the most is the digital one. We spend many hours online these days, and this is where its use is most abundant. As adjustments in the digital world are much more dynamic and measurable , this new science applies like a glove to the virtual world.
Ways to apply neuromarketing
The techniques resulting from neuromarketing studies can be applied in very specific ways.
One of the most widely used is colour psychology, which is often used by large companies, understanding its influences and impacts on consumer behaviour. The Comida rápida market , for example, uses a lot of yellow, as does red in relation to retail. Colours even have well-known effects. If we think of blue, for example, we know that it transmits confidence and security (used a lot in B2B companies ). Red, emotion and passion. In the case of green, serenity and tranquillity. Black, luxury. White, transparency.
Another very important application is in contar historias . In recent years, companies have changed their strategies, telling stories instead of simply convincing the consumer of the benefits of their product. Generating added value, using more subjective than objective techniques, storytelling narratives make emotional appeal the key point.
Finally, we have an essential application. In the digital world, mental triggers have become very well known. The purpose of triggers is to awaken urgency or need. There are different ways to use it that allow for very interesting results in campaigns, especially in product launches.
Some tips for your campaigns:
Use images instead of text
Most people understand visual content much better. And it draws more attention. It's no surprise that social media platforms favor the use of images.
Don't forget about color psychology.
As we said, use color psychology. When you use it together with the other points, your campaigns become much more assertive.
In the photographs, he uses people's faces.
Creating connections is one of the ways to reach your audience emotionally. There are several image banks where you can choose beautiful photographs, especially of people. Focusing on the face helps a lot.
Seeking people's attention and being more assertive is a difficult task, but we increasingly have new tools at our disposal to increase our success.
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