Neuromarketing has become a powerful tool to understand precisely how the human mind chooses, brain processes and decision processes; in this way penetrate markets more efficiently. Thanks to it, companies can positively impact the brains of their potential customers and, thus, encourage the desire to consume.
Come with me to see:
- Its understandable concept
- How it is linked to experience
- What techniques exist
- 3 Key Tips
- Scope, advantages and limitations
- Use in a strategy (includes a Success Story).
Concepts
It is a relatively new discipline that is dedicated to studying the brain and consumer or human behavior with the aim of better understanding how the mind works and what factors influence purchasing decisions.
The main tool used is neuroscience, which allows us to investigate the impact of external stimuli on the brain in a purchasing process and measure the degree of emotional response of the target audience.
How is neuromarketing linked to experience?
Historically, marketing, inbound marketing and advertising have focused market research on the rational side of the human mind, that is, on the part that is responsible for processing information and making decisions based on logical reasons. However, in recent years it has been discovered that it is the emotional part of the brain that really influences these decisions.
Researchers have discovered that 95% of all decisions are made in the unconscious part of our mind, that is, in the part that we do not control. And it is precisely this part that is most influenced by emotions, since it is based on the “here and now.” It seems that most purchasing decisions are made based on what the brain perceives as most threatening or rewarding in the present moment.
Therefore, to influence consumers’ purchasing decisions, it is much more effective to address their emotional side than their rational side, because when it comes to making them, the emotional part of the brain, called the prefrontal lobe, is activated, which is responsible for processing emotions.
What would be good is to determine which emotions are relevant. This, through a brainstorming session to then unite your product and communication in the correct sense.
What techniques are used in neuromarketing?
Now let’s move on to the techniques or types of neuromarketing. Neuroimaging, cognitive neuroscience and neuropsychology are techniques that allow us to study the impact of stimuli on the brain, as well as identify the areas of the brain that are activated.
Neuroimaging is the most used technique. It is based on the use of neuroimaging techniques to study the functioning of the human brain, allowing us to visualize the brain in action and therefore better understand how decisions are made.
On the other hand, cognitive neuroscience is based on the study of cognition, that is, the process of acquiring, storing and using information. This technique allows us to understand how the brain processes information.
Neuropsychology is the third technique used, and is based on the study of emotions and feelings. This allows us to understand how emotions are formed and managed and, therefore, how they influence purchasing decisions.
3 key tips to apply neuromarketing in your sales strategies
Now that you have the perfect primer to apply neuromarketing, its connection with experience and the types of techniques used, put the following tips into practice in your direct marketing actions:
- Harness the power of neuroscience to understand your customers better.
By studying the brain, we can learn a lot about how the mind works and what motivates people to make decisions. This allows us to design more effective marketing strategies that are based on scientific data.
- Use sensory marketing techniques to awaken your customers’ senses.
Smell, touch, sight, hearing and taste are extremely powerful communication channels that can significantly influence purchasing decisions. For example, the smell of freshly ground coffee can make a customer feel more inclined to buy a product, or the definition of a smell that gives life and identity to your clothing store.
- Improves memory.
This can be achieved by using techniques such as image association and positive reinforcement (visual neuromarketing). For example, if a shoe brand is associated with an image of a person walking on the beach, the customer is likely to remember the brand when they see a similar photograph or apply auditory neuromarketing.
What is the scope of neuromarketing?: advantages and limitations
The biggest advantage that neuromarketing has over other approaches is measuring the impact of stimuli on the brain in a non-invasive way. This means that very precise data can be obtained about how people react to certain stimuli, for example, advertisements or product packaging.
However, it’s a relatively new approach, so a lot is still being learned about it. On the other hand, it can be expensive, since it requires specialized equipment and experts in the area.
How is neuromarketing used in a marketing strategy?: success story
In 2014, Coca-Cola launched an experiential marketing campaign in Sydney, Australia. The campaign, called “Share a Coke,” invited consumers to buy a can of Coca-Cola with the name of a friend or loved one.
This created an opportunity for people to come together and share a drink, and also gave him a way to interact directly with his customers.
Neuromarketing was key to the success of the campaign, as it helped create a positive and memorable experience for its customers.
The campaign was based on the principle of reciprocity, which is one of the most powerful principles of neuromarketing.
This not only increased sales, but also generated a lot of engagement on social media, with over 3 million mentions on Twitter. The campaign was very successful and spread to more than 50 countries.
In 2015, Coca-Cola reported that sales of personalized cans had increased by 5%.
