What is neuromarketing?
Neuromarketing is neuroscience applied to the field of marketing or the union between science and marketing techniques, all with the aim of knowing and taking advantage of neural behaviors in purchasing processes.
In other words, the objective is to study brain processes and how they are triggered, with the aim of measuring the activities that take place in the brain when there is exposure to a specific marketing strategy.
It is very common for neuromarketing and emotional marketing to be confused, although it is true that both terms are related to human behavior, the truth is that we are talking about different concepts.
Emotional marketing: it reveals how emotions work and how they affect us when making a purchase decision. It addresses less objective psychological processes.
Neuromarketing: it is focused on the brain itself and the way it works. It measures the reactions of users to a stimulus, the brain or physical changes that this generates.
Taking into account the consumer’s senses that are involved in the process, three types of neuromarketing can be distinguished:
It is based on the visual stimuli that the consumer’s brain receives. It is one of the most important, since visual stimuli are the ones that are most quickly interpreted by the brain. The use of words like free, offer, discount; The use of specific colors to stimulate (blue for fresh products) or displaying prices in the form “0.99”, are very simple visual neuromarketing resources.
It is based on auditory stimuli to influence consumers. The idea is to use sound resources, such as music, to influence the shopping experience. For example, many clothing stores use electronic or relaxing music depending on their buyer persona.
It is based on the stimuli that can be offered for the sense of touch, taste and smell. It is the least used option, since it is much more difficult to measure the results of this type of strategy. It is used, for example, in cafeterias where they artificially add a coffee aroma to the environment, or in leather goods stores (which add a leather smell to the environment).
Compared to traditional marketing and other marketing techniques, neuromarketing has a very valuable competitive advantage: it allows you to know more precisely how to capture the attention of your target audience.
But that is not the only advantage of applying neuromarketing, here we show you the other relevant aspects:
- It offers more precision. Neuromarketing is objective in the data, both in the behavioral data generated, as well as when it comes to unraveling the thoughts of consumers.
- Help at the sales point. Through neuromarketing it is possible to identify the paths of consumers in the establishment and thus place products in certain areas to increase sales.
- Strengthens the brand image. It is a very valuable factor so that the company’s communication and branding efforts are aligned, increasing the brand value.
- It improves user experience. As we can know our consumers more precisely, it is possible to be closer to them, to know their needs and desires, all to improve their user experience and enhance the purchasing process.
- Optimize processes. It offers relevant data on the stimuli offered and the effect it generates, which allows the creation of behavior models and patterns that can be applied to new campaigns or in favor of improving those that are in progress.
- It allows you to discover new points of view. It facilitates a different perspective than traditional market studies, since it allows you to measure the impact in details as varied as the way in which to capture attention, vehicles to transmit relevant information and how to create emotions/relationships, among other things.