Neuromarketing is a technological and research strategy used in the digital market, which allows the measurement of consumer emotions. Learn more about this topic by reading the following article.
Neuromarketing
Although it sounds a bit strange and many associate it with medicine, it is a specific area of digital marketing. It is applied to the unconscious actions carried out by consumers and clients, with the purpose of making a behavioral map, where certain behaviors related to the consumption of a product, service or other item linked to commerce and sale can be measured.
Specialists in this area consider it necessary to know how people's subconscious behaves. Especially when they have a series of options in front of them that allow them to know which one will help them solve their needs and problems. It seeks to establish technological strategies that can measure these emotions.
concepts and ideas
To implement neuromarketing strategies , it's also necessary to establish actions and analyses related to emotional marketing and emotional branding. Some believe that this approach is going too far, and that market disruption can affect people's behavior in certain situations. On the other hand, it can also generate counterproductive effects when applied in strategies such as subliminal messaging, which can even influence the customer's perspective.
For some connoisseurs of the area, neuromarketing is more than a strategy, it is considered a study which helps speed up the process of buying a product or service. Among many other things, the way in which the process is carried out before, during and after the acquisition of that product is analyzed.
The decisions that lead to buying something are analyzed and allow establishing criteria based on the actions that encouraged the process, as well as deciding what influenced and what thoughts influenced the action. It is something complex for many and others believe that it does not need to give it so much importance.
However, studies have made it possible to find a kind of formula to improve aspects related to marketing campaigns. This has promoted improving the conversion between products and services based on the behavior of certain customer buyers.
It has even been considered that the neuromarketing process is activated from the first moment in which the product-consumer contact is established and ends with the purchase process. Some do not believe that it is that way, however, it has been shown that the one produced between the client and the product is capable of being activated anywhere.
However, the purchase can be generated in any other place, be it online or physically, but the subsequent maintenance of customer loyalty remains in the mind of the consumer, and that is where the true work of Neuromarketing comes into play. To stay in the thoughts of a person for quite a long time, which is also not easy at all.
In publicity
One of the elements that attracts customers the most and that can generate permanence in their thoughts is advertising. With it, you play to create loyalty in a brand using the needs and purchasing potential of a consumer; Treating the need as a neural marketing tool implies studying the reason for that need.
Brands discover, attract and promote in customers an action in the subconscious, which is determined when the person decides above all else, to obtain a product or service. Studying the subconscious during this process is part of what this specialty of neuromarketing seeks to know.
Some history
This discipline is not very new, the word of course in recent years, is taking a certain determination and although in some process of commercial digitization. Many consultants and strategy developers in the marketing area are using procedures as an alternative tool, in order to seek to capture the attention of a specific group of consumers.
The term as such began to be used in the year 2000, when Professor Ale Smidts, Nobel Prize in Economics and of Dutch nationality, presented it as a way of innovating in the field of marketing and advertising. On the other hand, Dr. Garry Zaltman is considered the true proponent of the term, when he patented it at Harvard University in 2004.
In both cases, the professors were referring to the research techniques that are required to carry out mechanisms, which will reach the mind of a human being, the idea is to alter their thoughts through the bombardment towards the subconscious and enhance the impulse that can lead him to seek the acquisition of a product or service.
For a few years, the term had no impact until 2010, when Professor Peter Drucker said the following:
«The main objective of Neuromarketing is to decode the processes that are part of the consumer's mind, so that we can discover their desires, ambitions and causes that we do not see in their purchase options. This way we can give them what they need."
From then on, the term has begun to be taken into account as a strategy to carry out emotional branding processes, but its action is also being analyzed in some areas of medicine, including neuropsychology, cognitive neuroscience, neurology , neuroanatomy, neuroendocrinology and neuroeconomics.
So that we are in the presence not only of a medical term that seeks to define a behavior or conduct towards a situation, but also towards a series of actions that are generated in the subconscious mind of any person, as long as it has been externally influenced by some commercial action.
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As the term has grown, it is used by the various marketing strategies, in order to achieve excellence and optimization in the advertising campaign processes. Brands today must create a considerable impact that enhances emotions in consumers.
Strategies such as subliminal advertising, marketing and emotional branding are carried out thanks to the processes that have been formed by neuromarketing. In any way, the aim is to activate the sensitivity in consumers, through diverse content that shows a brand or product as part of the life and sentimental emotions of a person; but let's see how and what those neuromarketing strategies are.
Visual
It is a type of neuromarketing that focuses on everything related to visual aspects. It is one of the most powerful, since through the sight of any person is where the information first enters; There are various techniques that help stimulate the subconscious through this type of neuromarketing.
It is also considered one of the most popular and as an example we can mention the strategy that certain merchants use when establishing prices, eliminating some cents. In this way they try to create a feeling in which the product is cheaper than a common price.
Similarly, highlighting words that attract attention is a good way to attract customers, such as the following: “Free”, “Offer”, “Promotion”, “2×1”, among others. These actions allow to quickly activate the vision towards the search of a product in a faster way.
Auditory
This type of marketing tries to motivate and stimulate the senses and actions of consumers, through sounds, instrumental themes, songs and everything related to auditory actions. For those who don't know, the human ear is capable of capturing and identifying more than 30.000 different sounds.
People in this aspect are different from others, each one has the ability to capture sounds in different frequencies and timbres. As an example of use in this type of neuromarketing, we have, for example, the sounds used to attract the attention of some people called spots.
This strategy uses different sounds and silences, where the advertisement is more intense or interesting in a period or situation within a specific advertisement. This is how a sound is activated or silenced to attract the attention of the mind, in many shopping centers these types of sound strategies are used to attract the attention of customers.
Of movement
Also called kinesthetic, it is based on everything related to touch, movement, taste and smell. These senses are not as important as the senses of sight and hearing. However, when used well, they can generate a certain amount of attention in people.
The smells of perfumes and food immediately activate sensations related to satisfaction, likewise, by gently touching a person we generate a sensation of tenderness and immediately there is a reaction. This is where kinesthetic neuromarketing comes into play.
The actions and reactions generated by the mind are extraordinary, over time information is stored and over the years they return in the form of images that are really memories of a moment lived. Regardless of whether it was happiness or sadness, so actions of this type help to remember and live them.
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How does it apply?
Many researchers have developed theories where they have sought to make sense of the type of reaction that is generated when feelings and emotions are used, when purchasing a product, brand or simply using a service. Some come from the 60's conducting various investigations through various observations in certain organs of the human body.
One of them was the researcher Herbert Krugman, who analyzed the behavior of consumers exposed to television advertising. The scientist formulated the reaction and the relationship that human behavior and especially the senses have, in a situation of commercial stimulus, that is, during the appreciation of an advertising commercial.
Similarly, consider what was the behavior of those people who had no contact with any type of television advertising. Dr. Krugman found certain differences regarding the impact generated in people's pupils, they alternate considerably when they appreciated something that called their attention, in this way the senses tend to react in some way when they listen, hear or they smell something that is not traditional.
With technology
Technology has tried to respond to these reactions and during the 70s, 80s and 90s, thousands of investigations were carried out related to the reaction process in people, especially when there was an interaction with a commercial product, an advertisement or a promotion. . By the year 2000 the term was already known and the researcher Jürgen Klaric established a very interesting theory.
It consists of guaranteeing that traditional marketing no longer made any sense to continue applying it. He currently has a company called Mindcode, where he searches through various marketing processes to determine and verify that traditional marketing strategies are completely out of date.
The researcher is convinced that 90% of the decision that a consumer makes to acquire a product is determined by a previous suggestion or previous conditioning, never naturally or by considering himself having a need to own something. Using traditional tools does not help, according to Dr. Klaric, to improve sales or to increase the number of consumers.
in the present time
According to Dr. Klaric, "Advertising and marketing must become more scientific to make the outcome more predictable." In this way, aspects related to technological and current marketing must be taken into account; These strategies are aimed directly at the consumer's mind and not at his pocket, as was done previously.
Traditional marketing tools are imperfect and were essential during a specific time. Dr. Klaric himself uses the way in which a type of advertising is carried out, which is directed only at the so-called Millennials, these new young people who have other types of priorities as a priority and where the material represents a secondary aspect.
When neuromarketing advertising focuses on aspects related to scientific marketing, promotion patterns change completely and will only be understood by those who are up to date with current technology. This is nothing more than understanding the marketing process aimed only at young people born in a more current era, which will not have the same impact on people born 40 years ago.
The creativity
When talking about neuromarketing, you should also talk about creativity. The growth of its digital technology has made it possible to understand that information and knowledge travel much faster; today everything is more diligent and faster, information and processes are carried out 100 times faster than just 20 years ago.
For this reason, current advertisers must develop campaign strategies totally different from what was done in the 80s. Neuromarketing uses the activation and processing of faster information which allows, through the stimulation of the senses, to achieve goals and objectives. real, for this reason they reach the subconscious more quickly.
This generates in the creators of content and design, new tools to attract attention without being discovered or immediately showing what the true objective of the campaign really is. For this reason, they apply creativity strategies such as subliminal advertising, which shows two messages that determine the same purpose.
It is a way to get customers to create curiosity, emotion and reach them by encouraging and stimulating certain senses, so that in this way it is even possible to activate feelings towards a brand or product, where the slogan, content and message alter the forms of thinking and acting.
Results
Just by opening a web page on Google, or reviewing the various social network platforms such as Instagram, Facebook or Twitter, we can see how neuromarketing is present in each of the campaigns. As an example, we have a slogan that is aimed at feelings: «An aroma that reaches the heart», «moving your instincts», the deepest feeling», of course, accompanied by a catchy musical theme and impressive images.
We see how young people today look for products linked to their daily lives, where they can also express emotions through songs, videos and above all showing vanity and simplicity as a form of expression. These are the trends of this time that cannot be left aside, especially when advertising based on neuromarketing is carried out.
In each advertising campaign, content is offered in a direct and different way, they are aimed at people's senses such as sight, hearing, touch, taste, and smell, which allows them to activate sensations, feelings, and emotions that are sown for a long time sowing in the subconscious of people.