Online Marketing
May 11, 2020
Do you know what neuromarketing is and how it works? Since Neuromarketing has reached the business world, more and more professionals and businesses are taking it into account in their Digital Marketing strategies .
Purchasing behavior is emotionally motivated, but in many cases, purchasing decisions are unconscious. This is where NeuroMarketing can help brands sell more products and services . When deciding between two products, a potential customer decides to buy one and not the other. What has the company that sold its product done?
What is neuromarketing and how is it applied?
Since decision-making processes are not always rational and are carried out unconsciously, NeuroMarketing attempts to ensure that information about your product reaches the unconscious of potential customers.
In addition to defining what neuromarketing is , in this article we will analyze what it is used for and how to apply it .
Neuromarketing is a science that studies purchasing or consumption behavior, and the decisions that customers make regarding different products, services and brands .
Neuromarketing involves analysing and studying basic mental processes such as attention, perception and memory. Neuroscience is applied in the field of marketing to try to find out how the consumer's brain works and which areas should be activated to encourage them to buy.
Neuroscientific techniques are used to analyse consumer behaviour in order to obtain data on consumer behaviour and habits of a person. Thanks to these techniques we can know, among other things, that almost 69% of purchasing decisions are unconscious and respond to basic impulses from our brain.
Neuromarketing as a sales tool
Neuromarketing has become one of the most powerful sales tools to help companies sell their products and services effectively, through a deeper understanding of how to reach their customers and try to influence the decisions they make unconsciously.
Neuromarketing to sell more
Neuromarketing to sell more
Knowing how our brain works and how we behave in certain situations can help companies when making decisions regarding marketing strategies and also during all phases of product or service development.
What is Neuromarketing for?
Neuromarketing has a strong impact on the online world thanks to the availability of tools that we have access to today.
In general terms, neuromarketing serves to:
Optimize the customer experience in their purchasing action by using images and products
Stimulate and experiment with the brand and the product through the 5 senses
Act on the impact, retention and processing of brand and product information through assimilation techniques in sensory memory
Act and stimulate on the memory and emotional experience
Neuromarketing focuses its efforts on understanding how customers decide before, during and after the purchase.
The application of neuromarketing can be implemented in all aspects of marketing, communication and sales strategies.
The most common are:
Branding
Digital UX
Advertising effectiveness
Packaging
UX Product
UX at Point of Sale
App rating
Etc.
Neuromarketing metrics
Neuromarketing studies are based on the analysis of unconscious belgium telegram behaviors when perceiving different stimuli .
We can use different metrics that respond to the defined needs; to do so, it is essential to be clear about the objectives of the study.
Based on the objectives, the experimental protocol is designed:
Emotional indicators
Emotional activation : Activation produced by a stimulus and can be the result of a positive or negative emotion.
Emotional impact : Variations that occur during emotional activation.
Emotional valence: indicates whether the emotion is positive or negative.
Cognitive indicators
Attention : Environmental stimuli are filtered, detecting those that are priorities based on the concentration of our activity on the objective.
Memory : brain function that allows us to encode, store and retrieve information.
Engagement indicates the degree of involvement or connection between the participant and the stimulus or task. Interest, attention, working memory, cognitive load of the task, among other factors, are related to engagement and show the degree of involvement of the participant.
Visual behavior
Visual attention: Allows us to recognize the elements that have captured our concentration and are being deeply processed.
The visual trajectory: allows you to see the visual path taken in response to a stimulus.
neuromarketing metrics
Neuromarketing metrics
How to apply neuromarketing in your online business
Below we will delve into what neuromarketing experts advise, and how to apply neuromarketing to your website or online store.
A/B testing to collect data
A /B testing involves testing two variants of marketing elements or elements of your website and online store, then comparing their performance and drawing conclusions.
Bart Schutz believes that the Internet is the world's largest laboratory, with millions of studies and A/B tests being conducted on eCommerce and websites every day.
Minimal differences (small nuances in the color, shape or font of a buy button) can turn into very significant losses or gains.
Eye tracking in neuromarketing
Eye tracking involves following the eye movement patterns of consumers participating in a study, in order to gain insights into their relationship with advertising and products.
Eye-tracking devices are lightweight and portable, allowing study participants to wear them in all kinds of situations (while watching TV commercials or visiting a website).
Measuring cognitive load
