What is neuromarketing?

Thanks to advances in science, we are now able to understand to a large extent how the brain works, both consciously and subconsciously. Neuromarketing is in charge of using this information and applying it when designing processes to optimize conversion when a customer is in front of your product or service.

The level of attention and the response to certain stimuli is analyzed through the application of techniques from neuropsychology, neuroeconomics, neurology and other neurosciences. This enables us to understand how the brain reacts to different marketing campaigns and to relate them to the objectives you are pursuing. In other words, neuromarketing is by definition the convergence of neuroscience and marketing.

What tools does neuromarketing use?

In order to determine which neuromarketing strategies work, it is necessary to use research techniques that provide reliable metrics. This is achieved through neurometry and biometry. Although they can be used independently, if you are looking for scientific studies, it is most common to find them combined.

What is neurometry?

This discipline measures, based on the electrical reaction generated by our brain, how certain stimuli affect the purchasing process. It uses these tools to do so.

• Functional magnetic resonance imaging. They help determine which parts of the brain are activated when performing certain tasks, such as choosing between two products.
• Electroencephalography It is useful to understand the emotions you experience when faced with the impact of a communication.
• Magneto encephalography. They work in a similar way to the previous ones, but allow for greater precision.

What is biometrics?

In this case, physical reactions to neuromarketing techniques are considered. The most commonly used tools are as follows.

• Electrical behavior of skin. It takes into account the galvanic response to stimuli such as advertisements, music, situations, etc.
• Eye tracking. It helps you determine which elements attract the most attention or how easy it is to find an element through the eye movement. This is a very useful tool for any market research.

Types of Neuromarketing

The brain receives information from the outside through the senses. To apply neuroscience to your marketing campaign you can apply different disciplines depending on the type of stimuli you use.

Auditory neuromarketing  intends to transmit information to the brain through sounds. A slow music will make the customer take his time, while a fast-paced one will encourage impulse and quick purchases. You can observe this in stores or commercial spaces, as well as in television ads.

Visual neuromarketing  uses the sense of sight. It considers the neuronal activity produced by certain colors, words or images. Psychological pricing (ending in ,99, for example), red and yellow tones or the use of the word offer are typical marketing strategies of this type of technique.

Kinesthetic neuromarketing  considers the sensory responses of touch, smell and taste. They calibrate the brain activity that produces galvanic response, aromas and flavors. The most popular techniques in this field are related to odors. Think, for example, of the smell of popcorn from the cinema or the characteristic fragrances used by some fashion firms in their premises.

Examples of neuromarketing for the online channel

Although we have already explained neuromarketing with examples, the truth is that the user experience is completely different in the online channel. And this means that purchasing decisions are not made in the same way. If you want to apply these techniques to your website, here are some ideas.

• Draw attention with images. Remember that the human eye processes images better than texts, so it will be interesting for you to use them to create a visual and self-explanatory environment. Use words only when you want to highlight concepts or when it is essential.
• Be discreet in communicating the price. Everyone’s pocket hurts and, unless you are communicating offers, seeing the cost of products makes us make decisions more rationally. Try to show it in a way that is not too obvious.
• Appeal to emotions. For sure, brands that lead their market without having the best products come to mind. Their secret? The emotions. Strategize to create bonds with your audience and try to connect with them on a deeper level.