General

Examples of neuromarketing

Neuromarketing

It is a science totally focused on the study of Marketing. It is a series of resources and techniques that arise from a mix between neuroscience and marketing in such a way that the behavior of the consuming public is analyzed and studied, as well as the actions and decisions that consumers make when choosing a certain product, such as their reasons, motivations, needs and perception of things and that finally serve to develop new strategies to promote products in the market.

Other aspects studied within this field are stimuli that consumers have on a daily basis, such as visual, auditory, touch and other perception. Large and small companies have begun to use these techniques more frequently, since at present it is not enough to use old techniques such as asking questions in open forums and collecting data through surveys.

The advantages of this science are greater accuracy of the studies and the results in addition to being more complete in order to carry out much more effective Marketing strategies , although it is also necessary to mention that they are not always correct in their entirety.

The  neuromarketing studies the responses produced in the brains of people sent to different advertising media such as radio, television, print media and even Internet latter being one of the tools most impact on society today. The techniques can use, for example, functional magnetic resonance imaging, electroencephalography, eye-tracking, electrical conductance of the skin, etc.

Examples of neuromarketing

  1. Shopping carts.
  2. The location of the products of greatest need at the end of the establishment.
  3. The sense of smell.
  4. The auditory sense.
  5. Prices.
  6. Chaotic neuromarketing.
  7. The olfactory perception of bakeries and perfumeries
  8. The location of the most expensive products at eye level and the cheapest above or below the eyes.
  9. Targeting advertising with empathic behavior.
  10. Offer exclusive products to customers.
  11. Association of the product to the identity of the clientele
  12. Sell ​​the products with prices that are not rounded
  13. Sale of products by packages
  14. Familiarize the product with the clientele
  15. Always sell originality

Benefits and advantages of neuromarketing

In general lines we can say that:

  • It generates an optimization in the experience that the customer lives in their purchase option through images and visibly highlighted products.
  • Causes the so-called contagion effect
  • Allows stimulation and optimal experience through the five senses in the client
  • It positively affects retention, reach and processing of the brand or product through sensory stimuli.
  • It acts and directly attacks both the emotional experience and the memory in the client.

Types of neuromarketing

  • Visual: through this tool, it is sought to remove various emotions in the client, capturing their attention and staying stored in their memory through a visual impact.
  • Auditory: It is based on the management of melodies and sounds that allow the client to activate specific emotions such as romanticism, joy or relaxation. Through this tool, the aim is to generate a connection in the mind of the client with the brand, to promote the purchase through emotions and to enhance the benefits of the product.
  • Kinesthetic: It is about capturing the customer through the flavors, smells and tactile experiences through images and sounds characteristic of the product being offered, thus activating the customer’s taste buds.

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