What is neuromarketing and how do brands use it to sell more

Marketing Digital ·

<p>If you're wondering what neuromarketing is, it's the union of science and marketing techniques. Based on studies of brain processes and how they are triggered, neuromarketing seeks to measure neurobiological activities when exposed to brands, advertisements, and other marketing strategies.</p>   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2024/07/Neuromarketing-Agencia-de-Marketing-Digital-1024x1024.webp" alt="" class="wp-image-386654"/></figure>   <p>Have you ever been asked why you like something and you don't know how to answer? You search your mind for justifications, but there seems to be no concrete reason.</p>   <p>And it's that, contrary to what we like to believe, humans are highly irrational. Or how do you explain those superstitions of "touching wood" or avoiding walking under a ladder?</p>   <p>That's why the most successful brands are those that, in addition to offering an excellent product or service, connect with those deep emotions and motivations that reside in our unconscious.</p>   <p>Today there are tools like neuromarketing that seek to provide a scientific guide for brands to make better decisions and get closer to their consumers.</p>   <h2 class="wp-block-heading">What is neuromarketing</h2>   <p>Neuromarketing is, in a nutshell, neuroscience applied to marketing. <strong>It seeks to understand behaviors related to brands and the purchasing process based on neuronal activity</strong>.</p>   <p>It can be applied in many cases, for example, to evaluate a product before launch, to create a successful pricing strategy, or to determine the effectiveness of an advertisement before it airs.</p>   <p>Traditionally, other research methods have existed, such as surveys and focus groups.</p>   <p>However, these methods are not always reliable, as there are factors that can influence responses, such as wanting to please the researcher or trying to give the "correct" answer instead of the true one.</p>   <p>But in the brain, there are no secrets. Your mouth may say you like a product (and you might genuinely believe it), but your mind could say the opposite.</p>   <p>And in the end, <strong>the unconscious is the most powerful force that dominates our behaviors</strong>.</p>   <p>In fact, it is estimated that around <a href="https://www.puromarketing.com/44/29102/neuromarketing-para-aumentar-ventas.html" target="_blank" rel="noreferrer noopener nofollow">95% of purchasing decisions are made unconsciously and take about 2.5 seconds</a>,</p>   <p>Assuming our brain acts 100% rationally is a big mistake. That's why having an excellent offer is not enough; you need to know how to sell it.</p>   <p>This science aims to identify which brain areas are activated in consumer decision-making processes.</p>   <p>In other words, when a purchase action occurs, which also involves acceptance of a brand or product, the brain behaves in a specific way. It is this behavior, imperceptible to the naked eye, that neuromarketing aims to study and measure.</p>   <p>Among its main study objectives, we can mention:</p>   <ul> <li>Identify the consumer's reactions of acceptance (or not) regarding brands, packaging design, products, online platforms, and various other aspects;</li>   <li>predict consumer behavior in purchasing processes.</li> </ul>   <p>Neuromarketing captures indicators of neurological, psychological, and physiological content, which can range from electrical brain activity to facial muscle movement, sweat, body language, and heart rate.</p>   <h2 class="wp-block-heading">What are the elements of neuromarketing</h2>   <p>Below, we present the 7 main findings from neuromarketing studies that are important when defining your marketing strategy (regardless of the size of your company/business).</p>   <h3 class="wp-block-heading">1. The gaze</h3>   <p>The effectiveness of eye contact and the use of people in ads are already old conclusions in the marketing field.</p>   <p>But what wasn't known until recently is that when images of people staring directly at the consumer are used, attention is drawn away from the advertisement and the focus remains only on the images.</p>   <p>Therefore, neuromarketing recommends using images of people directing their gaze towards a point of interest.</p>   <p>Thus, the ad remains attractive and the consumer's attention turns to the campaign's objective: the product.</p>   <h3 class="wp-block-heading">2. Colors</h3>   <p>Colors directly influence how the customer feels.</p>   <p>Each color is linked to an emotion, and inserting a shade that conflicts with the "mood" chosen for the ad can ruin the final goal.</p>   <p>Therefore, using color effectively can be a powerful marketing tool. Neuromarketing specialists specializing in color and advertising have divided colors into subgroups as a guide on how they can be used effectively.</p>   <p>Blue, for example, is the recommended color if you want to attract professionals.</p>   <h3 class="wp-block-heading">3. Speed/rapidity</h3>   <p>The feeling of speed, agility, attracts the audience. The feeling of security and stability, used by traditional companies, is effective for many segments. But what truly attracts the audience is the feeling of speed.</p>   <p>PayPal, in a study that launched neuromarketing techniques, found that promises of convenience, speed, and efficiency activate consumers' brains to a much greater extent than security.</p>   <p>Thus, PayPal used this information to attract more customers to its online payment system, promising speed and efficiency.</p>   <h3 class="wp-block-heading">4. Telling stories</h3>   <p>Storytelling is the technique of telling stories in campaigns. Neuromarketing studies have shown that by creating a context and story in ads, consumers were more emotionally engaged.</p>   <p>Therefore, investing in a good script that attracts and moves your audience can generate identification and much greater engagement.</p>   <h3 class="wp-block-heading">5. Pricing</h3>   <p>Do you know how to set a price that attracts more customers? The strategy of "$9.99 is more attractive than $10" is already well known.</p>   <p>However, according to neuromarketing research, rounded numbers work better when prone to emotional decisions.</p>   <p>"Odd" or compound prices, on the other hand, work more effectively when the logic areas of the brain are involved.</p>   <p>Thus, the price you set for your product may vary depending on the focus of your marketing campaign.</p>   <h3 class="wp-block-heading">6. Headlines</h3>   <p>Headlines are one of the first things the viewer sees, so obviously they need to stand out and be noticed.</p>   <p>As a result, they have been heavily researched and a new neuromarketing technique called "hippocampus Headlines" was created.</p>   <p>What does this mean? Researchers at University College London discovered that when a familiar phrase is slightly altered, our hippocampus is activated, and our attention is aroused.</p>   <h3 class="wp-block-heading">7. Payment</h3>   <p>According to neuromarketing studies, financial transactions create anxiety in users. Therefore, it is recommended to use expressions like "take me home" or "add to cart," always trying to replace the word "buy."</p>   <h2 class="wp-block-heading">9 techniques to apply neuromarketing in your company</h2>   <h3 class="wp-block-heading">1. Use color psychology</h3>   <p>Believe it: color psychology is no joke.</p>   <p>It might seem that your brand's color palette has nothing to do with people's perception of it, but that's the pure truth.</p>   <p>What happens is that we tend to associate certain colors with feelings. Therefore, it makes sense to study well what each shade means and use it according to your goal for the page or material in question.</p>   <p>Big brands carefully consider the effect of each color on their packaging, promotional materials, etc., and it’s worth doing the same in your business.</p>   <h3 class="wp-block-heading">2. Explore mental triggers</h3>   <p>Mental triggers are factors that lead us to make decisions "automatically," a way our brain finds to maintain balance amidst so many decisions we face.</p>   <p>That is, when faced with certain stimuli, the brain understands that you need to act quickly.</p>   <p>These stimuli, when used in marketing, usually lead to conversion.</p>   <p>Some of the main ones are:</p>   <ul> <li><strong>Social proof:</strong> presenting the number of people who visit your blog or have already bought your product will motivate those who just arrived to do the same. After all, we tend to follow the majority;</li>   <li><strong>Scarcity:</strong> limited editions are the perfect example of how creating a scarcity effect can be positive. The brain understands that it needs to act quickly not to miss the opportunity;</li>   <li><strong>Urgency:</strong> following the same principle as scarcity, urgency leads the person to act impulsively. Does it work? Black Friday proves it does;</li>   <li><strong>Exclusivity:</strong> people love being part of select groups or getting early access to products and services, as the feeling of exclusivity makes them feel important.</li> </ul>   <h3 class="wp-block-heading">3. Do A/B testing</h3>   <p>So far, we’ve talked about using colors and mental triggers based on neuromarketing. But how do you know if the colors and triggers you chose are really the ones that convert best?</p>   <p>By comparing them, and that's exactly where A/B testing comes in.</p>   <p>The goal is to create different versions of the same page, with minimal changes, and see which one brings better results.</p>   <p>For example, you can change the background image of a landing page or the color of a CTA button.</p>   <p>The audience will be automatically split between the two versions, and in the end, the one that generates better results stays.</p>   <h3 class="wp-block-heading">4. Apply price anchoring</h3>   <p>Our brain has great difficulty thinking about price based solely on the value of a product, i.e., what it really does for us.</p>   <p>Instead, it’s easier to base it on prices for similar products and see if the offer in question is expensive or cheap.</p>   <p>Thus, the price of a cell phone is considered high or low more because of competitors offering the same features and configuration than because of the benefits it will bring to the owner.</p>   <p>The most famous example comes from fairs and markets, with the famous "2 for 1" and "5 for 3."</p>   <p>Perhaps the consumer doesn't need 3 products, but they consider it a "savings" since if they buy the 3 separately, they would pay more.</p>   <h3 class="wp-block-heading">5. Offer value before making a request</h3>   <p>According to good inbound marketing practices, you need to try to help before trying to sell. What does that mean?</p>   <p>Instead of pushing your product or service at anyone who shows the slightest interest, show yourself ready to help.</p>   <p>This can be done by clarifying doubts, offering practical advice on how to act, and giving suggestions on which product would work best for the person.</p>   <p>Do this even if it’s not the most advantageous for you or if the product in question is not even part of your catalog.</p>   <p>If you do, people will trust your brand, and the reciprocity principle will kick in. The customer will be more likely to reciprocate the help by buying from you.</p>   <h3 class="wp-block-heading">6. Master the art of storytelling</h3>   <p>The art of telling stories in a captivating way makes a big difference when winning customers.</p>   <p>Everyone enjoys quality content, and that creates a closer relationship between your company and the audience.</p>   <p>Moreover, well-produced content is more persuasive and has a powerful effect on generating conversions, whether it’s subscribing to a simple newsletter or buying the solution your business offers.</p>   <h3 class="wp-block-heading">7. Repeat ideas and concepts strategically</h3>   <p>"Repetition is the mother of retention."</p>   <p>This saying has a special place in the heart of anyone in marketing, no doubt.</p>   <p>Strategically repeating ideas and concepts makes your message more powerful and persuasive.</p>   <p>Over time, even someone radically opposed to your ideas can change their mind if they hear them often enough.</p>   <h3 class="wp-block-heading">8. Pay attention to design</h3>   <p>The <a href="https://www.evox.com.uy/servicios/desarrollo-y-diseno-web/" data-type="page" data-id="758">design</a> of your website, blog, and even printed elements (like packaging and business cards) must be impeccable and aligned with the other principles we highlighted here.</p>   <p>The better the design, the more willing people will be to explore what your business can do for them, in addition to increasing their trust in your ability to deliver the expected value.</p>   <p>Pleasant and easy-to-understand design is infinitely superior to one without form and function.</p>   <h3 class="wp-block-heading">9. Offer few choices</h3>   <p>Finally, it’s very important to understand that one of the functions of neuromarketing is to help us not only know what to do, but also what to leave aside.</p>   <p>A very common mistake you should avoid based on scientific findings has to do with the number of options you offer your customers.</p>   <p>We've always learned that when it comes to offering a product catalog, the more, the better. Right?</p>   <p>According to neuroscience, this statement is not always true. Why?</p>   <p>According to a <a href="https://www.nytimes.com/2010/02/27/your-money/27shortcuts.html?_r=0%20" target="_blank" rel="noreferrer noopener nofollow">Columbia University study</a>, excessive options can cause paralysis in consumers. Not knowing which is the right choice, many end up avoiding the decision altogether.</p>   <p>The best way out is to find the balance and present options in a way that doesn't have a paralyzing effect on customers. In this case, another popular saying applies: "less is more."</p>   <h2 class="wp-block-heading">Conclusion</h2>   <p>Science has a lot to teach us about our consumers and about ourselves, and it doesn't hurt to stay updated on findings that can help us better focus our brands.</p>   <p>Remember that when it comes to marketing, it’s important to offer value to people, and what better way to do that than by knowing them deeply?</p>