Many companies have realized that to reach consumers it is necessary to connect with their feelings, transmitting values and emotions, since only in this way can positive feedback be received towards the product or brand. All this is what is known as emotional marketing , where techniques such as storytelling are often used to reach the consumer, touching their most sensitive chord, through a story where the brand is a contextual framework and not the protagonist of the plot. . But we will talk about this another day.
As a result of this trend, from emotional marketing, neuromarketing arises, a science that investigates and studies how the brain behaves in a purchasing process.
Therefore, the objective of this science is to study how the brain reacts to an advertising campaign for a product, for example, or to any stimulus related to advertising.
But what exactly does neuromarketing measure? This science focuses on three key aspects: attention , emotion and memory.
Let’s put ourselves from the point of view of an advertising or marketing professional. Its mission will be to capture the user’s attention with an advertisement. Afterwards, you must convey an emotion during the ad and finally you must show the product at the right moment, when the consumer is immersed in it, so that they can remember it once the ad is over.
But what is it that pushes us in our brain to make the final purchase decision, is it the reason or is it about emotions? What do you think? Many times, we buy because reason imposes it on us : we need something, the price is acceptable and we take it with us. But, other times, we do not need that product, we can live without it, and even then we fall into that persuasive power of the brand, even unconsciously.
Among the types of neuromarketing we can mention: visual , auditory or kinesthetic . The visual is one that focuses on how we perceive everything before our eyes. For example, a widely used technique is to set the price of a finished product at 0.99. This psychological technique helps the consumer see the lowest price. If something is worth 9.99, the consumer will not see that price equal to 10 euros. A penny is sometimes the cause of getting more sales.
Auditory neuromarketing is based on what we hear. For this reason, music in a local can influence something in a customer’s purchase decision. It is not a deal breaker, but it does help make the purchase successful. In a young fashion store, it will be normal to find electro, house music, music that encourages partying, that is the goal, to find that feeling.
The kinesthetic refers to what we perceive by touch, taste and smell. There are many places that have a characteristic smell when entering, for example supermarkets tend to smell very good like fresh bread, which is why they usually put the bakery ovens in the middle of the establishment.
Other aspects such as the location of the products, their position , lighting , or large shopping carts or baskets with broken wheels (so that they tend to move towards the shelves), are some neuromarketing strategies that many brands use to persuade customers. consumer.
In short, more and more, consumers not only consume because reason imposes it, but because they are moved by emotions. And these emotions are already being dealt with by many companies that are betting on neuromarketing as a strategy to increase their sales, persuading the customer in a subtle way.
Edith Gómez is an editor at Gananci
