Neuromarketingis the application of neuroscience techniques to marketing. Its objective is to identify and understand the levels of attention that people show to different stimuli. In this way, it attempts to explain people's behavior based on their neural activity.
Today, companies must focus their strategies on achieving customer satisfaction, which requires understanding their desires, thoughts, and emotions.Neuromarketingstudies how the brain behaves during a purchasing process,for example, when faced with an advertising campaign.
Neuromarketing in today's advertising
Professionals know that between 80 and 90 percent of purchasing decisions are made unconsciously, according to figures published in the articleHow Customers Think, which speaks to the effectiveness ofneuromarketing.
The format in which most advertising is currently done isvideo. Figures fromeMarketerproject that the global digitalmarketingshare grew to 42 percent in 2018, compared to 31.5 percent in 2015.
Meanwhile, spending on social media advertising will reach $92.931 billion in 2019. By 2019, mobile advertising is expected to account for 72 percent of all digital advertising spending in the United States.
3 Keys to neuromarketing to win over consumers
There are threekey aspects to stimulating consumers:
- Theemotionsthat process you
- Yourlevel of attentionto that stimulus
- Retention capacity,that is, whether those advertisements or marketing techniques leave a lasting impression on the memory.
We are emotional beings, and even though we are clear about our basic needs, there will always be stimuli that activate our brain and lead us to start a purchasing process.
In short, neuromarketing refers to consumers' emotions and their less rational side. With this new marketing technique, we can gaina better understanding of consumer behavior, as the aspects it deals with have a significant influence on the final purchase decision.
This knowledge and approach to consumers based on neuroscience can also be used toimplement a goodbrandingstrategy, so that consumers associate the brand with the values they appreciate, thereby exploring the most effective ways to ensure that the branding strategy is effective.However, neuromarketing also has its disadvantages, as people are very different andcan react very differently to stimuli. However, we can use this to create general or common purchasing patterns that can be applied to a large number of people.
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