Neuromarketing: understand the concept, and how it works in practice

Neuromarketing is the union of neuroscience and marketing, aims to explain consumer behavior. In this article we explain the concept and how it can affect your business….

According to the writer of the book “Consumption Logic”, Martin Lindstrom, 85% of purchases are decided by the subconscious.   It is based on this that one of the most promising areas of marketing has developed, neuromarketing.

  This is a relatively recent marketing strategy, which is characterized by using medical technologies to study the brain's responses to marketing stimuli. In this sense, the strategy helps to measure and evaluate consumer preferences, helping to create new products or services more effectively.

The application of neuromarketing offers a competitive advantage to companies, helping in decision-making, and providing the creation of more effective campaigns. Relatively to; application of neuromarketing in digital marketing, the main ways of using it in practice are:

  • Psychology of colors

According to experts, colors influence human perceptions and cause different emotions in people, regardless of other aspects.   That's why, when creating a product, specialists need to understand the values and attributes of the brand and associate them with colors capable of successfully conveying the message. From this point on, the professional can define the color palette to be used later, for example in the layout of the website, in the colors of the fonts, among others;

  • Eye tracking

The eye tracking, or ocular tracking, is the way to go. It is a method that studies the visual attention of the consumer. Thus, it is possible to capture the areas where the eyes focus more, for how long and which path they will take afterwards. Another benefit of eye tracking is;   You will be able to measure emotional responses, heart rate, respiratory rate and skin conductivity to understand how people behave when exposed to images/videos or texts.

  • A/B testing

A/B testing offers the most benefits when done continuously, as it can provide varying recommendations on how to fine-tune the performance of a given action taken. In this way, it can be used to evaluate virtually any digital marketing asset, including: emails, websites, apps; A/B testing can help professionals understand which elements make the biggest impact, which need to be improved, and which should be replaced.

  • Mental triggers

Mental triggers are one of the main techniques used in neuromarketing in practice. This strategy consists of transmitting objective or subjective information to the consumer, creating the sensation and the need to buy or take some action. One of the main triggers used in marketing, for example, is that of scarcity. A practical example of this trigger are promotions with the “limited time” “take advantage of it ending today” or in a more visual way, using countdown timers.

  • Storytelling

With consumers becoming more demanding and less likely to buy a product, companies need to improve their approaches.   It is a great strategy to involve consumers with the product, telling stories that activate their more emotional side. By identifying with the story, the consumer absorbs the content without thinking, leading him directly to the purchase decision.

  • Positioning the elements of an image

The position of the elements in an image or in a product has an influence on the impact caused to the consumer. Studies indicate that the direction of a person’s face plays a vital role in consumer perception.

  • Sensory Marketing

Sensory marketing is the way to go. This is an example of a neuromarketing technique, impacting consumers with different senses. There are several forms of sensory marketing, by touch, sound or smell. The common point between all these forms is: As for the influence caused on the public, a very common example is supermarkets that enhance the smell of fresh bread to attract people to the bakery sector and encourage them to shop. purchase. Sounds are also a very useful resource, for example in clothing stores when they play happy and moving music in order to encourage people to buy.

  • Pricing technique

As we all know, prices are a determining factor when buying. Studies show that people aren’t really good at evaluating products, and when it comes to evaluating prices, they resort to the price tag. comparison between identical products. To develop the pricing technique in your business you can compare prices with your competitor, and offer discounts or bonuses that they don’t use. Another technique is the famous “3 by 2” that promotes buying, the consumer may not need the product, but ends up buying it, ending up not reflecting in the best way.

Article by: Catarina Canário

// Blog

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