Did you know that our emotions and instincts determine 85% of the decisions we make? The brain is divided into three sections that impact the behavior of your consumers and, for this reason, it is important that you know what Neuromarketing isNeuromarketing is the key tool to reach today's customers.
What is Neuromarketing?
Some experts in marketing, economics and teaching define Neuromarketing as follows:
- The respected economist and university professor who is considered the Father of Modern Marketing, Philip Kotler, says that Neuromarketing "consists of measuring brain activity to learn how consumers feel and respond". He says that, in this type of marketing, the idea is to approach the consumer's brain directly.
- The American science communicator, Jürgen Klaric, explained what Neuromarketing is in a workshop at the Universidad de las Américas. For him, it is the sum of "knowledge of psychology, semiotics, social and biological sciences to understand human behavior".
- The Argentine expert in behavioral psychobiology and cognitive neurosciences, Néstor Braidot, says that Neuromarketing is the fusion of acquired marketing knowledge and modern neuroscience concepts. fusion between the acquired knowledge of marketing and the modern concepts of neuroscience..
- Jaime Romano, PhD in neuroscience, defines Neuromarketing as "the application of methods developed in the field of neuroscience within marketing that allow us to understand the non-conscious part of people's decision-making process". He also created the Neuropyramid which explains the basis of this type of marketing.
In short, Neuromarketing corresponds to the interrelation of social, biological, economic and human sciences to understand consumer behavior through brain activity.
6 types of Neuromarketing
According to the downloadable compilation of Proceedings of the 3rd International Congress on International Business Administration (pp. 1032-1035), there are 6 types of Neuromarketing.
The sense of sight is undoubtedly the one that is most stimulated by marketing. Therefore, it is important to propose interesting shapes, colors and visual messages. Thus, the product or service that your company offers will have greater visibility and greater differentiation from your competition.
Color is the primordial aspect of all advertising, so it is essential to know the meaning of each color. to know the meaning of each one when creating your content. In addition, there are colors that are directly related to certain types of consumption, such as red for food brands or green for brands linked to the environment.
2. Olfactory Neuromarketing
Another sense that impacts consumer behavior is smell. This can change the consumer's mood and cause them to be more relaxed, lively or comfortable, depending on the scent they are exposed to.
Rolls Royce, neuromarketing with a "new smell".
Clothing or furniture brands are known for using this type of marketing. However, in the case of the automobile company Rolls Royce with its marketing of "new-smelling" cars goes much further. They use a fragrance in their workshops to give the final touch to its maintenance. Once the car is delivered, the customer receives it smelling like it just left the dealership.
3. Auditory Neuromarketing
The second most important sense involved in consumer behavior is hearing. Music generates a crucial point of relationship between products or services, and how they are perceived and interpreted by consumers.
How to choose music that represents your business?
The musical ambiance you use in your physical business (or digital if applicable) will guide your consumer towards the message you want to convey about your brand. These are some platforms that we suggest you to explore the music that best suits your brand and use it to characterize you:
- Soundtrack your brand
- Cloud Cover Music
- Among others...
4. Taste Neuromarketing
This is perhaps the least used sense to make an impact through marketing, since it depends biologically and prescriptively on other senses, and its field of action is mainly in the restaurant and food chain sector.
This type of marketing is subordinated to visual aspects, such as color, and olfactory aspects, in terms of the relationship and coordination of the brain at the moment of tasting. The brain needs information from both taste and smell to interpret, recognize and value a flavor, so it goes hand in hand with olfactory neuromarketing.
It is also crucial to know that, when taste neuromarketing is to be applied, the brand must be positioned by means of a distinctive taste whose interpretation will be based on the consumer's individual preferences.
Sagartoki edible marketing
A success story of gustatory neuromarketing is the Basque restaurant Sagartoki, which uses edible business cards to attract consumers through the sense of taste. They use edible ink and sheets of vegetable ingredients to convey their value proposition to their customers, while providing them with a taste experience.
5. Neuromarketing of touch
Touch is a determining sense for analyzing consumer behavior during the buying journey. Touch makes the difference when the consumer is deciding between several products, because, according to the type of product, the consumer will expect a specific texture.
Textile industries, such as Gucci, furniture, such as IKEA, or technology, such as Apple, use this type of neuromarketing to create a rewarding experience for their consumers and differentiate their value proposition from their competitors' products.
Tactile Neuromarketing On That Ass
An example of Neuromarketing of touch is the men's underwear brand ON THAT ASS. It proposed a strategy in which, every month, the customer can get a new customized boxer. In addition, they have a free trial before the monthly subscription, so that they can feel the softness and comfort of the garment.
6. Experiential or emotional neuromarketing
While we have identified the importance of the senses in consumer behavior, the experience and emotional impact of a brand at the time of purchase play a key role in today's marketing. For this reason, companies continue to make efforts to generate meaningful experiences for their consumers.
In order to apply this type of neuromarketing, it is of vital relevance to characterize consumers, not only as simple consumers, but also as prosumers. prosumers. In this way, you will be able to propose a neuromarketing strategy that allows the consumer to remember your brand through a unique and memorable experience or emotion.
What is a Prosumer?
According to Alvin Toffler, writer, sociologist, futurist and the father of the Digital Revolution, the word Prosumer is broken down into the terms Consumer y Producer.
Thus, the consumer himself is critical of what the market offers him, makes his own decisions and communicates his experiences with the product to other consumers. In other words, they use voice-to-voice to create and share content about the brand's products they choose to obtain.
An incredible experience with Mattel
A successful case of experiential neuromarketing is the multinational toy company Mattel. This brand carried out a campaign in which an advertisement in a shopping mall came to life and invited consumers to play invited consumers to play Pictionary.. If the consumer guessed correctly, they got free games or toys and enjoyed a mini-celebration organized by the brand.
3 Neuromarketing trends
Artificial intelligences are a trend that surprises us more and more. In the case of Neuromarketing, AIs can become a way to impact the consumer experience through sight and sound.
For example, the Google Home of The Whopper campaign of the fast food chain Burger King used the AI Google Home to position its brand. It gained recognition from the media and the general public with its creative way of defining a Whopper without bombarding consumers with an ad longer than 15 seconds.
2. Personalized experiences
As we have been mentioning, experiences and emotions determine the recall of your brand, so creating personalized experiences for consumers is essential when making a significant impact on them.
A success story of this trend was the campaign Push to add drama campaign of the channel TNT. TNT staged the consumer to "be in a movie" with the push of a button. After getting a dose of adrenaline in their own movie, the consumer would see a pop-up to motivate them to "watch more drama" on TNT.
3. Virtual and augmented reality
Consumers are exposed to thousands of advertisements on a daily basis, so virtual and augmented reality tools can become good opportunities to stand out. So, beyond just seeing products, consumers have the chance to be immersed and interact with them before making a purchase decision.
This is the case of the IKEA application, which contained an augmented reality catalog of its products. catalog of its products in augmented reality.. In this way, consumers could see on a real scale how their furniture would look like in the place they designated and the possible combinations that could be made, before buying them.
Why is Neuromarketing important for your company?
Within the framework of consumer psychology, Neuromarketing represents a way to reach into the consumer's mind to appeal to their emotions and critical thoughts.
With this resource, you can develop more accurate and clear strategies that will lead to the success of your company. This will not only position your company as the first choice in your consumer's journey, but will also help you create a lasting and enjoyable relationship with your customers and strengthen their experience with your brand.
Likewise, your customers can become the transmitters of your brand to other potential customers.
Now that you know what Neuromarketing isit's time to apply it.
Learn more about Consumer Psychology.
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