Neuromarketing is a discipline that improves the efficiency and conversion of products through scientific study and the measurement of consumer behavior. Today we tell you the advantages and keys of this advertising technique.
If you still do not know what it is, neuromarketing is about the study of the functioning of the brain in the purchase decisions of a product to create marketing and marketing techniques. It is a market research class that uses peripheral and central psychophysiological measurements – such as brain activity, heart rate, or galvanic skin response – of the samples of subjects studied to draw conclusions.
Neuromarketing tries to penetrate the brain of the consumer, measuring their social behaviors and their impulses to buy. Or put another way, this study seeks to obtain more objective answers around the behavior of buyers, using the data obtained to increase sales and design products adapted to the needs of the target.
Some of the 10 most prominent advantages of neuromarketing are:
- Optimize advertising techniques and resources to understand the relationship between the mind and consumer behavior.
- At the corporate level, neuromarketing decreases business risk by helping to create products subject to the needs of consumers.
- The added value of neuromarketing is the accuracy of their studies because their tools evaluate physiological responses often unconscious of users.
- This technique evaluates what the consumer thinks and feels instead of what counts.
- It provides deeper data than traditional quantitative studies.
- It measures all forms of stimulation before a model without the need to ask the consumer.
- Identify very useful cause-effect response patterns to design campaigns and products.
- Applies to the advertising field the latest principles and knowledge of the cognitive processes of neurosciences and neuropsychology.
- It provides effective diagnoses for the optimization of a project.
- Add understanding about current consumer thinking and perception.
In the ninth edition of the Neuromarketing Kongress, held in Munich, numerous professionals participated who contributed their conclusions on this fundamental instrument for the advertising of companies today. Here are some of his conclusions:
- Markus Heinrichs, a professor at the University of Freiburg, emphasized that in the positive experiences for the client, oxytocin or the happiness hormone plays a fundamental role. Satisfactory experiences are highly likely to become conversions.
- According to the intervention of Christian Hildebrand, from the University of Geneva, conversions currently have their natural habitat on mobile devices, given the growing increase in smartphone use in ecommerce. Therefore, the greater the optimization of the devices, the more effective the results.
- Storytelling – supported by the narrative format for commercials – makes the consumer’s brain more receptive, and therefore, conversions grow, in the words of Petra Sammer, COO of the Ketchum agency network.
- Ideas that are both creative and effective are the best advertising weapon to connect with the target audience through neuromarketing. According to Lukas-Pierre Bessis, creative director of the BBPA agency, it is essential that advertisers stop doing “marketing to people” and start playing it all on the “marketing for people” menu.