Neuromarketing is an area of science that seeks to understand, through analysis and study, which factors are most decisive in consumers’ purchasing decisions. Understanding these elements gives companies a competitive advantage to stand out in the midst of so much competition.
There are many elements that make a customer choose brand A or B. Sometimes, a small detail like a phrase or a color can make a difference for better or for worse.
At first, we might think that only the price or the company’s reputation counts.
It could even be two weighting factors. But when they are equal, other issues are important – and you should be clear about that.
Neuromarketing proposes to analyze these factors and show companies why they led consumers to choose it.
Understanding how the purchase decision process works will make the company know the triggers to close more sales.
It is not, however, something precise. Not everyone buys for the same reason. So if you think you have a “magic formula” to sell, forget it.
In this article, we’ll talk about what neuromarketing is, how it works, and how organizations can benefit from it.
We’ll also talk about some ways to help you bring your business to the attention of more customers.
Let’s check it out?
What is neuromarketing?
Well, first of all – and just to make it clear right away: neuromarketing has nothing to do with marketing strategies .
Rather, it is an area of science that seeks to understand the main factors that lead to purchasing decisions during the customer journey .
The focus is on understanding human behavior and the information processing done by people’s brains.
Only after analyzing and understanding the factors are the strategies to capture customers intelligently put into practice .
But, let’s take a few steps back and get back to the word: neuromarketing. The author of this terminology, which combines two distinct words, is Ale Smidts, professor at Erasmus University, in England.
He was the creator, but the person responsible for popularizing it was Dr. Gerald Zaltman, a researcher at Harvard, in the United States.
As a doctor by training, he decided to use MRI equipment to conduct market research.
Thus, he mapped the activity of the human brain when stimulated by marketing actions.
The intention was to find out how the reactions to these stimuli were and if this actually caused any reaction that led to deciding for A or B.
The same researcher, in the 2000s, registered neuromarketing as a marketing tool, with the methods being replicated to this day.
The brands, of course, are the ones who are most valuable. Symbols, colors, texts, subliminal messages… All this is valid to arouse the consumer’s attention.
These are mental triggers to provoke brain activities in search of the action so desired by companies: the purchase.
Examples of neuromarketing in practice
There are some classic cases of big brands using neuromarketing to impact their consumers.
Here we can mention Netflix. The company offers a trial period to, at the end, get the actual subscription to its service.
It is the moment when the company focuses on the customer’s experience and success .
It puts everything you have at your disposal and shows, in practice, the benefits you get by subscribing to the platform.
Here, the principle of reciprocity is expected. Netflix expects the user to subscribe after 30 days.
The very traditional Campbell soup brand, after research, decided to change its visual identity.
In order to convey a comforting image, the packaging was changed.
The soup gained even more prominence – not the spoons anymore. And vibrant colors have been highlighted to feel warm. Fine, it’s a soup…
All of this based on the brain reactions the people studied had to seeing the brand in comparison to others.
Another example of neuromarketing – now a study – was a blind test of the two biggest competitors in the beverage business: Pepsi and Coca-Cola.
Half of the people who tried it chose Pepsi. However, after being told which brand it was, this number dropped to 4.
The benefits of neuromarketing for companies
A study of customer behavior and the reactions they have when dealing with marketing stimuli brings many insights to companies.
After all, when we talk about sales and standing out to consumers, every detail makes a difference.
Competition is fiercer every day. There are very few segments that do not need to constantly innovate to remain competitive.
With increasingly democratic access to information, bargaining power is in the hands of customers.
Therefore, understanding how neuromarketing benefits your business can be an important differentiator.
Applying this science helps…
Improve purchasing decision making
One of the main objectives of applying neuromarketing is, in addition to understanding how to attract customers , to sell to them.
So, mastering this science is to be clear about what determines the customer to make the decision to buy – or else not to buy.
By having the most decisive factors clearly, you will be able to adjust your strategies and direct efforts (and resources) towards the best practices.
By knowing exactly what influences you, you drive a much more personalized delivery to the company persona .
This will help marketing management to dialogue in the best possible way with the public.
Responding to the pain of people who have the ideal client profile (ICP) is obviously essential.
But how to do this will be guided through the application of neuromarketing.
Develop customer-focused solutions
More than delivery or customer service, the development of new products, services or features will be focused on impacting and delighting consumers.
That’s why it is important that the company is always aligned and within the DevOps culture , to be more successful in this mission.
Thus, everything will be designed to provide an incredible, unique and unmissable experience for your customers.
How does neuromarketing reflect on content?
The content marketing also can – and should – make use of neuromarketing in time to create good content for prospect customers.
It is essential not only to generate value by creating something that meets the “pain”, but also to delight.
There are ways and ways to answer questions asked in search engines. Of course SEO techniques are key to making your content appear at the top.
However, to really be charming and generate tremendous value, you need to think about some actions.
But not just articles on your blog, or rich materials. Think about social media and also the email marketing you send.
That is why:
- Look for topics that make sense to your business and your customer and write to them. Create something didactic, that dialogues as equals and that answers existing doubts;
- Put CTAs (Call To Action) on any content you create. This will help keep the purchase journey going, directing the customer to some interesting link, whether for new content or an offer;
- Create an identity of your own by setting some standards. Repeat words and phrases, create catchphrases. It is necessary to show unique to people;
- Use soundbites, short messages like rhymes, reflective phrases, etc. to stay in the memory of whoever consumed you;
- Make use of visual elements such as good images and/or emojis to illustrate what you’ve written;
- Don’t ignore the growing power that videos have to delight, educate, and nurture a lead .
Test. Repeat processes and steps. Discard some. Improve others. Find your way of being and acting to show the company’s differential.
7 ways to apply neuromarketing knowledge in companies
There are many ways to make neuromarketing and its study work in your favor. The important thing, first, is to know your customer well.
This will show you the way to go and which strategies will have the greatest effect.
Below, we have separated some actions that can help you to positively impact more consumers every day.
1 – Color Psychology
Colors affect our emotions a lot. And each in a different way. Therefore, resorting to color psychology is a good practice based on neuromarketing.
Once you know what effect you want to have on people in your advertisement, for example, you need to choose colors that dialogue with that.
But, we can go further and think about brand development beforehand. At branding time. What image and feeling does your brand want to convey?
And choose colors that represent that. It is important to build not only identity but also sentiment with your target audience.
And then, reinforce the colors along with the feelings you want to convey in basically everything you create when communicating.
2 – Storytelling
Ah, the hero’s journey! Selling a product or service doesn’t have to be direct or explicit. There are narratives that move and engage the customer to, in a second moment, encourage him to buy.
The storytelling is one of them, with subjectivity attributed to campaigns. It is the moment when the spectator gets emotional for identifying with the story.
He absorbs what is told and reflects on how it would fit into his own reality. If he decides to buy, he will be the agent (or hero) of his own story.
After all, he is the one who will bring the solution (ie the product or service you sell) to the problems you face. He – and no one else.
And if you tell a good story like that, emotion will guide the customer to the purchase. Even though he doesn’t need any “heroic acts”.
3 – Images that impact more than texts
Visual elements make a positive impact on people. They attract much more than text.
Of course you will need to write good content, every time. But images are more easily understood than many words put together.
Images increase the power of persuasion . Be it the product itself, be it something you want to communicate.
For example: it is much more worthwhile to create an infographic showing how your product works than a text in tutorial format.
And, of course, social media. Always communicate with images that will synthesize the concept of the message you want to get across.
4 – Positioning elements of an image
But making use of images cannot be done randomly. Putting pictures just for putting, because you’ve read that you have to.
In posts to social networks or a product catalog from your online store, you need to position the elements well in the image.
For example, always target people’s faces in photos when selling T-shirts from your store.
Neuromarketing studies – with eye tracking technology – show that if the person in the photo is facing the user, it is a factor that helps to attract attention.
If the person in the image is not facing the user, it is easier for him to be distracted by other things.
5 – Make use of simple fonts
The sources in advertisements, websites, forms and all types of content also have power over consumers’ purchasing decisions.
Simpler fonts make the message easier to read and understand immediately.
This, incidentally, is something that is in the book by neuromarketing expert Roger Dooley, called “ How to Influence the Consumer’s Mind ”.
Also because you need to make life easier for those who are, for example, running the timeline and seeing, practically at the same time, dozens of contents.
If you put in fonts that are complex to read, it’s quite possible that your bounce rate will be high.
6 – Caprice on your website
Neuromarketing is present when creating and optimizing websites .
Colors, as we have seen, are important and play a decisive role. Likewise the content you create to put in it.
It is essential to always have areas to influence people to make decisions, as well as putting triggers that encourage them to interact with the brand.
Heat map analysis of your site is another good practice to know which region of your page you can focus the most attention on.
7 – Anchor prices
Price anchoring is important within a company’s sales process. After all, it is the first information that will impact the purchase decision.
After all, the customer will compare your product with the competition. This is the clearest and most common way to know if something is worth it or not.
Not to say that it’s the most correct, but that’s how people act.
It is important to show yourself with a greater cost-benefit ratio. Even if the price is the same, a different payment term can make you win.
The ideal is always to show the value (not in cash) that your product or service has.
But we know that in many segments this is not always possible – especially where competition is fiercer.
So, always look for a differential and something that gives pleasure to those who are comparing you with others.
That can be the difference between a won sale and a lost one.
So, how can we help you?.
Enjoy and read two articles that will help you positively impact your customers.
The first brings a definitive guide to digital marketing : see tips, strategies, concepts, tools, best practices and much more!
The second one brings some important negotiation techniques to be able to close even more deals in your company.