NEUROMARKETING AND CONSUMERS’ MIND

What do you know about neuromarketing? Do you know you can study consumer’s behaviour? Discover what it is and how it can helps to your business strategy!

Neuromarketing is the application of neuroscience to marketing. Its aim is to know and understand the level of attention people pays to different stimuli. Therefore, it studies people’s cerebral processes and their changes when making decisions at the time of purchase. These changes that brain makes allow us to predict consumers’ behaviour and to know the most relevant reactions that make them to buy. Neuromarketing goals are to identify the emotions that a product or service create in costumers, to understand consumers’ behaviour at the time of purchase and to identify and meet the consumer needs. One of the brands goals is to increase sales, customer loyalty and to improve their products, services and the company itself is to find the almost magic formula to get to consumers’ mind.

Nowadays, what brands look for is to find out how the consumer’s subconscious mind works, since the 95% of the decision process is subconscious (according to Gerald Zaltman, Harvard’s Mind Institute Director). It is also necessary to know our target audience, who are not yet our brand costumers. If we know their subconscious mind, we can predict their purchasing decisions. So in order to connect with them, brands must arouse emotions in people by using Emotional Marketing and Storytelling. These tools help us to make the costumers more sensitive by creating stories in which the brand takes part but is not the main character. Customers must be that main character. That is the point where neuromarketing appears.

There are three types of neuromarketing: auditory, visual and kinaesthetic. The auditory neuromarketing is based on everything we hear. The visual one is based on how we perceive our surroundings through our eyes. There are several techniques that are used to make something much more interesting for the consumer, such as prices finished in 0.99 or the use of words like “free”, “sales”, “occasion” or “offer”. Finally, kinaesthetic neuromarketing is related to what we perceive by the senses of touch, smell and taste. An example of this could be presentations and tasting of products, where the customer can touch, smell and taste the product. In this way, we notice the relevance of the emotions and feelings that products create on consumers. A customer will decide in his/her subconscious mind if that product will get to his/her home or not, depending on all these emotions. The knowledge of consumers’ emotions is essential as a strategy to increase sales. Neuromarketing allows us to measure every stimuli without asking the consumer, as it used to be (and still being) in Traditional Marketing.

To sum up, it is important to highlight that neuromarketing is not a tool to manipulate consumers’ mind. Its aim is to know their behaviour in order to give them the products and services they need. Nowadays, the relevance and the need of neuromarketing is increasing, both for current Marketing and for brands. They must understand that the first step to have successful products and services is to know what’s on consumers’ mind.

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