The definition of neuromarketing refers to the application of neuroscience techniques to marketing. Its purpose is to know and understand the levels of attention that people show to different stimuli. In this way, the behavior of people is explained from the basis of their neuronal activity.
These techniques try to find out which stimuli people pay more attention to and which ones do not influence behavior, trying to get to know the user a little better.
Advantages of neuromarketing
Here we detail the benefits of neuromarketing in the company:
- It is capable of measuring all stimuli without having to ask the user, as is still done in traditional marketing.
- Neuromarketing studies will always be more accurate.
- Optimize and merge advertising resources, as well as techniques to understand more rationally the emotional relationship that exists between consumer behavior and their mind.
- The data provided by neuromarketing is more tangible than conventional ones.
- It analyzes more precisely what the user feels, but also what he thinks, whether consciously or unconsciously.
- For companies it is a perfect tool to optimize their resources, allowing the creation and development of new products designed to satisfy customer needs.
- He uses the knowledge of the cognitive processes of neuropsychology and neuroscience to carry them out in advertising.
Neuromarketing can be structured into three types or techniques.
- Auditory neuromarketing: it is based on everything that we perceive through the ear. The spots usually use music, a series of sounds and even silence to capture our attention. In shopping malls, music can influence our purchasing decisions.
- Visual neuromarketing: it is what we capture by sight. Examples of neuromarketing in this sense include the use of terms such as' offer ',' occasion or 'free'. They are techniques to capture the customer's attention, such as ending prices with 0,99 to make our brain think that it is a lower price.
- Kinesthetic neuromarketing: it is the type of neuromarketing that collects what we perceive with smell, touch and taste. An example could be product tastings and presentations where the public can touch and smell the product. Or the bet to install the bakery stand in a central area in shopping centers so that the smell of bread comes from the entrance and the desire to buy enters.