Este artículo tiene:
- 1 What is Neuromarketing?
- 2 How is Neuromarketing used in retail
- 3 Examples of neuromarketing techniques in business
- 4 Neuromarketing in the digital world
- 5 How to apply Neuromarketing in your digital business
- 6 Neuromarketing and colors
The commercial world is sustained by buying and selling. And it is interesting that when we acquire some good or service after an advertising campaign we feel fulfilled because we think that the decision making has been ours in its entirety and not because of the marketing campaign that they have carried out.
Now, what would you think if I told you that your decision is subject to Neuromarketing? Well, the commercial world applies this strategy, but what does it consist of and what neuromarketing techniques exist? And of course, how to apply it in your business?
What is Neuromarketing?
Before defining neuromarketing strategies as such and how it works with areas of the human brain, it is necessary to understand the science behind it. Let me explain, the word Neuro is related to our brain, so Neuromarketing is the science that studies consumer behavior. That is, the way in which our brain responds to different actions.
It is not simply the action of buying, but the whole process in its various stages. The behavior before, during and after executing the “buy” action.
In other words, this science is in charge of studying the psychic or physical responses of a certain group of individuals.
The concept starts from a basic fact: If you know how the consumer thinks, you can give him what he really needs. But is the consumer the one who asks? With this strategy, you can condition the consumer to purchase a good or service, but at the same time, you can make the user believe that it was his or her decision.
So, once you understand how the brain works, you can use that knowledge as a basic marketing tool. Neuromarketing anticipates behaviors, and it works very well in the midst of customer emotions.
How is Neuromarketing used in retail
These research strategies or techniques are not new. In fact, it has been in use for many years, and the truth is that it has achieved total success. Some people have gotten caught up to the point of making impulse purchases. It seems absurd, but we have all fallen prey to one of these traps or another.
For example, it is common to see expensive items in the most visible part of a store affecting our brain activity. This fact conveys the idea of better quality and impacts our eyesight. Another technique is to place prices below a rounded number; giving a discount of just 1 or 5 cents, which, incredible as it may seem, gives us the impression of having acquired a real bargain.
On the other hand, it is also common in stores to play music, in order to make shopping more relaxed (perhaps to make the customer walk around the store to look at the products and end up buying more than planned).
In youth clothing stores, it is very common to play electro music, which encourages partying. And with that music in the background we already feel part of one. That feeling goes straight to the brain and encourages buying more clothes.
Neuroscience plays a key role in this type of marketing strategy. In all these techniques, it is never evident that the customer is being manipulated in any way. In fact, the user will consume and be satisfied with his purchase. But the reality is that 90% of purchases are made in an induced way.
Examples of neuromarketing techniques in business
You may honestly think you haven’t fallen prey to consumerism, but the truth is, we all have. Therefore, I’ll detail some situations and types of neuromarketing that seem casual, but are actually stealthily planned through emotional marketing and affect the buying process.
Marketers want you to buy the most expensive products, and believe it or not, they do it. How do they do it? Well, they place the most expensive products at your eye level, so you will only compare the prices of higher priced products. And where are the cheapest ones? Where it’s hard to get to, way up on the shelf or way down where you have to bend down.
Although it may look like the employees are not doing their job, the truth is that everything is coldly calculated. You can find this kind of clutter in stores where they advertise sales, and to give the impression that many people have bought, they clutter the tables so that our brain associates it with a great bargain.
Location of staple products
This aspect is actually very curious. Even if you want to make a very timely purchase you may end up buying something that wasn’t on your shopping list. Why did it happen? It’s not your fault. They put the staples at the very end, so you have to go all the way into the store, and the more you go through the store the more likely you’ll crave something else.
Although I have already explained this point, it is necessary to emphasize it again. In fact, it is one of the simplest strategies to
get attention. Neuroscience has discovered that human beings love to win, and that is exactly what the strategy of placing odd-numbered prices, or one-cent discounts, achieves. And it is not the same €100 as €99.
This simple difference has been the cause of your higher number of sales. It’s true in the end we rounded the price, but our brains are satisfied when we look at the price with this cents’ distinction.
Neuromarketing in the digital world
With the rise of the Internet, we can convey the emotion of consumption through the digital world. To do this, a series of techniques better known as social proof has been implemented.
You can leverage your website to make it easy for other consumers to encourage new ones to buy what you offer. How do you do it? Below, I’ll walk you through the most successful digital marketing strategies you can implement.
Include comments on your website
There is always a margin of doubt about the good or service you want to buy. The testimony of a good friend is vital to build loyalty.
Well, when you allow other consumers to explain how satisfied they are, you add value to what you offer. For these comments are written in a natural and honest conversational tone.
When you give the customer the option to take time to “think” you make a special connection with them, because it means you value their rational sense of purchase. So, you can add the option to “postpone the purchase.”
Reviews with star ratings
This is one of the best ways to hook clientele. For it turns out that when we see numerous stars it means that the service or product is wonderful. And we automatically want to be part of that satisfied audience.
Strategically place a Press Section
If you have managed to get the media to talk about your product or service, then use it to your advantage, as consumers will usually choose to go with the more reputable options.
But, so that this type of information doesn’t fade from view, try to devise a section on the web page for it. This way that content will never expire.
You can implement a unique connection with your customers if you keep in touch with them. By answering their questions, you generate absolute trust. However, there is something else, social media allows you to get to know trends, reviews, opinions of new products, as well as advertising campaigns that are being imparted. Linking your brand with social media gives it visibility.
How to apply Neuromarketing in your digital business
We know that human emotions can be used to our advantage to incentivize consumption. But how can we use Neuromarketing in the Online world? Well, it’s much easier. Sales in the digital world are becoming more and more widespread, therefore, if you want to increase the number of them pay attention to the following.
Choose prices wisely
At this point, you must remember that the consumer loves to be satisfied, and one of the greatest pleasures is to have stumbled upon a real bargain. To do this, you don’t need to give the merchandise away; it’s enough to make the user believe that they’re looking at a discount. For that reason, set prices that end in 99 or 95. Additionally, you can give them three price options to choose from (the brain loves the number three).
Another interesting aspect regarding the prices you set is that, if you use odd numbers, you will have a greater impact, plus if you use the iconic word free, you will convey a sense of delight to the customer.
Put first the number of digits instead of percentages
It is common to offer a discount for a product or service. In order that you don’t lose out, you should put the number of euros off first rather than a percentage. For example, you can give 10 euros discount and 10% discount, although it seems incredible to you, the consumer will believe that the first option is better, although in reality the second one gives a greater discount margin.
Fight the fear of paying
According to neuroscience, some people seem to feel anxious about having to make a payment. Therefore, it is ideal to replace the word “purchase” with “add to cart” is about the same thing, but conveys a sense of calm.
Offer a free trial
The feeling of loss is very tragic. To avoid falling into it, people would rather make a payment to keep something they have than to buy something new, and the reason for this is that they are plagued by questions like: will I like it, will it be useful, will it be free, will it be free, will it be useful, will it be free? To make the customer feel secure, you can offer a trial and then make the payment. This way you get him hooked on your service or product.
On the other hand, you give the customer the opportunity to become familiar with the product and at the same time feel ownership of it. It seems unusual, but once it has been used, it initiates a sense of ownership that you don’t want to lose.
Few things produce as much adrenaline as a countdown clock. If you place an offer with an expiration time you convey the feeling of performing an immediate action. In other words, you encourage the customer to rush to buy.
Place a section with the bestsellers
Making a specific section containing the most sold, viewed, shared services, products, videos presents an incredible appeal. And of course they incite the purchase of it.
Neuromarketing and colors
We return to the subject of our brain. And is that what enters through our eyes is processed by our mind unconsciously. One aspect that can affect our mood is colors. For example, the color blue usually transmits calm and peace.
Why? Perhaps it reminds us of the sky or the magnitude of a vast sea.
Big brands take advantage of this discovery, and, therefore, use it to their advantage, for example, the Coca-Cola brand uses the famous red color in order to convey excitement on the part of the consumer and achieve a “call to action.”
In the digital field, when you want to design your website, you must choose a color that incites a specific action. That is, it is not about choosing the color pink because you are passionate about the tenderness that it transmits, you should rather think: What do I want to awaken in the customer?
Neuromarketing in web page design
After understanding that colors play an important role and neuroscience has made it clear, you should carefully consider three aspects of great relevance.
Not all customers react in the same way. There may even be a marked difference between genders. That is, in the case of women, they may feel more inclined toward purple or blue, while men may feel more inclined toward black or green.
This fact suggests that you should think about what focus you should give to your website (targeting young people, children, older people, or gender in particular). The truth is that with the information we have from neuroscience, it is not difficult to decide what type of colometry you will use in the design of your brand or website.
Feeling you wish to convey
This is a very interesting aspect. Well, what if you want to convey a particular emotion? It is a fact that colors can make us feel excited, calm, cool, optimistic, and so on. Therefore, since you already know the power of color, determine the feeling that you want your target audience to feel.
Coherence between the product or service and the color
Each color affects a different characteristic. For this reason, if you have an ecological website, it is best to place a color that conveys the same value of the brand, in this case it would be the green color. In this way you keep the same coherent idea in the way you present what you offer.