What is Neuromarketing and How Emotions Work Applied to Marketing
Posted: Wed Dec 04, 2024 3:01 am
Marketing has always had the main purpose of boosting a brand's image and attracting more customers to the company. To do this, knowing the behavior of your audience is essential in order to develop more effective strategies to meet their demands and achieve better engagement for the company. Neuromarketing is responsible for understanding consumer behavior and assisting marketing in its practices.
Read this article until the end and find out everything about it!
The era of neuromarketing
It is impossible to talk about emotion in digital marketing without resorting to neuromarketing, a trend that has gained the spotlight, especially in the last decade.
Neuromarketing consists of the union of neuroscience and marketing to support the creation of strategies that consider the consumer's emotions and subconscious when making purchasing decisions.
The basis of neuromarketing was the study of which areas of the brain are activated when making a decision. What science has discovered is that this process is predominantly governed by the limbic system, the most primitive region of the brain that is involved in emotions.
This means that every decision first goes through this system before becoming rational, including the purchase decision.
In other words, when the consumer simply weighs up the pros and cons and chooses to purchase a particular product or service, he is not doing this , because before reaching this objective stage, that product or service will need to have passed through the limbic system, that is, the emotional part .
That's why successful brands need to not only focus on the tangible benefits of their consumer product, but also work on the emotions of their target audience to their advantage . This includes digital marketing.
What is neuromarketing?
The principle of this concept is to unite marketing and neuroscience to identify and analyze the public's behavior, discovering how they react, unconsciously, to the actions promoted by brand marketing.
It's like understanding the logic of consumption by knowing people's desires, needs, tastes, impulses and motivations.
This makes it possible to analyze whether a given strategy is more effective or not than others, why the competition attracts more or less public to its campaigns, why the public prefers one brand over others, etc.
Knowing how your customer thinks and how they austria business fax list react to your strategies is of utmost importance for marketing to personalize its actions, in order to attract more leads and generate more sales opportunities.
Through a complete study of customer thinking and their involuntary neurological reactions, it is also possible to anticipate the public's needs and direct campaigns to better meet them.
How does neuromarketing work?
It is known that marketing already implements behavioral studies in its essence, however, neuromarketing has come to deepen these studies by using customers' instincts, senses and emotions to promote better responses.
In short, this is a new field of marketing that aims to study consumer behavior . Thus, it uses the stimulation of areas of our brain that react differently to each action.
Among these areas that can be most affected to provoke purchasing actions are the reptilian and limbic areas.
The limbic system is responsible for processing sad and happy emotions and activating sensations that involve the sixth sense. The reptilian system controls our body's survival actions, responding to urgent stimuli.
Thus, some simple details will be worked on that are capable of stimulating and activating the consumer's unconscious, as well as provoking their interest in the brand, such as the use of flashy colors on websites, in the brand logo and in the products themselves; betting on attractive images that illustrate the company's service, repetition of phrases, aromas in face-to-face campaigns, interactions, etc.
Pillars of neuromarketing
Every marketing strategy is built on pillars that guide our actions. Neuromarketing is no different. With this in mind, we have separated 4 pillars for you to understand how to optimize your results:
Have empathy for consumers: Don't forget that it's not just about closing the deal that matters. You need to ensure that your company and/or service can generate a good user experience.
Show the human side of a business: People want to connect with other people, especially in this digital context. From there, customers begin to identify with the brand.
Positive attitude: It is important that service provides an experience for the consumer.
Differentiation: We know that being able to differentiate our products and services from the competition is an important step towards creating authority in the market.
What are the benefits of neuromarketing for your business?
An efficient marketing strategy is one that adds value to the product or service in question, showing the potential customer the reasons why making that purchase is a good decision.
To help you with this process, we have separated some points where neuromarketing can be a great ally:
Have more chances to get it right
If you apply neuromarketing correctly to your strategy, the results can be greater.
It's easy to understand why, after all, analyzing how the use of certain tools influences the consumer to consume a product or service from your company is essential to achieving your goals.
Know your audience
Knowing your audience or persona is essential when thinking about developing new products.
It is not enough to innovate, it is not enough to simply think about getting ahead of the competition. It is important to know who your customer is and what pain points your company and your service can solve.
And by using neuromarketing, your marketing team can understand what the persona expects from the product and how to influence them to consume it.
Build more effective campaigns
Remember viral marketing campaigns ? This is an important point. Knowing what type of campaign can go viral is essential for your company to be seen by consumers and for them to feel attracted.
How to apply and achieve success?
Stirring up consumers’ emotions and sensations is essential to achieving their empathy and desire to buy.
To achieve this, campaigns that use everyday factors, common emotions among human beings and images that comfort people have a greater chance of attracting a larger audience.
This is because advertisements with emotional appeal are received by the public in a much better way than those that exploit the rational.
Coca-Cola, for example, is one of the brands that most applies emotion in its campaigns. Although the company offers very practical services to its customers, it tries to explore at some point the applicability of these services in people's daily lives. This stimulates the emotional senses and generates empathy with the brand.
For websites, blogs and social networks, opt for visual elements instead of just text. It is proven that images stimulate more areas of the brain than text, in addition to provoking sensations that lead to the desire to buy.
Also work on displaying prices in campaigns. This is a determining factor in whether or not a customer decides to buy a product.
Just look at a price that you don't like and nothing else will be seen. So try to take advantage of advantages like the famous "buy 2, get 3" or compare your price with that of the competition.
In addition, some urgency triggers are also effective in stimulating the brain. The famous slogans “ it’s only until tomorrow ” or “ it’s only in our store ” generate a sense of urgency or exclusivity, which leads the customer to decide to buy.
Repeat this information multiple times throughout a campaign to reinforce this idea.
Neuromarketing and the psychology of colors
Using color psychology in marketing is also a very effective visual strategy.
To do this, study the meaning of colors and how they stimulate each area of the brain. McDonald's, for example, uses the colors red and yellow, which stimulate hunger and purchase in its customers.
Neuromarketing allows colors to not only be details, but also to explain the human behavior that each tone carries, which can be a differentiator in closing deals.
This explains why more than 84% of consumers believe that color is an important factor when deciding whether to buy a product or consume a certain service.
Nowadays, we recognize the importance of including intangible aspects in this process, going beyond the tangible characteristics of the consumer good. See how emotion can be worked on in digital marketing.
Emotion in digital marketing
We’ve already talked about how social media is essential to a company’s growth strategy , but it’s also important to highlight its potential to tap into the emotions of your target audience. Here are some actions that can be taken to achieve this:
Authenticity
One of the pillars of emotional marketing is to convey trust and credibility to the consumer. This is only possible through the publication of authentic content that is an extension of the brand's DNA.
Read this article until the end and find out everything about it!
The era of neuromarketing
It is impossible to talk about emotion in digital marketing without resorting to neuromarketing, a trend that has gained the spotlight, especially in the last decade.
Neuromarketing consists of the union of neuroscience and marketing to support the creation of strategies that consider the consumer's emotions and subconscious when making purchasing decisions.
The basis of neuromarketing was the study of which areas of the brain are activated when making a decision. What science has discovered is that this process is predominantly governed by the limbic system, the most primitive region of the brain that is involved in emotions.
This means that every decision first goes through this system before becoming rational, including the purchase decision.
In other words, when the consumer simply weighs up the pros and cons and chooses to purchase a particular product or service, he is not doing this , because before reaching this objective stage, that product or service will need to have passed through the limbic system, that is, the emotional part .
That's why successful brands need to not only focus on the tangible benefits of their consumer product, but also work on the emotions of their target audience to their advantage . This includes digital marketing.
What is neuromarketing?
The principle of this concept is to unite marketing and neuroscience to identify and analyze the public's behavior, discovering how they react, unconsciously, to the actions promoted by brand marketing.
It's like understanding the logic of consumption by knowing people's desires, needs, tastes, impulses and motivations.
This makes it possible to analyze whether a given strategy is more effective or not than others, why the competition attracts more or less public to its campaigns, why the public prefers one brand over others, etc.
Knowing how your customer thinks and how they austria business fax list react to your strategies is of utmost importance for marketing to personalize its actions, in order to attract more leads and generate more sales opportunities.
Through a complete study of customer thinking and their involuntary neurological reactions, it is also possible to anticipate the public's needs and direct campaigns to better meet them.
How does neuromarketing work?
It is known that marketing already implements behavioral studies in its essence, however, neuromarketing has come to deepen these studies by using customers' instincts, senses and emotions to promote better responses.
In short, this is a new field of marketing that aims to study consumer behavior . Thus, it uses the stimulation of areas of our brain that react differently to each action.
Among these areas that can be most affected to provoke purchasing actions are the reptilian and limbic areas.
The limbic system is responsible for processing sad and happy emotions and activating sensations that involve the sixth sense. The reptilian system controls our body's survival actions, responding to urgent stimuli.
Thus, some simple details will be worked on that are capable of stimulating and activating the consumer's unconscious, as well as provoking their interest in the brand, such as the use of flashy colors on websites, in the brand logo and in the products themselves; betting on attractive images that illustrate the company's service, repetition of phrases, aromas in face-to-face campaigns, interactions, etc.
Pillars of neuromarketing
Every marketing strategy is built on pillars that guide our actions. Neuromarketing is no different. With this in mind, we have separated 4 pillars for you to understand how to optimize your results:
Have empathy for consumers: Don't forget that it's not just about closing the deal that matters. You need to ensure that your company and/or service can generate a good user experience.
Show the human side of a business: People want to connect with other people, especially in this digital context. From there, customers begin to identify with the brand.
Positive attitude: It is important that service provides an experience for the consumer.
Differentiation: We know that being able to differentiate our products and services from the competition is an important step towards creating authority in the market.
What are the benefits of neuromarketing for your business?
An efficient marketing strategy is one that adds value to the product or service in question, showing the potential customer the reasons why making that purchase is a good decision.
To help you with this process, we have separated some points where neuromarketing can be a great ally:
Have more chances to get it right
If you apply neuromarketing correctly to your strategy, the results can be greater.
It's easy to understand why, after all, analyzing how the use of certain tools influences the consumer to consume a product or service from your company is essential to achieving your goals.
Know your audience
Knowing your audience or persona is essential when thinking about developing new products.
It is not enough to innovate, it is not enough to simply think about getting ahead of the competition. It is important to know who your customer is and what pain points your company and your service can solve.
And by using neuromarketing, your marketing team can understand what the persona expects from the product and how to influence them to consume it.
Build more effective campaigns
Remember viral marketing campaigns ? This is an important point. Knowing what type of campaign can go viral is essential for your company to be seen by consumers and for them to feel attracted.
How to apply and achieve success?
Stirring up consumers’ emotions and sensations is essential to achieving their empathy and desire to buy.
To achieve this, campaigns that use everyday factors, common emotions among human beings and images that comfort people have a greater chance of attracting a larger audience.
This is because advertisements with emotional appeal are received by the public in a much better way than those that exploit the rational.
Coca-Cola, for example, is one of the brands that most applies emotion in its campaigns. Although the company offers very practical services to its customers, it tries to explore at some point the applicability of these services in people's daily lives. This stimulates the emotional senses and generates empathy with the brand.
For websites, blogs and social networks, opt for visual elements instead of just text. It is proven that images stimulate more areas of the brain than text, in addition to provoking sensations that lead to the desire to buy.
Also work on displaying prices in campaigns. This is a determining factor in whether or not a customer decides to buy a product.
Just look at a price that you don't like and nothing else will be seen. So try to take advantage of advantages like the famous "buy 2, get 3" or compare your price with that of the competition.
In addition, some urgency triggers are also effective in stimulating the brain. The famous slogans “ it’s only until tomorrow ” or “ it’s only in our store ” generate a sense of urgency or exclusivity, which leads the customer to decide to buy.
Repeat this information multiple times throughout a campaign to reinforce this idea.
Neuromarketing and the psychology of colors
Using color psychology in marketing is also a very effective visual strategy.
To do this, study the meaning of colors and how they stimulate each area of the brain. McDonald's, for example, uses the colors red and yellow, which stimulate hunger and purchase in its customers.
Neuromarketing allows colors to not only be details, but also to explain the human behavior that each tone carries, which can be a differentiator in closing deals.
This explains why more than 84% of consumers believe that color is an important factor when deciding whether to buy a product or consume a certain service.
Nowadays, we recognize the importance of including intangible aspects in this process, going beyond the tangible characteristics of the consumer good. See how emotion can be worked on in digital marketing.
Emotion in digital marketing
We’ve already talked about how social media is essential to a company’s growth strategy , but it’s also important to highlight its potential to tap into the emotions of your target audience. Here are some actions that can be taken to achieve this:
Authenticity
One of the pillars of emotional marketing is to convey trust and credibility to the consumer. This is only possible through the publication of authentic content that is an extension of the brand's DNA.