Did you know that what most catches our attention about an ad and that most of the purchase decisions have a theoretical explanation that justifies it? For almost two decades now, experts have been demonstrating what neuromarketing is and what application it has in the purchasing process.

We often think about how to make our ad generate more impact and maximize conversions. However, users are usually very saturated with so much advertising, and what we do not do is think about them.

As marketers we are concerned about knowing how to attract potential clients and obtain more sales, wanting to measure each change and each step that is taken to do so. It is for this reason that the need to explain the behavior and decisions of customers is born to increase profits: neuromarketing arises .

If you are one of those who also wants to obtain the magic formula to be present in the subconscious of consumers, this interests you!

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What is neuromarketing

The origins of neuromarketing go back to 2002, when the Dutch professor Ale Smidts, Nobel Prize in Economics, coined it.

According to this author, neuromarketing consisted of investigating the brain mechanisms in the mind, that is, the consumer's subconscious, to discover how brands could improve their marketing strategies.

It is in these brain mechanisms where, for example, we could explain why a person buys a yellow sweater after having gone for a coffee and did not buy it a week ago, when he passed the same store.

Therefore, neuromarketing is the discipline that, based on a scientific study, allows finding the techniques to optimize the conversion of a brand's products and services thanks to a greater understanding of user behavior in the purchase process . Hence, knowing how the subconscious works in this sense is key to working on improving the user experience.

Thus, as a result of the combination of neuroscience and marketing, neuromarketing is mainly based on the following areas:

• Neuropsychology
• Neuroeconomics
• Neurology
• Neurosciences

What is the main goal of neuromarketing?

By applying and studying what neuromarketing is, we can analyze the level of attention and sensory responses of the consumer to different stimuli.

Through these responses we can understand how the brain reacts to the stimuli of our marketing campaign and, therefore, the behavior and thinking of consumers and users who see it. 

In this way we will be able to condition a response in the user , knowing how consumers feel, think and act.

Types of neuromarketing

• Visual neuromarketing: it is based on the sense of sight. Words like free, offer, discounts ... or resources like rounding prices to 0.99, can be some resources for visual neuromarketing . So are some colors such as yellow, which suggests a sale, blue for fresh products or green for organic products.
• Auditory neuromarketing : it is the one that focuses on the sense of hearing to achieve its objectives. It is used especially in sound resources such as music that we can listen to in a store. While in clothing stores the music is fast and upbeat, in home stores it is more relaxing.
• Kinesthetic neuromarketing : it is based on touch, taste and smell. Although it is the least used, it has incredibly high potential in the way it increases consumer desire when receiving a certain stimulus. It is used in coffee shops (that put the smell of coffee), in clothing stores that want to highlight their own aroma to position themselves as the top of mind of the customer when they smell it, etc.

What is neuromarketing for: 7 advantages

Unlike traditional marketing or the use of other marketing techniques, the main competitive advantage of neuromarketing lies in knowing with greater certainty how to attract the attention of the target audience in our advertising actions.

And the reason for this is that this discipline is capable of measuring consumer stimuli without the need for surveys or interviews, as is done in traditional marketing. Many times, even in a physiological way, as when at the end of the 60s the psychologist Herbert Krugman measured the dilation of the spectators' pupils who saw an advertising image.

What other advantages do we get from applying neuromarketing?

1. Discover new points of view. It brings a different perspective to traditional market research and research. It allows you to measure the impact of details in the designs of your campaigns to discover insights on how to capture the attention of the consumer, transmit the most important information and create emotional engagement with them.
2. Analyze the consumer in a non-intrusive way , without asking questions or market research. In this way we can also evaluate not only the conscious but also your subconscious, which undoubtedly contributes to more success in the market.
3. It is much more accurate than other types of marketing . Thanks to its technological tools, neuromarketing takes an objective and, we can say, scientific position on the behavior and thoughts of our consumers. Related to the previous point, by being able to analyze aspects that they neither know nor cannot hide / lie about, provides greater reliability.
4. Improve user experience. Knowing more about our consumers allows us to get closer to them, what they are thinking, their needs, etc. This translates into a better user experience, both in the purchase process and in terms of design, usability, etc., which ends up generating a greater benefit for both the company and him. The comparison of behaviors in Test A / B will be key to improve the web design.
5. Strengthens brand image . Neuromarketing helps to focus the communication and branding of the company towards the real needs of the consumer.
6. Improves marketing success at the point of sale. Neuromarketing allows us to know the physical journey that consumers frequently make through the establishment, so that we will know which places to allocate a product to promote the purchase. For example, we can calculate which visual elements attract the most in storefronts to increase the likelihood of attraction at points of sale.
7. Identify common and scalable patterns of behavior . Through the cause and effect of the stimuli we provide to users, we can create role models that provide us with concrete data to create campaigns and products optimized for our consumers. Once we have a specific pattern, scaling it to other products, designs, campaigns is much easier.

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8 examples of neuromarketing campaigns

Do you know success stories? Here are some examples of how well-known companies have applied neuromarketing strategies with ingenuity and insight in their campaigns. They have no waste!

1 the case of Lay's

Lay's was unable to increase its sales in the female sector, when they were more against snacking between meals (which Lay's wanted).

They changed their packaging of strident and aggressive colors for one with tones more associated with the healthy concept and where the ingredients of the potatoes were seen. With the change, they managed to give their product another focus: they turned Lay's into a healthy product. And the truth is that sales increased and the change was successful.

2. The Starbucks case

The coffee brand sells much more than this. Sell ​​an experience. In a Starbucks store, many sensory factors come into play that contribute to neuromarketing and sensory marketing. The music, the sofas, the aroma of coffee ... All factors influence the consumer's mind, his subconscious, so that they find Starbucks the ideal place to relax, have a coffee and have a good time in the establishment .

3. The case of Roger Dooley

Roger Dooley opted for one of the most used tools in neuromarketing, known as eye-tracking , to demonstrate the effectiveness of an advertisement for baby products. This technique consists of evaluating the visual behavior of a reader or viewer to analyze where their gaze is directed using heat maps. Their study, conducted with a sample of 106 people, showed that the hot spots change depending on the image.

As we can see below, in the first image, the gaze was directed to the subject of the test, while in the second it was focused on the headline of a website or an advertisement

Therefore, when the subjects saw the image in which the baby was facing them, they did not pay much attention to the web or the advertisement. However, when it was the turn of the image in which the baby was looking at the advertisement, the subjects directed their gaze to where the baby was looking, paying much more attention to the web or said advertisement.

4. The Ford case

Using various techniques, he found that when consumers observed sports cars, areas of the brain related to pleasure were activated (the same ones that are activated with sex and cocaine, for example).

All these examples and data can be an important first step in later creating an attraction marketing strategy that uses words, colors, messages, etc. closely linked to consumer emotion

5. The case of Carls Jr.

This burger restaurant used EEG and Eye Tracking equipment in its commercial to measure:

• Stimulation level
• Motivation level
• Cognitive load

The heat map that is displayed over the video shows the focus of the eye in a common viewer. Do you want to prove it?

6. The case of Mediamarkt

This brand is a great example of how the technique of avoiding price rounding makes products feel cheaper.

7. The Cheetos campaign

For the famous laundromat joke commercial, Cheetos used focus groups and an EEG study (using the electroencephalogram), a neuromarketing tool to assess the response of his audience. While in the focus groups the interviewees disapproved of the ad, the EEG study, conducted with the same participants, concluded that they really liked it. The result was a resounding success when the ad saw the light, as it linked the brand with humor and the importance of not always doing the “socially right thing”.

8. The Tampax ad

Like Cheetos or Microsoft before the launch of different Xbox games, Tampax also used the EEG method to measure their galvanic response in a sample of women to develop the ad featuring Patricia Conde. For this, different images of the presenter were represented to test which one achieved greater engagement in the users of this type of product.

Neuromarketing to increase profits

In conclusion, investing in neuromarketing is equivalent to investing in greater success for our products or services . Thanks to the possibility of discovering new paths, we can demonstrate the level of appeal and impact of a campaign, innovate in our creativity, check what drives the purchase decision and, in essence, offer content specifically geared towards user needs.

Have you implemented neuromarketing in your company? I would love to hear about your experience!

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