Neuromarketing Concept And Applications
What does neuromarketing mean? In this post, we define the concept of neuromarketing and how you can integrate it into your online marketing strategy. Around 2002, a revolutionary new term was coined by a Harvard University professor for the first time, and this new concept was neuromarketing. If we stop to think, what does “neuromarketing” mean? We can guess it relates to neurological studies and marketing, or perhaps a combination of these words.
Origin Of Neuromarketing
As we have introduced, neuromarketing appeared in the early 2000s in the United States. The research focused on studying the brain mechanisms of our minds, which they sensed could be used to analyze the consumer’s subconscious. This new discipline draws on various branches of science such as neuropsychology, neuroeconomics, neuroendocrinology and cognitive neuroscience. As we can see, it is a concept that encompasses many disciplines and has a much more scientific perspective than other dominant research currents of recent decades.
Types Of Neuromarketing
According to research, we can distinguish between three types of neuromarketing:
It has been shown that music or sounds can significantly influence our purchasing decisions. Sure, you go to some bars because you like the music they play or have never left a store because you couldn’t stand that song the salesgirl was listening to anymore. Everything in our environment communicates, and music and sounds are something that remains very quickly in our brain, especially in our subconscious. Therefore, both the music on your premises and the tone of voice used by your company’s staff communicate who you are and your company’s identity. For this reason, we must pay special attention to all those auditory stimuli that may influence our customers’ purchasing decisions.
Neuromarketing studies, as we have said, study how the brain reacts to stimuli. This way, the information obtained through these investigations can help us plan our marketing strategy. These studies have shown the power of images, and images always arrive much faster than text. This way, the image guarantees that the message can be transmitted more effectively.
We can associate this neuromarketing with the other senses we have not yet talked about: touch, smell and taste. Although they are branches that are not yet being used as much as the ones we mentioned above, they are gaining space in marketing plans. Smells, for example, remain in our minds, just as a song can do to an image. Has it ever happened to you that you walk down the street and notice someone wearing the same perfume as your partner?
That smell can transport you to dozens of memories in just a second. And something increasingly common is entering a physical store and feeling that it always smells the same, which is no accident. It is currently being studied in-depth how to transmit specific characteristics or identities with smells; this area of study is called olfactory marketing.
As we can see, perception and emotions have great power in our minds, which can also be related to purchasing decisions. Now that we have an idea of neuromarketing, we will delve deeper into the concept and see how these techniques have been applied to copywriting. Why are there texts that sell millions and others that go unnoticed? How can we write to connect and build loyalty using neuromarketing? I hope that this post has been of great help to you and that it has aroused your interest in neuromarketing and its different applications.