Thanks to this new tool, we are discovering the real keys to purchasing decisions… and some of them are most surprising. For example, these are four of the territories where neuromarketing has provided great results:
- The smell . The senses have a most powerful evocative power to make the marks reach the depths of us. The brain remembers smells much better and processes them at more subconscious levels than the stimuli it receives through sight . It is the most emotional sense and therefore one of the ones that works best to connect with the consumer. Now, brands are taking advantage of this through scent marketing: supermarkets, for example, strategically position their bread ovens to encourage consumers to buy more. Today, 35% of brands already have an “odotype”: a smell that evokes the brand and provokes feelings associated with it in the consumer.
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- The attraction to danger . For years, marketing has used fear and health warnings to provoke consumer reactions. The logic behind it is that we all run from danger… but surprisingly, it doesn’t work as well as expected. For example, despite decades of campaigns warning of the danger of tobacco, there are millions of people who continue to smoke. And it is that according to neurological studies, these frightening messages activate the core of craving, making smokers not only not want to quit, but also feel more like lighting a cigarette.
- Brand names. Neuroscientific studies have shown that the Portugal Email Lists subconscious response of the brain is very different depending on the name of the product, so naming is vital to ensure success.
- The colors . Color in advertising and neuroscience is a whole world, since different shades can completely change the ideas and emotions associated with a brand.
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5 examples of use of digital neuromarketing
As you can see, neuromarketing has a great influence on consumer purchasing decisions, so integrating it into your campaigns is undoubtedly a great decision. But how is neuroscience applied in the world of online marketing? Surely these 5 examples will give you ideas:
- The word ” price ” activates pain centers in the brain, so it’s important to express this concept in subtle ways. For example, we can replace the word with the euro symbol, or encourage the customer to buy without explicitly saying so.
- Appeal to feelings We want to penetrate the consumer’s subconscious and encourage him to make impulsive decisions. Provoking feelings (laughter, love, solidarity…) or making him remember his most positive moments works when it comes to getting his attention and opens the door to the depths of his brain.
- Storytelling – whatever you do, tell a story . The stories create a bond of trust with the brand, help to settle in the memory of consumers and give meaning to the brand, creating a culture around it.
- Use the feeling of scarcity. It is one of the oldest advertising tricks: creating offers limited in time/quantity or the feeling that a product is going to run out. This creates in the consumer TR Numbers the need to make the purchase as quickly as possible.
- Don’t forget the images . The popular saying “a picture is worth a thousand words” has been reinforced by eye-tracking studies. Our eyes go to the images before to the texts and our brain picks them up more easily. Use an attractive design and go for the best images to create an unforgettable first impression.
