Although sometimes we do not give it all the importance it deserves, the truth is that the voice has a great impact on the marketing of our brand. Not only is it present in most audiovisual advertising , but it also has a prominent place in the shopping experience through public address announcements. With the popularization of virtual assistants, the voice surrounds us more every day.
Studies in neuromarketing tactics have shown that the human voice can have a huge impact on marketing results . For example, a Chinese cookie brand was able to increase their brand awareness from 34% to 80% just by changing the voiceover that appear in their ads.
The importance of voice in neuromarketing
The human voice provides a much greater amount of information Guyana Email List than the text, since it allows expressing and processing emotions much more quickly. And in addition, it transmits a large number of associations and values that can contribute to reinforcing the image of a brand.
Voice and neuromarketing: Casado’s findings
These are some of the discoveries publish by Casado after investigating the relationship between neuromarketing and voice :
- The voice announcing a product must coincide in gender with the audience for which it is intended. If the voice matches the target, the brain perceives it as “correct” and a greater attraction to the advertised product is generat. On the other hand, if the gender of the speaker and the target do not match, a feeling of error and rejection is generat that is counterproductive.
- Age is also very important when it comes to generating that feeling of congruence . For example, if our message has to do with the environment and ecology, it is preferable that the presenter be a young person. When messages about the future are read by young people, they trigger greater subconscious relevance and are perceive as more emotional.
- Although not directly relate to neuromarketing and voice. Casado’s research also sheds light on how to build consumer trust online . Among the recommendations TR Numbers of this expert we can highlight including PayPal among the main payment methods , adding trust seals and privacy policies to the web and making sure that the products meticulously comply with the detail characteristics and conditions.
