In the society in which we live, the massive presence of advertising is completely normal. People are bombarded by advertising in many forms and at many times, and in some cases it is intrusive and unsubtle.
What is Neuromarketing?
Surely such an amount of advertising does not perform its function and in the end, the desired object that was intended to be sold, remains on the shelf it was on. As the saying goes, little pleases and much angers. In this sense, the aim is to understand what pleases people. This is where the neuromarketing.
What is Neuromarketing?
In short, we could define it as the application of neuroscience techniques to marketing.
What is its objective?
To understand and learn about the levels of attention that people show to different stimuli. In this way we try to explain people's behaviour from the basis of their neuronal activity.
The purpose of using these techniques in marketing is to seek efficiency in your decisions. To find out which stimuli people pay more attention to and which ones do not directly influence people's behaviour. The aim is, after all, to understand people more and better, nothing more than that, nothing more than that, nothing to manipulate anyone's head.
There are different techniques within neuromarketing analysis that offer instant results, while others are based more on recall.
With these techniques, the type of analysis seeks more measurable and quantitative reinforcement in order to move away from personal subjectivity. It is necessary to remember that in a purchasing situation, although it seems that unconscious decisions have a greater weight than conscious ones.
But let's keep in mind that identifying what people like or dislike does not directly mean finding out the reasons why they like it. Neuromarketing identifies stimuli, but making predictions about how people will behave is somewhat more complicated. Our brains are more complex than just closed compartments. People's behaviour is not determined by external stimuli, but we are conditioned by the situations in which we live.
So, what is neuromarketing? Neuromarketing specialises in identifying these stimuli, applying them to different fields, from an advertising graphic to heat maps that are used to see where a person looks most. These stimuli are analysed and studied in order to subsequently include them in your strategies or advertising pieces.
As we can see the advertising is moving towards more experimental advertising, telling stories that seduce us and taking us into more emotional terrain, i.e. more "irrational" terrain which, as we saw earlier, has a much greater weight in people's purchasing decisions.
This more exhaustive knowledge will lead to tailor-made products, generally speaking. Where the segmentation will be much greater than we can experience so far and the stimuli much more subtle.
In this sense, advertising will no longer kill flies with cannons, but will aim at the right target, thanks to a better knowledge of what strategy to use in order to reach the target in a more effective and efficient way. Marketing has been using different research techniques to find out how to act more effectively.
A clear result of these studies can be experienced when shopping in any supermarket: we only have to pay a little attention to the context that surrounds us at the time of purchase, from the situation of the products on the shelves, the music that is used at different times of the day or the much-loved trolley that "always" follows the path we set for it.
