Digital neuromarketing in times of crisis

por The Winners
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Sandra Regina da Luz Inácio, Administrator, Master in Business Administration from – USP Universidade de São Paulo, Psychoanalyst, PhD in Business Administration and Post-Doctorate in International Business
from FCU – Florida Christian University

With the current crisis that the world is experiencing in 2020, companies need to reinvent themselves. For this, it is essential to use technology to negotiate, sell, generate savings, etc.

Organizations will be forced to change the way they present themselves to consumers, electronically. For this, we have prepared a series of proven techniques so that everyone can leverage their business amid chaos.

1. Big Data

For this purpose, big data provides information that opens up new opportunities and business models. The first steps involve three main actions:
1. Integrate: gathers data from several different sources and different applications.
2. Manage: Your storage solution can be in the cloud, on-premises, or both.
3. Analyze: get more clarity with a visual analysis of your varied data sets.

2. Techniques used in neuromarketing

According to Lindstrom (2009):
a) Images on the left, texts on the right: objects on the left of our field of view are processed on the right side, while those on the right on the left side.
b) Round shape (neurodesign): Our brain has a preference for round shape. This makes the design more attractive to the human brain. Every time we look at something sharp, it is understood as aggressive and should be avoided.
c) People’s Face: How to resist a beautiful face by exchanging looks and smiling. When we see a face like that, we have a tendency to match that person’s gaze.
d) Less is more: To create a simple written advertisement, use a maximum of 140 characters.
e) The way in which the prices of the products or services are informed influences the buyer’s decision: The easiest way to do this is to eliminate the symbols and letters next to the numbers. For example: If you write R $ 49 or 49, the product will seem more expensive than if you write only 49. Or, also 48.90.
f) Show the highest prices before: When you show a price for the first time, you establish an “anchor” in your consumer’s mind. Everything else seen afterwards will be compared to this initial value. So if you want to give the impression that something is cheap, show something more expensive first.
g) Call to Action: Any and all content that you produce, free or not, should lead the reader to some specific action, such as leaving a comment, sharing on social networks, registering on the email list and clicking on a link .
h) Storytelling: Since most decisions are made by the subconscious, it is easier to connect your brand to a consumer using stories and influencing their emotional side.
i) Use the word you a lot: The brain is selfish, so every marketing action must focus directly on the consumer. In that case, use the word “you”. What do you think? You decide! etc.
j) Provide pleasure, but focus on curing pain: Neuromarketing suggests working on the idea of how what you sell will help “alleviate” consumer pain. Talk about pain first, because the brain is more stimulated than when talking about pleasure. The quest to avoid pain is almost three times stronger than pleasure.

3. Sensorial Neuromarketing: Sounds and images

To help discover how colors can influence customers, an experiment at the American university Baylor College of Medicine showed how the brain interprets shades. The results were obtained from neuroscience, a branch of
research that uses devices to map the areas of the brain that govern human behavior. So, know the representation
of colors and get ready to use neuromarketing:

Blue Color: In dark tone it is related to power. In a lighter tone, it causes a feeling of freshness and hygiene. It is linked to productivity and success.

Orange Color: Reward system – responds for the pleasure and need to repeat the pleasurable experience. Linked to change, expansion and dynamism.

Yellow Color: Send the message of transparency in the negotiations or in the profit objective. Combined with other colors means credibility.

Color Pink: Controls the feeling of reward for the satiety of hunger, thirst and sex.

Gray Color: regulates the distribution of dopamine, a neurotransmitter related to the sensation of pleasure. Insula – coordinates emotions.

Green Color: Linked to decisions, abstract and creative thinking, affective responses and capacities for emotional connections and social judgment. Reinforces the idea of weightings and consistency and reliability. Brown Color: Internal structure that accounts for emotions. It suggests conservatism.

White Color: Left Cerebral Cortex – responsible for logical thinking and communicative competence. Suggests purity. Creates an impression of luminosity. It conveys the idea of freshness and calm. Combined with other colors it provides harmony.

Purple Color: Linked to action and movement planning and abstract thinking. You can refer to the mystery. It also relates to calm and common sense.

Red Color: The effect is removal, dynamism, sexuality, virility and masculinity. Regarding consumption, it can stimulate, in the case of food, or avoid it (objects and leisure). It also produces endorphins and serotonin.

Black Color: Regulates sexual behavior, aggression, fear and emotional memory. It suggests mystery, curiosity or superiority, in addition to nobility and distinction.

4. Auditory marketing or auditory anchoring and hypnotic ties

For Inovaforma (2019), the sense of hearing is considered by scientists and researched people that is directly linked to our consumption habits, proven by Auditory Marketing. Thus, because it is such a basic instinct, to understand the functioning of our brain under the exposure of the most varied sounds, we can thereby encourage consumption. It happens like this: sound waves are captured from the environment through the external ear and taken to the membrane of the eardrum, which vibrates.

Hair cells are responsible for converting this mechanical vibration into electrical signals, with 30,000 nerve fibers being excited, transmitting the information to the auditory cortex, which is part of the brain responsible for the perception of sound.

A well-made jingle is an excellent auditory marketing action. Specifically, look for ambient music that is about 72 bpm (beats per minute). This is the heart rate of the human heart. Music on this frequency directly affects unconsciously human behavior.

Of course, it must be directly connected with the public of the establishment. For example: in a country store, it makes no sense to leave classical music in the background. Country songs will work better, as they recreate this atmosphere in the environment, making the client feel as if they are really in nature.

5. Mirror neurons

According to Gameiro (2012), we human beings are really good at recognizing the intentions and emotions of others. We can look at another person and “feel” what he feels, we can learn from each other and connect deeply. Research points to a set of cells present in our brains called “Mirror Neurons”. These neurons make it possible to understand other people’s action and / or intention. We know that our learning happens through observation and imitation, which occurs with children and even adults.

First we look and then … we do. Our brain uses the memory of physical experiences previously lived to build “simulations”, that is, we can “relive” a certain experience even without actually having the experience.

For example, researchers have shown that the word “cinnamon” activates the same part of the brain that is activated when you actually smell cinnamon. You understand the word, simulating the real experience in your unconscious – just as you are doing now. Are you almost smelling the cinnamon? This is simulation.

This means that through neuroscientific methods it would be possible to map the set of codes capable of generating real sensations of experiences in the consumer, being able to apply them in different media such as printed material, television, digital media etc. In this way, different brands and products could be built to create a true “experience or sensation” for the consumer, making it possible to build a connection between product/ brand and customer, similar to the connection we make with each other through mirror neurons.

6. Inbound Marketing

Inbound marketing is essential to attract new customers using relevant content. For this, it is very important to have the idea that the first impression is what remains. In other words, to attract attention it is necessary to use the right words so that the client’s brain is not distracted by something “more interesting” to read.

Example: Infographic, e-book, blog, videos, publications on social networks, etc. Neuromarketing is not only very important in times of crisis, as we are experiencing now, but its techniques work in any time and part of the world. It is inconceivable for a company not to use its electronic commerce and digital projection today and in the future.

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