Our brain is a “catch-all” of memories, thoughts and ideas that we accumulate throughout our lives. Our decisions are mediated by all these stimuli; sometimes consciously and other times irrationally. Neuromarketing helps us decipher the mechanisms that act in decision-making and how to adapt to them.
The field of digital marketing studies and analyzes the consumer's mind in depth . Our goal is to connect with their thoughts and feelings, to understand what impulses lead them to purchase a certain product or service and what mechanism is followed to reach that decision.
It is an intuition shared by many marketing experts that consumers are guided by emotional aspects when making their purchases . However, statistics do not always reflect this reality. For example: Statista publishes a survey on the reasons why consumers trust a store. The main factors are price (62%), whether it is an ethical and responsible store (32%) or whether it has good recommendations on forums and blogs (25%).
These are important elements that are based on a rational malta phone number data analysis , but often the impulse to enter a store comes from other places: we have noticed the color, the slogan, a detail in the window or we have heard a song as we passed by that we liked. However, when asked in a survey, users identify their rational reasons much more than their irrational ones.
To understand what is going on in the mind of the consumer and to approach them with greater accuracy, neuromarketing offers very valuable keys.
How neuromarketing influences the consumer
Neuromarketing aims to delve into the reaction of the buyer's brain when faced with an advertising campaign for a particular product or service, mainly. Companies want to provide added value through emotions in the purchasing processes of their users. Digital marketing and neuromarketing are closely linked in this purpose to create emotional marketing strategies that facilitate the purchasing process .
Neuromarketing incorporates concepts from neuroscience, psychology, sociology and anthropology. Some of its studies have given us very useful conclusions when it comes to creating attractive campaigns. For example: colours. Each colour is linked to a specific emotion or mood , and when we design a brand we must take into account the message and tone we are launching and choose a colour palette that aligns with our vision. Otherwise, a mismatch is created that many consumers unconsciously detect and cause rejection.