{"id":11741,"date":"2020-11-18T09:00:31","date_gmt":"2020-11-18T09:00:31","guid":{"rendered":"https:\/\/yeeply.com\/en\/?p=11741"},"modified":"2023-12-11T10:46:36","modified_gmt":"2023-12-11T08:46:36","slug":"neuromarketing-how-to-apply-in-companies","status":"publish","type":"post","link":"https:\/\/yeeply.com\/en\/blog\/marketing\/neuromarketing-how-to-apply-in-companies\/","title":{"rendered":"What is Neuromarketing and How to Apply it in a Company?"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In a market awash with options and in which several companies will have to contend with each other to cover the same need, neuromarketing enables us to confer new elements to our products to make them stand out.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Neuromarketing is a specialisation within marketing that <\/span><b>exploits our most primal instincts to influence our decision-making<\/b><span style=\"font-weight: 400;\"> when it comes to making purchases. It may strike as something crazy in a world dominated by logic, and yet it works.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><div class=\"bt-proyecto\"><a class=\"do-not-track\" href=\"https:\/\/yeeply.com\/en\/?rel=EN-BT-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\">DO YOU NEED MARKETING SUPPORT? FIND YOUR TEAM<\/a><\/div><\/span><\/p>\n<h2 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Index<\/span><\/h2>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><a href=\"#what\"><span style=\"font-weight: 400;\">What is neuromarketing?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#ad\"><span style=\"font-weight: 400;\">Advantages of neuromarketing<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#ex\"><span style=\"font-weight: 400;\">Examples of companies that use neuromarketing<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#how\"><span style=\"font-weight: 400;\">How to introduce neuromarketing in your marketing strategy<\/span><\/a><\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span id=\"what\" style=\"font-weight: 400;\">What is neuromarketing?<\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">First of all, let\u2019s have a look at neuromarketing\u2019s definition: Neuromarketing is a marketing speciality area that employs a <\/span><b>set of scientific techniques and knowledge<\/b><span style=\"font-weight: 400;\"> within the field of neuroscience to study, explain, and predict customer behaviour.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Its ultimate goal is to dive into the customer\u2019s subconscious to attempt to <\/span><b>impact his\/her decision-making<\/b><span style=\"font-weight: 400;\"> when making a purchase.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">You can find out more about what neuromarketing is and some neuromarketing examples in this video:<\/span><\/p>\n<p><iframe title=\"Neuromarketing: Hacking Into Consumers&#039; Minds\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/IG0SabKeiTs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2 style=\"text-align: justify;\"><span id=\"ad\" style=\"font-weight: 400;\">Advantages of neuromarketing<\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The human brain can be considered as something that\u2019s split into two parts: one part processes information consciously and rationally while another part processes the same information <\/span><b>at an unconscious and irrational level<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Neuromarketing techniques are based on objective data arising from <\/span><b>magnetic resonance imaging<\/b><span style=\"font-weight: 400;\"> (MRI), <\/span><b>magnetoencephalography<\/b><span style=\"font-weight: 400;\"> (MEG), or <\/span><b>electroencephalography<\/b><span style=\"font-weight: 400;\"> (EEG) \u2014 capable of measuring the reactions taking place in the unconscious part of our brains. It\u2019s about discovering how elements in our environment such as light, colours, or smells can impact decision making, which is supposedly a conscious process.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">All this additional information on unconscious reactions cannot be gathered through traditional marketing means and is quite useful for <\/span><b>making better choices regarding our product strategy<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Some of the benefits of applying neuromarketing include:<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">1.\u00a0 \u00a0 Increasing conversion rates<\/span><\/h3>\n<p style=\"text-align: justify;\"><b>Optimising the exact elements that trigger purchases<\/b><span style=\"font-weight: 400;\"> is possible by using neuromarketing as an alternative to having to carry out testing until the best combination is found. This enables saving time and generating money faster.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">2. Adjusting the value proposition<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Your website only has a few seconds to make an impression on the customer as to your value proposition (i.e.<\/span><b> who you are, what you do, and why people should buy from you<\/b><span style=\"font-weight: 400;\">). Neuromarketing can help us optimise our website and give a boost to the conversion rate.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">3. Optimising the shopping cart<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Customers have a lot of anxiety when completing a purchase and this anxiety is not always soothed by money-back guarantees or the like.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">By getting to know the customer\u2019s unconscious doubts we\u2019ll be able to <\/span><b>curb dropouts<\/b><span style=\"font-weight: 400;\"> and increase the conversion rate by up to 30%.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><\/span><span style=\"font-weight: 400;\"> Read on:<\/span> <i><span style=\"font-weight: 400;\">7 essential trends to keep in mind for creating a successful online store<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">4. Selecting the packaging that works best<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Neuromarketing can measure very precisely <\/span><b>the customer\u2019s response to design features<\/b><span style=\"font-weight: 400;\"> such as colour, images, or fonts.<\/span><\/p>\n<p style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">For instance: Matte beige potato crisp bags \u2014 unlike glossy bags with colourful pictures \u2014 work better because neutral bags are perceived as being more natural and don\u2019t trigger a feeling of nutritional guilt when being bought.<\/span><\/i><\/p>\n<h2 style=\"text-align: justify;\"><span id=\"ex\" style=\"font-weight: 400;\">Examples of companies that use neuromarketing<\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Brands become aware of what consumers think through explicit research techniques such as <\/span><b>surveys, focus groups, and interviews<\/b><span style=\"font-weight: 400;\">. They can analyse consumer behaviour with observational techniques. However, this information may prove insufficient in a market where competition is always on the increase.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">For this reason, brands such as <\/span><b>Coca-Cola<\/b><span style=\"font-weight: 400;\">, <\/span><b>Hyundai<\/b><span style=\"font-weight: 400;\">, or <\/span><b>eBay<\/b><span style=\"font-weight: 400;\"> are forced to deploy ever more innovative approaches with their customers in mind when evaluating their products.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><\/span><span style=\"font-weight: 400;\">Watch the Volkswagen commercial that won the Super Bowl a few years ago thanks to a neuromarketing study:<\/span><\/p>\n<p><iframe title=\"VW Punch Dub 60 Sec.flv\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/byFOVVJ4198?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Neuromarketing companies can be divided into three large groups:<\/span><\/p>\n<p><u>1. Specialised companies that offer neuromarketing services and carry out studies for brands.<\/u><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">These companies aim <\/span><b>at carrying out studies<\/b><span style=\"font-weight: 400;\"> to analyse \u2014 from an emotional and cognitive level \u2014 different aspects of a marketing strategy such as its advertising campaigns, the product itself, or the product\u2019s packaging.<\/span><\/p>\n<p style=\"text-align: justify;\"><u>2. Companies that develop and sell the technologies required to carry out this neuromarketing research.<\/u><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">These neuromarketing companies develop technology and software that are more easily adapted for their use in market research than in other fields such as healthcare. Measuring and analysing <\/span><b>behavioural and physiological responses<\/b><span style=\"font-weight: 400;\"> is a straightforward procedure and can be translated into valuable information for marketing and communication purposes.<\/span><\/p>\n<p style=\"text-align: justify;\"><u>3. Companies that carry out neuromarketing research for brands but that also provide the physical support required for the brands to carry out this research themselves.<\/u><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">By offering both services, these companies can cover all the needs that a given brand or business may have.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Some neuromarketing companies that develop software so that brands may perform their own tests are <\/span><b>Bitbrain<\/b><span style=\"font-weight: 400;\">, <\/span><b>iMotions<\/b><span style=\"font-weight: 400;\">, or <\/span><b>NeuroFocus<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><iframe title=\"iMotions Explained\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/lPtMfMGPIn8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><\/h2>\n<h2 style=\"text-align: justify;\"><span id=\"how\" style=\"font-weight: 400;\">How to introduce neuromarketing in your marketing strategy<\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">We can implement some \u201ctricks\u201d in our marketing strategy that have been obtained from the studies carried out in neuromarketing over the years:<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">1. \u00a0 \u00a0 Use simple language<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Simple fonts with an unvarying width and that don\u2019t contain many accent marks (in the case of languages like Spanish or French) work well, unlike other options that may strike as being too flashy. The easier it is to read, the better it will work.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">2. \u00a0 \u00a0 Suggest the viewer what to do<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">If you want the customer to look at shoes, you can show an ad in which a woman is looking at a pair of shoes for instance. When we call for a given action and highlight it, we are reinforcing an unconscious crave for carrying out such an action.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">3. \u00a0 \u00a0 Offer a limited amount of options to avoid decision paralysis<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">There are times when offering many options is counterproductive because it may very likely get the customer paralysed. It\u2019s best if he\/she may only choose between a few options.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">4. \u00a0 \u00a0 Carry out A\/B tests<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">A\/B tests are, in short, tests to evaluate what works and what doesn\u2019t. When you launch a campaign, you must test elements such as language, colours, or the payment steps to find out which options your customers respond better to.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">5. \u00a0 \u00a0 Tell interesting stories<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">One of the best ways to enthral someone is to tell him\/her a good story. It can also help customers acquire a positive association with your brand.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"> <\/span><span style=\"font-weight: 400;\">You might be inte<\/span><span style=\"font-weight: 400;\">rested in: <\/span><a href=\"https:\/\/yeeply.com\/en\/blog\/examples-digital-branding-tech-companies\/\"><i><span style=\"font-weight: 400;\">The best examples of digital branding in tech companies<\/span><\/i><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Bottom line<\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Based on the neuromarketing examples and techniques we\u2019ve been discussing, one thing is clear. Companies unable to personalise their customer relationships and <\/span><b>base them on their customers\u2019 needs and expectations<\/b><span style=\"font-weight: 400;\"> will soon die out.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This kind of customisation requires getting to know the customer at a much deeper level than any web forms, focus groups, or observation may allow.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">It seems that the future of advertising lies in <\/span><b>combining traditional marketing methods with neuromarketing<\/b><span style=\"font-weight: 400;\"> to attain a comprehensive picture of the customer. Both techniques fall short separately. However, when combined, the increase in conversion rates is spectacular and we suspect that it\u2019s something that will carry on being a buzz topic for yet a long time to come.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><p><a href=\"https:\/\/yeeply.com\/en\/?rel=EN-BP-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2020\/04\/EN-cta-blogpost-proyecto-marketing.png\" alt=\"Proyecto Marketing\" \/><\/a><\/p><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a market awash with options and in which several companies will have to contend with each other to cover the same need, neuromarketing enables &#8230;<\/p>\n","protected":false},"author":2,"featured_media":11742,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-11741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Neuromarketing and How to Apply it in a Company?<\/title>\n<meta name=\"description\" content=\"Everyone talks about neuromarketing but what is it really? 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