NEUROMARKETING

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Neuromarketing is a marketing technique that uses knowledge and techniques from neuroscience to understand how the consumer's brain works and how it processes and reacts to marketing stimuli. Neuromarketing seeks to gain a deeper understanding of consumers' purchasing decisions in order to improve the effectiveness of marketing strategies. To this end, neuroscience techniques such as functional magnetic resonance imaging (fMRI), electroencephalogram (EEG) and skin conductance measurement are used to analyse consumer brain activity while exposed to marketing stimuli such as advertisements, products or brands.

With the results obtained, neuromarketing specialists can determine which stimuli generate the greatest emotional response in consumers and, therefore, have a clearer idea of the most effective marketing strategies to promote a product or brand. It is important to note that neuromarketing has generated controversy, as some people see it as an invasive and manipulative technique that could violate consumers' privacy and freedom of choice. For this reason, it is essential that it is used ethically and responsibly, with the aim of enhancing the consumer experience and not manipulating it.

Neuromarketing to create a new company

Neuromarketing can be a very useful tool for setting up a new business as it allows you to understand how consumers' brains work and how to make purchasing decisions. Some ways in which neuromarketing can be applied in the creation of a new company are:

1. Market research: Neuromarketing techniques can be used to conduct market research and better understand consumer needs, wants and preferences.
2. Design of products and services: Neuromarketing can help design products and services that generate positive emotions in consumers, which can increase the likelihood of purchase and loyalty.
3. User experience design: Neuromarketing techniques can also be applied to user experience design, to create a pleasant and satisfying experience for consumers.
4. Advertising and communication: Neuromarketing can be used to design advertising and communication messages that capture consumers' attention and generate an emotional response.

In short, neuromarketing can be a valuable tool for understanding how consumers think and feel and how products, services, experiences and marketing messages can be designed to connect emotionally with them and generate a positive response.

Here are some practical examples of neuromarketing in start-ups:

1. Brain.fm: An app that uses neuroscience to create music that helps improve concentration and productivity. It uses auditory stimulation techniques and neuroscience principles to create music tracks that help reduce distraction and improve attention.
2. Casper: A mattress company that uses neuroscience to design products that improve sleep quality. It uses neuroscience principles to create mattresses that are tailored to each person's sleep needs and to design their online shopping experience.
3. Aromajoin: A company that uses scent diffusion technology to create unique and memorable brand experiences. It uses neuroscience and the psychology of smell to create personalised fragrances that reinforce a company's brand identity and associate it with positive emotions in the minds of consumers.
4. BioBeats: A company that uses artificial intelligence and neuroscience to create emotional wellbeing solutions for businesses. It offers customised tools and programmes to improve employee resilience and performance, using principles from neuroscience and positive psychology.
5. Neurosity: A company that develops wearable electroencephalogram (EEG) technology for real-time brain monitoring. It uses neuroscience principles to create products that enable consumers to control their electronic devices with their minds and improve their concentration and productivity.

These are just a few examples, but there are many new companies that are using neuromarketing to improve their products, services and brand experience in innovative and effective ways.

There are several success stories in the application of neuromarketing in different companies. Here are some examples:

1. Coca-Cola: This company used neuroscience to study how consumers' brains react when they try their product. Based on this information, they adjusted their marketing strategy and packaging design to increase consumers' emotional response. According to the results, this led to increased customer loyalty and satisfaction.
2. Toyota: The Japanese company used neuromarketing techniques to understand how consumers perceive the safety of their vehicles. The result was the development of a safety system that increased driver confidence and safety, which in turn improved brand perception and increased sales.
3. Nestlé: The company used neuromarketing techniques to study how consumers perceive their instant coffee products. Based on the results, they adjusted communication and packaging design to increase consumers' emotional response. This led to increased sales and customer loyalty.
4. Amazon: The e-commerce giant uses neuromarketing techniques to improve its users' shopping experience. For example, they use A/B testing to determine which images and text generate the strongest emotional response in users, allowing them to optimise their design and content to improve customer conversion and retention.
5. McDonald's: The fast food chain has used neuromarketing techniques to study consumer response to its menu and shop design. Based on these results, they have developed strategies to improve the customer experience and increase customer loyalty. For example, they have used the colour red and yellow in their branding and shops to increase the appetite and excitement associated with their food.

How can an entrepreneur apply neuromarketing?

An entrepreneur can apply neuromarketing in a variety of ways, for example:

1. Market research: Neuromarketing can help to better understand consumer behaviour and needs in order to create products and services that meet those needs.
2. Design of the brand and its visual identity: Neuromarketing research can help identify the elements that connect best with the target audience, from colours and shapes to tone of voice and visual language.
3. Packaging and label design: The way a product is presented is important in the purchasing decision, so neuromarketing can help to design packaging and labels that are more appealing and generate a stronger connection with the public.
4. Design of the shop or physical space: Neuromarketing can help to understand how space influences consumer behaviour and how the shop or physical space can be designed to generate a more pleasant and satisfying shopping experience.
5. Pricing strategies: Neuromarketing can help to understand how price influences the perception of value and how pricing strategies can be designed to maximise profitability and customer satisfaction.
6. Advertising and communication: Neuromarketing can help to understand how different forms of advertising and communication affect the consumer's brain and how more effective and persuasive messages can be designed.

What techniques does neuromarketing use?

Neuromarketing uses a variety of techniques to measure and analyse the brain's response to marketing and advertising stimuli:

1. Electroencephalography (EEG): This technique records the electrical activity of the brain through electrodes placed on the scalp, allowing attention, emotion and memory to be analysed.
2. Functional magnetic resonance imaging (fMRI): This technique uses magnets to create an image of the brain and detect which areas are activated during a specific task, allowing the emotional and cognitive response to marketing stimuli to be measured.
3. Eye tracking: This technique tracks eye movement to identify the direction and duration of visual attention, allowing analysis of the effectiveness of visual designs and the placement of elements on a page or advertisement.
4. Measurement of electrical skin activity (EDA): This technique measures the electrical activity of the skin to analyse the emotion and attention level of consumers.
5. Galvanic skin response (GSR): This technique measures the electrical conductivity of the skin to detect emotional response and activation of the sympathetic nervous system.
6. Facial biometrics: This technique uses algorithms to detect and analyse changes in facial expression, allowing emotional response and attention to be measured.

These techniques allow neuromarketers to obtain detailed and accurate information about the brain's response to marketing and advertising stimuli, which can be used to improve product design, advertising messaging and user experience. Neuromarketing is the study that is realise your customer during the purchase and decision-making process or before, during and after the purchase. It is a discipline based on getting inside the consumer's head in order to understand them in depth and be able to create a strategy accordingly. In recent years it is a term that has gained a lot of weight and is being heard more and more, used to create new strategies to achieve more conversions of products and services in a company. It requires a great deal of monitoring of all purchasing steps. And, also, the accumulation of all the information about the profile of the target audience.

WHAT ARE THEY FOR?

It serves to create the most effective advertising and purchasing strategies and match them perfectly to consumers' needs. By knowing the interests of the target audience and their reactions to the brand, it is possible to redesign the brand so that it can better and more easily approach the audience. From prices to images or the functioning of the products and/or services are under the magnifying glass of this marketing, or rather, they notice the consequences of the analysis it carries out and the initiatives it promotes. The neuromarketing strategies try to give consumer brain responses to specific stimuli, thus evoking positive emotions either through the image, smell or other stimuli.

The basics of neuromarketing strategy set out how:

• This is due to the proximity to the consumer. The brand tries to convince the consumer that this is a win-win situation and in this way create a closer and more consolidated bond.
• Differentiate yourself from the competition. In the dense marketplace of any digital business, setting yourself apart will make it easier to be remembered.
• It connects with the more human side of the company. Connecting with consumers' interests or values is a great way to get closer to them and build engagement and loyalty to your brand.
• Be positive. It has been proven in advertising that positive emotions connect better with users, being empathetic with their needs improves the attitude towards the company and will get them to spread that thought towards your products and therefore towards your brand. The example that never fails is Coca Cola, any user would relate it to the brand of happiness.

TYPES OF NEUROMARKETING

Three types of neuromarketing can be distinguished:

• VISUAL

This is where the sense of sightIt has been proven that it is with the sense that images reach the brain the fastest and in advertising that messages are most effective.

• AUDITORY

The sound music has always been a very important channel for the human being, music helps to reinforce the message and creates feelings and stimulates behaviour in the human being.

• KINESTHESIC

This is the least used branch of neuromarketing, but it is also sometimes useful. It is related to the senses of taste, touch and smell.

NEUROMARKETING TECHNIQUES THAT ARE SEEN ALL TOO OFTEN

Although such strategies sound very complicated, the truth is that we encounter many examples in our daily lives.

These are some of them:

• SHOPPING TROLLEYS

Have you noticed that they are always very wide? They are designed in this way so that they are geared towards a mass purchase, so that if a consumer carries one of these, they will be more inclined to fill it with several items.

• SUPERMARKET OVENS

You may have noticed that the bakeries or freshly baked bread is displayed in a central location, so that customers can smell the freshly baked products and be tempted to buy them. Why is oil always in the last aisles? The basic groceries are placed at the end of the shops so that along the way you will come across other products that you may not need as much but that you might be interested in and want to get hold of.

• THE ORDER OF PRICES

More expensive items tend to be more accessible on a shelf, while higher priced items tend to be placed higher up so that more effort is required to acquire them.

• PRICES FINISHED IN '99

They usually have a psychological effect that makes them seem cheaper to us, which is why we will rarely see rounded prices.