Many factors can affect the success of a digital campaign, and among them, of course, is the brain factor of your buyers. As hard as it may be to believe, the full range of your senses and emotions can actively affect your behavior. The science behind these powerful conclusions is called neuromarketing, and it’s something that has been around for a long time.
Attracting your potential customers isn’t just about your company’s color, name, or logo, it’s about looking at the way your customers’ subconscious thoughts, desires, and feelings drive their purchasing decisions.
What is Neuromarketing?
Neuromarketing is a strategy that invites you to understand how the human brain works and how you can motivate customers’ desire to buy.
It is then defined as the science that studies the way in which people react to a sales campaign. That is, how the brain reacts and drives behavior before, during, and after purchasing.
What is the objective of neuromarketing?
The main objective of neuromarketing is to analyze the reactions that occur in the brain after receiving advertising impacts. This is important because it has been determined that the purchase decision does not come from the conscious brain but from the unconscious.
Therefore, Neuromarketing focuses on measuring brain activity to determine what emotions stimuli provoke in the context of marketing or advertising, as well as the attention and memory levels of potential buyers.
Key Elements of Digital Neuromarketing:
Emotions as influencers
The reptilian brain is simple, it works with the simple stimulus-response formula. Emotions are then unconscious and automatic responses to sensory stimuli.
The important thing is to understand that emotions drive purchasing actions, and if you manage to stimulate them correctly, you are on the right track to influence the decisions of your potential customers.
The psychology of colors
Colors are capable of evoking a range of different emotions. With this in mind, when running a digital campaign, the colors chosen for digital ads must be carefully selected to induce the sensation that needs to be projected. There is a lot of documentation about this in color psychology theories.
Use of images
Neuromarketing insists that our instinctive reptilian brain understands images much better than written words, so as a general rule, your digital campaigns should be accompanied by a powerful image that is easy for our old brain to understand.
Loss aversion
Studies on the subject speak of the central axis of neuromarketing as pain: We are suffering creatures, and we seek both benefit and avoid pain.
But the interesting thing about these studies is that it has been shown that our decisions are based much more on avoiding pain than on the reward or benefit itself.
According to the above, your buyers will be more inclined to buy your products or services if, in your digital marketing campaigns, you include phrases such as “buy before it runs out” than to name the one hundred and one thousand benefits of purchasing your products or services.
Anchoring
In neuromarketing, it is particularly clear that the first information that the customer receives has an enormous impact on their purchasing decision. If you want your audience to be attracted to your ads, then you should put particular emphasis on the first words of your ads.
Contact us at Digital Specialist if you want to learn more about the new digital marketing trends and tips.