It is becoming increasingly difficult to connect with consumers. There are more and more screens to which consumers are always connected and through which they are receiving more and more messages. There are more and more possible advertising impacts and each time brands are more present in more scenarios and each time the attention windows (and the weight in the memory of consumers of the messages of the brands) are smaller. In short, brands face a situation that is becoming more complicated every day and in which each moment the context in which they operate is more and more demanding. If they want to attract the attention of the consumer, they will have to be much more careful when constructing the message and they will have to be much more efficient when choosing the elements with which they seek to connect with them.

For this reason, the new tools that are available to brands and that give them in-depth ‘insights’ about citizens have become the allies that companies cannot give up if they want to be able to position themselves prominently. The list of elements that help to connect with the consumer is Nigeria Phone Number List very varied and includes many strategies and many tools, from content marketing, which creates the type of message that consumers want to receive, to big data, which based on things what consumers do allows to reveal what interests them. All of these tools have several things in common. The first of these is that they have burst into force in recent years and are therefore creating conditions that brands did not have available before. To this it could be added that these tools help to profile messages that are not simply ‘advertising spam’ but elements that consumers really want to receive. And, finally, these tools allow you to know your consumers better than ever.

On that last point, and among all those new tools that brands now finally have available, neuromarketing stands out. Neuromarketing is a fusion between marketing and neuroscience and uses the techniques of the latter to better understand the consumer and understand not only what type of messages interest them but also what type of products they really want to consume. In fact, and as explained on the INESEM Business School website, “with the advent of neuromarketing, the detailed study of consumer behavior has been revolutionized”. For the first time, brands can really know what the consumer is thinking.

Neuromarketing is not some kind of 21st century witchcraft and brands don’t sit around reading the brains of unsuspecting consumers. It is a mistake to think that. Neuromarketing follows scientific principles and has, behind its conclusions, complex and complete laboratory studies that allow us to understand how the consumer’s brain works. To this must be added that neuromarketing does not, as some believe, manipulate the mind of the consumer. What neuromarketing does is ‘listen to the brain’, so to speak, to understand why consumers do one thing or another.

And this study has allowed experts (and brands with them) to discover many things that were not known or were being ignored, giving it less importance than it deserved. Neuromarketing has helped to better understand the consumer and is helping to reveal many secrets about why we buy and why we remember some things before others.

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