Neuromarketing is an area of science that investigates the influence of emotions on consumer behaviour.
In the digital market, there is a lot of talk about the importance of defining a target audience, outlining a persona… All with the aim of understanding the needs of customers. What if that wasn’t enough? Well, it never was. But neuromarketing explains why.
When talking about the study of the persona, it is understood that this ideal client somehow expresses their needs and pains. Neuromarketing works with consumers who do not express these desires at some point. Which is more often than you might think.
Pedro Camargo, one of the leading authorities in neuromarketing in Brazil, declares that a large part of our economic acts are irrational, and Forebrain, a pioneer in this field, through research, found that a lot of information that reaches our brains is processed in a way unconscious.
If you are interested in the subject, the next lines will show you how to apply this tip in your business too!
What is neuromarketing and what is its use
Neuromarketing is not just a correlation between biology and marketing. It also involves neuroeconomics, which researches the various types of economic decisions, and consumer neuroscience, which adopts neuroscientific methods to understand the consumption pattern of customers.
A relevant milestone for this science was the experiment that Pepsi carried out in the 70s. The challenge consisted in making several samples of Coca-Cola and Pepsi available in malls and markets around the world.
More than half of the people who tried a small portion, without knowing what drinks they were, preferred Pepsi – and the world leader in soft drinks has been Coca-Cola since that time (including, until 2019, it was the leader for seven consecutive years) .
Therefore, the conclusion was that the consumer is not as rational as it was supposed to be. Another ending consideration is that Coca-Cola marketologists apparently have a lot to teach when it comes to neuromarketing, don’t they?
Cases where brands have taken advantage of neuromarketing
Nestlé’s condensed milk packaging, Leite Moça, has been in existence since the 1940s, but in 2004 it underwent a reformulation based on neuromarketing principles — which resulted in success among consumers and a victory in the Nestlé Packaging Center’s innovation award, in Switzerland.
The handwritten font used on the can arouse the attention of the product viewer and helps in brand recognition (as well as the font chosen for the Coca-Cola logo). In addition, the ‘sharp’ packaging format creates an identification with the female audience, in addition to being comfortable in the product’s manual grip.
The Ax deodorant, aimed at the male audience, is also known among neuromarketologists as an outstanding product. The product was launched in the 80’s in black color and without human figures, only abstract elements. It is understood that the male brain is less empathetic, therefore, it does not have as much attention held by faces as women do.
The fact of having fewer texts in the product was also strategically thought out. Men are less attached to language. Finally, the shape of the deodorant refers to an object of mechanics, like the gear of an automobile.
How to apply neuromarketing in a digital business?
Now let’s get down to what matters to you, digital entrepreneur.
- Use simple fonts for call to action (CTA)
Test yourself. Time by time it takes you to read text typed in cursive with the time it takes to read the same text in a simpler font like the famous Arial.
Simple fonts are faster and easier to read, which is best for using in a CTA. Avoid giving the lead a chance to think too much before clicking the button.
- Get to know the psychology of forms
Nestlé and Ax took great advantage of this in packaging, which you can also do with your own logo and infoproducts.
Circular elements, in addition to femininity, refer to stability and collaboration. Squares and rectangles are considered bold, but they also inspire confidence by unconsciously making customer’s think of safes. Triangles, lines, spirals… various shapes have their meanings.
- Spice up content with mental triggers
Content is also a widely used resource in neuromarketing, and mental triggers make all the difference.
Considering the concept that some choices are unconscious, you can encourage a purchase due to reciprocity, gain a bond with the consumer through the awakening of emotions, generate excitement for introducing something new, increase engagement, etc.
- Help your readers understand your message
Almost everyone avoids the unknown. That’s why, if your digital product has little published information, you’ll have difficulty with sales.
Do what you can to promote knowledge about your product or service — use metaphors (help with meaning and familiarity, which favors choice), create explanatory landing pages, simplify the purchase option (like a single-source CTA, as we mentioned) and share statistics about your business.
- Explore eye movement patterns
All have the same eye-tracking pattern, usually left to right and top to bottom in the West. So, in addition to this guiding the readability of texts, it is particularly useful when choosing images.
Let’s say you want to add a bodybuilding image to a blog post in this niche. In the image bank you will find two very similar photographs. However, in one, there is a gym on the left side and an athlete on the right side, and in the other, the opposite. Thus, the first image would probably be the least indicated because the persona, who seeks to identify with the athlete, takes a little longer to see him.