Neuroscience and marketing: a winning combination?

Can science be applied to marketing? The answer is simple: neuromarketing!
This word originated in 2002 to represent the neuroscientific practices used to understand the consumer and create effective marketing strategies.

Today, it is a real discipline that studies the human brain to predict and influence a consumer’s behavior, as well as the whole process involved in making a decision during a purchase.

A good marketer has everything under control, but one of the metrics that cannot be measured is emotion. Neuroscience can help make more specific and targeted choices and create more effective plans.

That is, to understand consumers’ reactions to certain content or strategies: from packaging to design (why is packaging so important?), from colors to the layout of an email or any communication to the public.

It may seem like an abstract discipline, but we come into contact with neuromarketing every day. So find out what techniques can help your business.

The price game

Have you ever wondered why you are more likely to buy a product at €9.99 and not one at €10.00? It’s simple, even though they have the same price, our brain automatically recognises the 9 as lower, thus considering the offer more advantageous.
This is what is known as the coquette price.

Social proof always works

Man is a social animal and if someone has made a decision before us, our subconscious suggests that then that is a good idea.
A written testimonial or review therefore adds real, concrete value to your product or service.
One of the simplest solutions is the star rating, a glance is enough to tell if your service fits the consumer’s needs.

Tell the consumer where to look

One of the best known neuromarketing techniques is to suggest to the user where to look and make sure that their attention is caught by exactly what you prefer.
So create attention points, with call to action, graphics or simply by following some logic related to the human eye and the normal fruition of content. In fact, in many tests carried out using the technique of Eye Tracking with heat maps, it can be seen that the subject’s gaze, turned towards the product, leads the user to look in a certain direction.

Less is more

Too many choice options lead nowhere as our minds are programmed to look for shortcuts.
Too much information leads to confusion, so choose the right compromise: provide all information about your products and services, but play with concise labels and descriptions.

Play on scarcity

One of the most exploited neuromarketing techniques in persuasive communication is to create scarcity and urgency. Only a few days left, hurry up! Only two rooms left, book now! The promo ends tonight, don’t miss it! Last bounties!
Using these phrases can lead to great results!!

The field of neuroscience is an endless source of knowledge. Do you have to use all the neuromarketing techniques discovered so far? Of course not.
The important thing is to analyze your goals, understand your consumers’ needs and implement those techniques that suit your online business.