7 neuromarketing techniques to use in digital marketing

If the human brain remains a big unknown, thanks to neuroscience, we have been able to get closer and closer to how it works and why.

Not only has this been of great help in understanding human behavior in general terms, but it has also helped to understand how stimuli affect us in decision making in both buying and selling contexts.

Thanks to this, the discipline of neuromarketing was able to emerge, which is extremely useful for companies to be successful in attracting potential customers. Then we will look at different neuromarketing techniques for use in digital marketing, very useful and recommended in any business.

    7 neuromarketing techniques to use in digital marketing

    There are many neuromarketing techniques that can be used when designing business web environments. Below we will see 7 of them that are really useful, related to psychological phenomena such as loss aversion and pegging effect, which are fundamental to any business.

    1. 8 second technique

    When designing your digital marketing strategy, it is essential to keep this in mind. essentially 8 seconds are available to capture the attention of the potential customer. Whether in blog post format, video, or digital content on social media, it is the time frame that determines whether or not the connection with the audience is generated.

    The content that is published should be curious and colorful, which manages to make an impact from the start. For this you can use such basic but effective resources as pictures or short videos but with a sentimental charge, shocking phrases or headlines that arouse curiosity are essential in the world of digital marketing.

    When positioning these resources on the page, it is advisable to take into account the eye movement pattern of our potential customers. The first time a user encounters a web page, they don’t read it or conscientiously revise it from top to bottom It gives too much laziness!

    It is normal for him to do an eye scan, depending on his interests or what catches his eye the most. The area that usually receives the most attention is the one above. For this reason, in a blog, for example, the most relevant information should be at the top levels.

      2. 3-color technique

      Colors are essential if you want to grab the attention of potential buyers. Far from looking professional, the use of muted or black and white colors makes the page denote extreme formality and coldness. It uses the color spectrum extensively, although it just seems like an aesthetic issue, it is used to convey ideas, values ​​and above all emotions.

      While the preferred colors associated with the brand can be used, neuroscience has shown that there are 3 colors that are most successful in capturing the public’s attention: red, orange and blue. These three colors cannot be missed, as these are the colors that influence impulse buyers the most. It motivates them to buy.

      3. Contrast technique

      We humans love to see changes and comparisons in all kinds of aspects. This can be used in a very beneficial way in the field of digital marketing, especially considering that seeing or perceiving changes stays longer in our memory that he had not been observed by anything static.

      Because we understand it. Let’s say we sell any product. The current price of the product is 50 €, but on the same label it says that before it was worth 70 €, which should not be true.

      The fact that we have the same label that this product changed in price catches the customer’s attention, remembering this product and inviting them to buy it. You see in this a real offer that it is better not to waste.

      This phenomenon has a lot to do with the anchoring effect. If a high price is displayed and the low price is displayed, the potential customer will view the low price as a real bargain. Conversely, if we do the reverse, that is to say by showing first the cheap object, then the expensive one, we will have the impression that the expensive product or service is really very expensive.

      Another contrasting strategy is that of prices ending in 0.99 or 0.95. They attract more attention than those ending in a single 0, giving the impression that, since they do not reach the full euro, they are significantly cheaper.

        4. Loss aversion

        One of the most used marketing strategies is to offer free samples and tests.. This is fundamental in any business that takes pride in itself, as it alludes to a very important psychological phenomenon in any business: loss aversion.

        People, when we’ve tried something that we liked, it’s hard for us to understand that we won’t have it again. We need it and are paying whatever it takes to continue to have it. We would rather pay and keep than lose or have to resort to something new.

        By offering free trials, brands take advantage of this principle by forcing the user to stick with it first and then pay. In fact, this is the main strategy used in mobile apps that have the Premium version. Offering a free month trial attracts potential buyers.

        5. Ease of use

        The easier it is for the user to navigate the website, the more likely they are to stay on the page and soak up what we have to offer. this increases the chances of ending up in the “buy online” tab.

        When designing the page, the principle of ease of use should be prioritized, not only when positioning the elements of the page, but also to make the experience enjoyable.

        This is where the problem of disruptive advertising comes in. Pop-up ads, that is, annoying ads that appear on the user’s screen by surprise, causing them to close, are a repellant to customers. When they come to our page, they do so because they want to see what we offer them, not boring ads..

        In fact, the proof is that in recent years, “adblockers” have become very popular, that is, applications for blocking advertisements. This is why the best way to sell more is to remove your ads or place them in places that are not intrusive to the user.

        6. Technique in 3 words

        Reading in digital media can be tiring. Using screens, both on a computer and a cell phone, means seeing something that emits light, something our eyes don’t appreciate. If we add to this the fact of having to face a text made by a sea of ​​letters does not invite reading. The brain tries to avoid having to read a lot, so it looks for emotional connectors like pictures or videos.

        However, and although pictures are required, the audience’s attention can be captured using the words, provided they are the right ones.

        Just use 3 words. Yes, only 3. If used as a slogan or as a short description, they can have an immediate effect on our “buyer persona”

        Let’s look at some examples of really striking word triples that are both sentence-building and independent:

        • You will be in control.
        • Effective, rewarding and deserved.
        • Specialist, protection, expert.
        • Test.
        • Don’t miss it.
        • This is the basis.
        • Colossal, immense, wonderful

        7. Put witnesses

        It is obvious that a company tells us that its products are the best. When we go to a website it will be normal to find descriptions of why to buy an X product or why my company is the most suitable for getting a service.

        The average citizen is suspicious. If it is true that it is influenced by emotional and instinctive decisions, one of the rational decisions that are usually made is to criticize who is offering a service or product. As people, we need to find out if what they say about such a product or company is true and what better source of information than the people who have tried it?

        Putting real testimonials on the site, along with a photo that puts your name, age, occupation, and even your home, has a significant impact on the attention and confidence of the potential buyer. On the one hand, he sees cases of people like him who bought the product or service and were satisfied and, on the other hand, the website acquires an air of informality, warmth and closeness, connecting with customers.

        Bibliographical references:

        • Educastur, (2009). “The senses in the cerebral cortex.” Available at: http://blog.educastur.es/ dcmo / 2008/10/09 / els-sentits-a-la-escorça-cerebral /. Accessed: July 2009.
        • Kandel, E .; Schwartz, J .; and Jessel, T. (2000). Neuroscience and behavior. Madrid: Prentice Room.
        • Lindstrom, M. (2008). Buyology: like everything we believe why we buy is wrong. United States: Random House.
        • Wilson, M., Gaines, J. and Hill, P. (2008). Neuromarketing and consumer free will. The Journal of Consumer Affairs. Madison: 42 (3): 389-410.

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