7 Neuromarketing Techniques To Use In Digital Marketing
Although the human brain remains largely 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 to understand human behavior in general terms, but it has also allowed us to understand how stimuli affect us when making decisions in buying and selling contexts.
Thanks to this, the discipline of neuromarketing has emerged, which is extremely useful in ensuring that companies are successful in attracting potential clients. Next We will see different neuromarketing techniques to use in digital marketing, very useful and recommended in every business.
7 neuromarketing techniques to use in digital marketing
There are many neuromarketing techniques that can be used when designing companies’ web environments. Below we are going to see 7 of them that are really useful, linked to psychological phenomena such as loss aversion and the anchoring effect, fundamental for every business.
1. 8 second technique
When designing the digital marketing strategy it is essential to keep in mind that Basically you have 8 seconds to capture the attention of the potential client Whether in the format of a blog post, a video or digital content on social networks, this is the period of time that determines whether or not the connection with the audience is generated.
The content that is published must be curious and attractive, capable of impacting from the beginning. To do this, you can use resources as basic but effective as images or short videos but with sentimental load, striking 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 clients. The first time a user encounters a web page, they do not read it or review it thoroughly from top to bottom That’s too lazy!
The normal thing is to do a sweep of your eyes, scanning it based on your interests or what catches your attention 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.
Colors are essential if you want to capture the attention of potential buyers. Far from looking professional, the use of muted colors or black and white makes the page denote extreme formality and coldness. Using the color spectrum widely, even if it seems simply an aesthetic issue, It serves to transmit ideas, values and, above all, emotions
Although you can use the colors you prefer and that are associated with the brand, neuroscience has shown that there are 3 colors that most capture the audience’s attention: red, orange and blue. These three colors cannot be missing, since they are the colors that most influence impulsive buyers. It motivates them to buy.
3. Contrast technique
Human beings love to see changes and comparisons in all kinds of aspects. This same thing can be used in a very beneficial way in the field of digital marketing, especially if we take into account that seeing or perceiving changes remains stored in our memory for longer rather than having observed something static.
So that we understand it. Let’s imagine that we sell any product. The current price of the product is €50, however, on the same label we say that it was previously worth €70, which does not have to be true.
The fact that on the same label we have stated that this product has changed price captures the customer’s attention, reminding them of that product and, furthermore, inviting them to buy it. He sees in it a real offer that it is better not to waste.
This phenomenon is closely related to the anchoring effect If you show a high price and then show a low price, the potential customer will consider the low price as a real bargain. On the other hand, if it is done the other way around, that is, showing the cheap object first and then the expensive one, the perception will be generated that the expensive product or service is actually very expensive.
Another contrast strategy is prices ending in .99 or .95. They attract more attention than those ending in a simple 0, giving the impression that, as they do not reach the full euro, they are significantly cheaper.
4. Loss aversion
One of the most used strategies in marketing is offering free samples and trials This is essential in any self-respecting business, since it alludes to a very important psychological phenomenon in every business: loss aversion.
People, when we have tried something that we liked, then it is very difficult for us to come to terms with the idea that we are not going to have it again. We need it and we pay whatever it takes to continue having it. We would rather pay and keep it than lose it or have to resort to something new
By offering free trials, brands take advantage of this principle by getting the user hooked first and then only having to pay. In fact, it is the main strategy used in mobile applications that have a Premium version. By offering a free month trial they attract potential buyers.
5. Simplicity 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 that it ends up in the “online purchase” tab
When designing the page, the principle of simplicity of use must be prioritized, not only when positioning its elements, but also making the experience pleasant.
This is where the problem of disruptive advertising comes in. “Pop up” ads, that is, annoying ads that appear unexpectedly on the user’s screen, forcing them to close them, repel customers. When they go to our page they do so because they want to see what we offer, not see annoying ads
In fact, the demonstration of this is that in recent years “adblockers” have become very popular, that is, applications to block ads. It is for this reason that the best way to sell more is to eliminate ads, or put them in places that are not intrusive for the user.
Reading digital media can be tiring. The use of screens, both on a computer and on a mobile phone, implies seeing something that emits light, for which our eyes do not thank us. If we add to this having to face a great text made by a flood of letters, it does not invite reading. The brain tries to avoid having to read too much, so it looks for emotional connectors like images or videos.
However, although images are necessary, You can capture the audience’s attention using words, as long as they are the right ones
Just use 3 words. Yes, only 3. If used as a slogan or short description, they can have an immediate effect on our “buyer persona.”
Let’s look at some examples of really striking triplets of words, both forming phrases and independent:
7. Post testimonials
For a company to tell us that its products are the best is obvious. When we go to a website, the normal thing will be to find descriptions of why to buy X product or why Y company is the most appropriate to obtain a service.
The average citizen is distrustful. Although it is true that he allows himself to be influenced by emotional and instinctive decisions, One of the rational decisions that is usually made is to be critical of whoever offers a service or product As people we need to investigate if what they say about a certain product or company is true, and what better source of information than people who have tried it?
Placing real testimonials on the website, accompanied by a photo that includes your name, age, profession, and even residence, significantly impacts the attention and trust of the potential buyer. On the one hand, he sees cases of people like himself who have purchased the product or service and have been satisfied and, on the other, the website acquires an air of informality, warmth and closeness, connecting with customers.
