7 neuromarketing techniques to be used in digital marketing
A summary of several neuromarketing techniques useful in the Internet world.
Although the human brain is still a great 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 allowed us to understand how stimuli affect us when making decisions in buying and selling contexts.
As a result, the discipline of neuromarketing has emerged, which is extremely useful for companies to succeed in attracting potential customers. We will now take a look at different neuromarketing techniques. we will see different techniques of neuromarketing 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 really useful, linked to psychological phenomena such as loss aversion and the anchoring effect, fundamental for any business.
1. 8-second technique
When designing a digital marketing strategy, it is essential to take into account the fact that you basically have 8 seconds to capture the attention of the potential customer.. Whether in the form 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 to be published must be curious and eye-catching, which manages to impact from the beginning. For this purpose, basic but effective resources can be used, such as images or short videos with a sentimental charge, striking phrases or headlines that arouse curiosity are fundamental 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 comes across a web page, he does not read it or check it thoroughly from top to bottom. That is too lazy!
The normal thing is to make an eye sweep, scanning it based on their interests or what catches their attention. The area that usually gets the most attention is the top. For this reason, in a blog, for example, the most relevant information should be in the upper levels.
2. 3 colors technique
Colors are fundamental if you want to capture the attention of potential buyers. Far from looking professional, the use of dull colors or black and white make the page look extremely formal and cold. The wide use of the chromatic spectrum, even if it seems to be simply an aesthetic issue, serves to convey 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 3 colors are the ones 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. The same can be used in a very beneficial way in the digital marketing field, especially if we take into account that seeing or perceiving changes remains longer stored in our memory than not having than having observed something static.
So that we understand. Let's imagine that we sell a product. The current price of the product is 50€, however, on the same label we say that it used to be 70€, which is not necessarily true.
The fact that we have put on the same label that the price of the product has changed captures the customer's attention, reminding him of the product and, moreover, inviting him to buy it. They see this as a real offer that is not to be missed.
This phenomenon is closely related to the anchoring effect.. If you show a high price and then show the 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, i.e., showing first the cheap object and then the expensive one, the perception will be generated that the expensive product or service is really very expensive.
Another contrasting strategy is prices ending in .99 or .95. They attract more attention than those ending in a simple 0, giving the feeling that, as they do not reach the whole euro, they are significantly cheaper.
4. Loss aversion
One of the most commonly used marketing strategies is to offer free samples and trials.. This is fundamental in any self-respecting business, since it alludes to a very important psychological phenomenon in any business: loss aversion.
When we have tried something we like, it is very difficult for us to get used to the idea that we will not have it again. We need it and we pay whatever it takes to keep it. We'd 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 just paying. In fact, this is the main strategy used in mobile apps that have a premium version. By offering a one-month free trial, they capture 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 is on offer. This increases the chances that they will end up on the "buy online" tab..
When designing the page, the principle of simplicity of use should be prioritized, not only when it comes to positioning the elements of the page, but also by making the experience pleasant.
This is where the problem of disruptive advertising comes in. Pop-up ads, i.e. annoying ads that appear by surprise on the user's screen, forcing them to close them, are a customer repellent. When they go to our site, they do so because they want to see what we offer, not annoying ads..
In fact, the proof of this is that in recent years adblockers, i.e. applications to block ads, have become very popular. 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.
6. 3 words technique
Reading in digital media can be tiring. The use of screens, both computer and mobile, involves seeing something that emits light, which our eyes do not thank us. If we add to this the fact of having to face a text made by a tide of letters, it is not an invitation to read. The brain tries to avoid having to read a lot, so it looks for emotional connectors such as images or videos.
However, although images are necessary, you can capture the audience's attention by using words, as long as they are the right ones..
It is enough to use only 3 words. Yes, only 3. If they are used as a slogan or short description, they can generate an immediate effect on our buyer persona.
Let's look at some examples of really eye-catching triplets of words, both forming phrases and independently:
- You will be in control.
- Effective, rewarding and deserved.
- Specialist, protection, expert.
- Put to the test.
- Don't lose it.
- It is the base.
- Colossal, immense, marvelous.
7. Put testimonials
For a company to tell us that its products are the best is a no-brainer. When we go to a website we will usually find descriptions of why to buy X product or why Y company is the most suitable to obtain a service.
The average citizen is distrustful. Although it is true that they are influenced by emotional and instinctive decisions, one of the rational decisions they often make is to be critical of whoever offers a service or product.. As people we need to investigate if it is true what they say about a product or a company and what better source of information than people who have tried it?
Putting real testimonials on the web page, accompanied by a photo with their name, age, profession and even residence, have a significant impact on 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.
- Educastur, (2009). "The senses in the cerebral cortex". Available at: http://blog.educastur.es/ dcmo/2008/10/09/los-sentidos-en-la-corteza-cerebral/. Accessed: July 2009.
- Kandel, E.; Schwartz, J.; and Jessel, T. (2000). Neuroscience and behavior. Madrid: Prentice Hall.
- Lindstrom, M. (2008). Buyology: How Everything Why Believe About 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.
(Updated at Mar 28 / 2023)