Objectives of neuromarketing
Posted: Wed Feb 12, 2025 8:44 am
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The objective of neuromarketing in general is to understand how the human brain works when making decisions at the time of purchasing or choosing a service/product.
Buying is not always about using the shopping cart in an e-commerce site. When I talk about "buying" I also mean how you "sell yourself" as a professional and how you manage to differentiate yourself, how to build a "brand" by connecting on and off the internet to, ultimately, be the chosen one.
And since today our environment encompasses both worlds, the real and the digital, we must also consider carrying out a social selling strategy accompanied by neuromarketing techniques.
If we go into detail, we could say that the objectives of neuromarketing in general are:
Find out how the nervous system translates the enormous amount of stimuli to which an individual is exposed into the language of the brain.
Identify the emotional impact generated by a product, service, brand, channel, etc.
Understand how consumer behavior works in making purchasing decisions.
Predicting consumer behavior after studying their behavior using technology (Encephalography (EEG), functional Magnetic Resonance Imaging (fMRI), etc.), which allows selecting the most appropriate media format and developing powerful messages so that people remember them better.
Develop all aspects of marketing: communication, product | service, prices, branding , positioning, targeting, strategic planning, channels, etc., with the messages that best fit what the consumer needs.
Increasingly understanding and meeting customer needs and expectations.
Understanding the human brain: the first stage of neuromarketing
Years ago I read Buyology , written by branding and neuromarketing saudi arabia phone number list specialist Martin Lindstrom , in which he explained that the concept of emotion "is an enigma, but emotion is the essence of what a brand is. Advertising has misunderstood emotions by not being able to measure them."
Verbalizing emotions is not possible, we always rationalize and this is the biggest bias there can be.
For this reason, neuromarketing uses techniques that analyze the human brain such as Electron Encephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), Tomography (PET), Magnetoencephalography (MEG ), or Eye Tracking , among others.
The responses obtained are measured in terms of brand preference, product perception, purchase intention and more.
However, I am not going to go into these techniques in depth in this article as they are not accessible to most people.
I am going to talk about neuromarketing from a more practical point of view, let's say "within everyone's reach", and I will start by explaining the structure of the human brain.
Design your ideal Social Media workflow
Download this ebook! →
ADS illustration
The objective of neuromarketing in general is to understand how the human brain works when making decisions at the time of purchasing or choosing a service/product.
Buying is not always about using the shopping cart in an e-commerce site. When I talk about "buying" I also mean how you "sell yourself" as a professional and how you manage to differentiate yourself, how to build a "brand" by connecting on and off the internet to, ultimately, be the chosen one.
And since today our environment encompasses both worlds, the real and the digital, we must also consider carrying out a social selling strategy accompanied by neuromarketing techniques.
If we go into detail, we could say that the objectives of neuromarketing in general are:
Find out how the nervous system translates the enormous amount of stimuli to which an individual is exposed into the language of the brain.
Identify the emotional impact generated by a product, service, brand, channel, etc.
Understand how consumer behavior works in making purchasing decisions.
Predicting consumer behavior after studying their behavior using technology (Encephalography (EEG), functional Magnetic Resonance Imaging (fMRI), etc.), which allows selecting the most appropriate media format and developing powerful messages so that people remember them better.
Develop all aspects of marketing: communication, product | service, prices, branding , positioning, targeting, strategic planning, channels, etc., with the messages that best fit what the consumer needs.
Increasingly understanding and meeting customer needs and expectations.
Understanding the human brain: the first stage of neuromarketing
Years ago I read Buyology , written by branding and neuromarketing saudi arabia phone number list specialist Martin Lindstrom , in which he explained that the concept of emotion "is an enigma, but emotion is the essence of what a brand is. Advertising has misunderstood emotions by not being able to measure them."
Verbalizing emotions is not possible, we always rationalize and this is the biggest bias there can be.
For this reason, neuromarketing uses techniques that analyze the human brain such as Electron Encephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), Tomography (PET), Magnetoencephalography (MEG ), or Eye Tracking , among others.
The responses obtained are measured in terms of brand preference, product perception, purchase intention and more.
However, I am not going to go into these techniques in depth in this article as they are not accessible to most people.
I am going to talk about neuromarketing from a more practical point of view, let's say "within everyone's reach", and I will start by explaining the structure of the human brain.