7 neuromarketing techniques to use in digital marketing

Although the human brain remains a great unknown, thanks to neurosciences 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 in decision-making in purchasing and purchasing contexts. sale.

Thanks to this, the discipline of neuromarketing has emerged, which is extremely useful to ensure that companies succeed in attracting potential customers. Next we will see different neuromarketing techniques to use in digital marketing, very useful and recommended in any business.

• Related article: "7 keys of Psychology applied to Marketing and Advertising"

7 neuromarketing techniques to use in digital marketing

There are many neuromarketing techniques that can be used when designing the web environments of companies. Next we are going to see 7 of them that are really useful, related to psychological phenomena such as aversion to loss and the anchoring effect, fundamental for any business.

1. 8 second technique

When designing the digital marketing strategy it is essential to take into account that They basically 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, it is that period of time that determines whether or not the connection with the audience is generated.

The content that is published must be curious and colorful, that manages to impact from the beginning. For this, basic but effective resources such as images or short videos but with load can be used Sentimental, powerful phrases or headlines that arouse curiosity are fundamental in the world of marketing digital.

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 comes across a web page, they do not read it or review it thoroughly from top to bottom That is too lazy!

The normal thing is to do an eye scan, scanning it based on your interests or whatever 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 in the upper levels.

• You may be interested: "The 9 steps of a content marketing strategy"

2. 3-color technique

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 make the page show extreme formality and coldness. Use the color spectrum broadly, even if it seems simply an aesthetic matter, serves to convey ideas, values ​​and, above all, emotions.

Although you can use the colors that are preferred and that are associated with the brand, neuroscience has It has been shown that there are 3 colors that most capture the attention of the audience: 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

We human beings love to see changes and comparisons in all kinds of aspects. The same can be used very beneficially in the field of digital marketing, especially if we take into account that seeing or perceiving changes remains stored in our memory for longer not having observed something static.

So that we understand. Let's imagine that we sell any product. The current price of the product is € 50, however, on the same label we put that it was previously worth € 70, which does not have to be true.

The fact that on the same label we have put that product has changed in price captures the customer's attention, remembering that product and, furthermore, inviting them to buy it. See in it a real offer that is better not to miss.

This phenomenon is closely related to the anchoring effect. If a high price is displayed and then a low price is displayed, the potential customer will consider the low price 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 really very expensive.

Another contrast strategy is prices ending at .99 or .95. They attract more attention than those ending in a simple 0, giving the impression that, as they do not reach the whole euro, they are significantly cheaper.

• You may be interested: "Anchoring effect: the characteristics of this cognitive bias"

4. Loss aversion

One of the most used strategies in marketing is offering free samples and trials. This is essential in any business worth its salt, since it refers to a very important psychological phenomenon in any business: loss aversion.

People, when we have tried something that we liked, then it is very difficult for us to get used to the idea that we are not going to have it anymore. We need it and we pay what 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 having the user hooked first and then only have to pay. In fact, it is the main strategy used in mobile applications that have a Premium version. By offering a free trial month they attract 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 offer. This increases the chances that it ends up in the "online shopping" tab.

When designing the page, the principle of simplicity of use should be prioritized, not only to when positioning the elements of it, but also, making the experience nice.

This is where the problem of disruptive advertising comes in. "Pop up" ads, that is, annoying ads that appear by surprise on the user's screen, forcing them to close them, are a repellent for customers. When they go to our page they do it because they want to see what we offer them, not see annoying ads.

In fact, the demonstration of this is that in recent years "adblockers" have become very popular, this is applications to block ads. It is for this reason that the best way to sell more is to remove the ads, or put them in places that are not intrusive to the user.

6. 3 word technique

Reading on digital media can be tiring. The use of screens, both on a computer and on a mobile phone, implies that we are seeing something that emits light, which our eyes do not appreciate. If we add to this having to face a text made by a flood of letters, it does not invite reading. The brain tries to avoid having to read a lot, so it looks for emotional connectors like images or videos.

However, and although the images are necessary, you can capture the audience's attention using the words, as long as they are the right ones.

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

Let's look at some examples of really eye-catching word triplets, both forming sentences and independent:

• You will be in control.
• Effective, rewarding and deserved.
• Specialist, protection, expert.
• Test.
• Don't lose it.
• Is the base.
• Colossal, immense, wonderful

7. Put testimonials

For a company to tell us that their products are the best is a no-brainer. When we go to a web page, it will be normal to 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 he is influenced by emotional and instinctive decisions, one of the rational decisions that is usually made is to be critical of who offers a service or a product. As people we need to investigate if what they say about such a product or such a company is true and what better source of information than people who have tried it?

Put real testimonials on the website, accompanied by a photo in which you put your name, age, profession and even residence, have a significant impact on the care and confidence of the possible 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 hand, the website acquires an air of informality, warmth and closeness, connecting with the clients.

Bibliographic references:

• Educastur, (2009). "The senses in the cerebral cortex". Available in: http://blog.educastur.es/ dcmo / 2008/10/09 / the-senses-in-the-cerebral-cortex /. Consulted: 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.