Versión en español, pulse aquí
All that we are dedicated to marketing, we never tire of saying that the brand communication with the client must be sincere. Our company must not promise what you can not deliver. Nor must promise to do something you can not feel. The reason we've been over sometime. When this experience is disappointed deception. Someone cheated never be a loyal customer. And not only that, but also drag with your negative recommendation to others.
However, we are tired of seeing some ads, called "teleshopping", give exaggerated information on the effects of their products and remain on the air for a long time. And they do it because they are still making sales. What keeps them in the limelight. Many users are still buying, even though they know they will not get the same result as seen in the spot. It is just the opposite of the sincerity of the marks. Why it works?.
The Journal of Marketing Research has the answer. The effect "attractiveness" of the property, called the attention of several researchers decided to study why they sold, even when he knew they were exaggerating.
For the study employed a group of twenty volunteers and fMRI (functional magnetic resonance imaging). This system measured, in real time, the amount of blood that irrigates each brain area. If a particular area receives more blood in an instant, because you need more "food", as it is running. Thus, through this system, we can know, in real time, which areas of the brain are working at every moment.
Taught various ads (including the home shopping) and prepared to draw conclusions after fMRI readings.
They concluded that our brain reacts to that kind of publicity as when we detect a danger around us. That is, the more "misleading" is advertising, analyze it in more detail. Our brain knows you are trying to "cheat" and increase their level of analysis. So these ads attract attention. So continually issued and sold.
We could say that deception is a powerful attention getter, but a great enemy of loyalty. Customers attracted to these ads buy, but do not repeat your purchase. Could we use this strategy without compromising the sincerity of marks?. The answer is yes, using the ambiguity.
Before an ambiguous ad, which does not provide all the information our brain reacts exactly the same. As the information is incomplete, our brain functions to analyze and find out if we are trying to deceive or if, on the contrary, it is a good thing.
Do not give all the information, let the potential client to find out what it is is a powerful attention getter and is not detrimental to the loyalty. Instead, it creates expectations. And we know that when we create an expectation and overcome, the loyalty is one step, if not directly that is achieved.
Wednesday, September 26
Wednesday, September 12
Why brands need to be emotional?
Versión en español, pulse aquí
Lately, people would often ask the same question: Really brands and companies have to be emotional?. Could it be simply that the emotional is fashionable?. I will try to answer the two questions in this post.
It is true that lately it seems that everything has to excite the customer. If it does not sell thrills, even claim. It is one of the strongest trends of marketing. But it is much more than a fad. It has a scientific basis.
Until recently, we thought that the man was a rational being. We believed that the reason, that sets us apart from other species, was the one who controlled all voluntary acts of our lives. However, something seemed to fit that thesis. We all happened before we've found two products, one above another in performance, but something has to tip the balance toward that rationally, was lower. Something that we can not explain, however has made that "we have been wearing." Remember the first iPhone smash?. iPhone was GPRS. Its direct competition was 3G. However it was sales leader. Or how many times to get home have said: Why I bought this?. Something that, rationally, not needed, but that mysteriously clings to our hand. Later we thousand reasons to justify that purchase to ourselves. But the reality is that we needed.
These examples and many others (not only in the world of marketing), suggested that the famous theory of being absolutely certain it was not as rational as we thought. Indeed, the ability to reason makes us different. It's an evolutionary advantage to our species that is found in the "newest" of our brain. So, which appeared later in the timeline of evolution. That leads us to one conclusion: we have been using the other parts of the brain for much longer. The reason, the rational influences in our lives, yes. But the non-rational, impulsive, instinctive, emotional, too. And much more strongly the latter. Why harder?, Because we, as a species, much longer using a brain without rational part with it. Do not know how to use our brain so that "the boss" is the reason. We have not learned yet.
Man is not rational, it's just a being that is capable of reasoning, but man moves irrational stimuli. We could say that the "emotional brain" is much stronger than "rational brain". This does not mean that the latter does not influence anything in our lives. If so, it would be meaningless existence. But you will agree with me that it is much stronger emotional. What happens when the team loses a big fan?. If the rational dominate, surely it would save a great hard time, but not, we can emotion. What heartbreak?, Rationally there are many people we fall in love, there's no reason malratos. However, the emotional can. Had bad because that person has left us of that, emotionally, we were in love and we do not attend to reason.
Marketing aims to bring companies to their markets. He tells companies what their customers need and then give it as a product, at the same time disclosing these to your potential market. That is, marketing is responsible for the customer-company relationship will be fruitful for both. If customers and businesses are people and people are more emotional than rational, does not it make more sense that the marks are just so emotional?.
That's why that emotion is not fashionable, it is the language of man. The Neuromarketing handles precisely applying marketing knowledge that brings neuroscience. The neurosciences are those that have shown that man is emotional. Neuromarketing is responsible that brands start talking over emotions and less of reasons.
Lately, people would often ask the same question: Really brands and companies have to be emotional?. Could it be simply that the emotional is fashionable?. I will try to answer the two questions in this post.
It is true that lately it seems that everything has to excite the customer. If it does not sell thrills, even claim. It is one of the strongest trends of marketing. But it is much more than a fad. It has a scientific basis.
Until recently, we thought that the man was a rational being. We believed that the reason, that sets us apart from other species, was the one who controlled all voluntary acts of our lives. However, something seemed to fit that thesis. We all happened before we've found two products, one above another in performance, but something has to tip the balance toward that rationally, was lower. Something that we can not explain, however has made that "we have been wearing." Remember the first iPhone smash?. iPhone was GPRS. Its direct competition was 3G. However it was sales leader. Or how many times to get home have said: Why I bought this?. Something that, rationally, not needed, but that mysteriously clings to our hand. Later we thousand reasons to justify that purchase to ourselves. But the reality is that we needed.
These examples and many others (not only in the world of marketing), suggested that the famous theory of being absolutely certain it was not as rational as we thought. Indeed, the ability to reason makes us different. It's an evolutionary advantage to our species that is found in the "newest" of our brain. So, which appeared later in the timeline of evolution. That leads us to one conclusion: we have been using the other parts of the brain for much longer. The reason, the rational influences in our lives, yes. But the non-rational, impulsive, instinctive, emotional, too. And much more strongly the latter. Why harder?, Because we, as a species, much longer using a brain without rational part with it. Do not know how to use our brain so that "the boss" is the reason. We have not learned yet.
Man is not rational, it's just a being that is capable of reasoning, but man moves irrational stimuli. We could say that the "emotional brain" is much stronger than "rational brain". This does not mean that the latter does not influence anything in our lives. If so, it would be meaningless existence. But you will agree with me that it is much stronger emotional. What happens when the team loses a big fan?. If the rational dominate, surely it would save a great hard time, but not, we can emotion. What heartbreak?, Rationally there are many people we fall in love, there's no reason malratos. However, the emotional can. Had bad because that person has left us of that, emotionally, we were in love and we do not attend to reason.
Marketing aims to bring companies to their markets. He tells companies what their customers need and then give it as a product, at the same time disclosing these to your potential market. That is, marketing is responsible for the customer-company relationship will be fruitful for both. If customers and businesses are people and people are more emotional than rational, does not it make more sense that the marks are just so emotional?.
That's why that emotion is not fashionable, it is the language of man. The Neuromarketing handles precisely applying marketing knowledge that brings neuroscience. The neurosciences are those that have shown that man is emotional. Neuromarketing is responsible that brands start talking over emotions and less of reasons.
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