Communicate effectively thanks to Neuromarketing

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Both the tools and the methodology used neuromarketing has many applications. Study the effectiveness of commercials, the websites, or merchandising, are some of the already discussed in this blog. You can also apply, perfectamete, the shopping experience or even the communication skills of people.
　Oratory and the ability to present ideas in public is something that worries the man in a while. Greeks and Romans studied and taught this art. After them, many media experts have studied how to effectively communicate messages with the word and nonverbal language.
　Neuromarketing also has tools to help in these competitions. The same techniques we use to analyze and test the effect produced by a particular image viewer, we can apply them to the audience of a speaker, even the speaker himself.

Thus, we know if this is producing the desired effect, ie, its message is not only being heard but that is thrilling the listener, so much that makes living in your mind is telling the story.

Applying these techniques on the speaker and see the effects they produce in the present, we can train more effectively the first to get exciting the second.

There are numerous methods to train this ability and numerous authors over the years, have been studied. Today, neuromarketing that provides tools for more effective training.

Thanks to these techniques, we can check if a message is bringing joy, sadness, rejection, is reminding or build a mental picture of what is being told. We can also consider whether he, with his non-verbal is expressing what they say their words.

Thus, by comparing the measurements of these tools on the speaker and the audience, we can work on those skills that are not being as effective as we should.

The oral presentation, today, remains an essential tool for communicating marketing. They do daily business, marketing managers, sales managers and anyone in front of an audience, more or less numerous, have to praise the advantages of the solution presented. The neuromarketing offers coaches and trainers in this field tools that will make their work more effective.

Shopping experience: key to selling and loyalty

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Merchandising is the part of marketing that will optimize the placement of the articles in the shopping areas to facilitate and encourage the act of purchase.

The cash and carry type surfaces, the placement of items is critical to business success. Neuromarketing aims to measure the reaction of buyers in various commercial distributions to deduce, so what is the best.

In this case EEG is often used in combination with eye-tracking. The second tracks the eye movement, while the first measure which areas are activated in the brain of the potential buyer.

So with the union of these two techniques, we know what happens at the buyer's mind when looking at a particular location.

Of course, everyone is different. Make a study of this type with a single individual implies that the findings may not apply to an entire market. So choose a representative sample of the target remains key in such studies.

It is also important, get the person who participated in the test to behave naturally. That is, their behavior does not influence the knowledge that is participating in a test. This is one of the biggest challenges currently for neuromarketing. Changes are needed to improve both the systems used as in the protocols.

However, despite the difficulties discussed above, we are now able to offer studies whose findings are closer to reality than those obtained without the use of neuromarketing, thanks to a combination of techniques that I mentioned above.

But only not the location of items affect sales. Also the environment. Currently there is a trend of neuromarketing study with the combination of product placement, lighting and music retail space at the point of sale.

The current marketing attempts to reach the customer through every way possible. Thanks to these studies, conclusions are obtained as follows:

- Lighting plays a key role. So the same product, in the same location, has become more attractive if the light incident on the area where it is located. Not directly about the product. Playing with lighting can get that cold areas cease to be and become hot.

- Music influences act of purchasing. So there are musical styles that help sell products. Maintaining placement and lighting and changing the music, we see how we tend to buy certain products as we are hearing.

Placement is important, yes, but not the only thing that must be taken into account to ensure that the client live shopping experience. To this we must combine music, lighting and corporate values. Also flavors.

In next post will deal with more depth how to combine these elements, including other flavorings, to get buyers to live a unique shopping experience.

Is it possible to differentiate exactly selling the same products than the competition?. Of course it can. If we can get our customers a unique experience with the purchase, they will come to us attracted to it. The shopping experience is even more important than the product itself. The same product can be sold elsewhere, but what the buyer lives in our facilities is unique and characteristic of ours, for better or for worse.

Designing a proper shopping experience to our target and succeed still selling as well as others, are two roads that run parallel.

Web designing in the XXI century

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In the XXI century is absolutely imprencisdible have an Internet presence. All companies are aware of this need. Not all, unfortunately, use the Internet as a good sales tool and direct communication with the customer. Almost all companies have web, but not all are a good tool. Like many companies have a presence on social networks, but not all know how to manage them properly.

Focus on the web, for after twenty years of its creation would be expected that the design had reached a reasonable maturity, but nothing is further from the truth. The web has evolved since its creation in 1989 so that any web today has nothing to do with the primitive. This has made us care more for implementing technological advances in designing websites for optimal sites.

Any web design company has creative, programmers, some marketing specialists .... But very few have studied the web as a communication tool to design pages according to how our eye sees and our brain interprets them.

When we talk about "web design", we talk about graphic design applied to the web, to implement the corporate identity in this environment, but we worry that this design takes account of how we see the same page?. The web follow the criteria of brand manual is essential, yes, but have you ever wondered why some pages get bored with a great design and make the user is not interested in the content?. The answer, in many cases, it has not been taken into account how to distribute information and to write the text to make it interesting to the user.

Neuromarketing, thanks to eye-tracking, will help you make sites whose objective generate interest in the user to stay on the web and do not click the close button feared.

The eye-tracking studies the movement of the eye when we surf, providing the necessary information on how the user reads the Web. The key to a good eye-tracking study, allowing us to design a site "friendly" to our potential customer, is that the sample of users over which has made the study is representative and that the site or sites patterns adapt to ours as possible. It's not like the behavior (or expectations) that a user on a website of a newspaper than a shop, although it bears some resemblance.

Given the large amount of websites with similar content offerings really good designs, designing a site thinking not only in the corporate image in the content and functionality but also in how to distribute the content items and design so that the user is comfortable reading, make the difference between one of a number or a place of success. If your website needs sponsorship to survive, neuromarketing will help visitied number and to determine how to distribute advertising for our sponsors have the best return in the least affect the "usability" of the site.