Fashion, cosmetics and politics embrace the neuromarketing


Because of the economic crisis, widespread loss of purchasing power in the Spanish population has meant a blow to sales of companies in most sectors. A fact that has resulted in a tremendously competitive market in which, depending on the sector, between 70% and 80% of new products fail during their first year of life . With the goal of maximizing the impact commodities and get your advertising messages partners remember and be attractive, the Neuromarketing, Science and Business Association presents the lecture series ‘Neuromarketing Theory and Practice’.

This innovative discipline, even at an early stage in Spain, is a step beyond the traditional concept has been marketing themselves by incorporating techniques of neuroscience. “Its implementation is relatively recent because, when economic results were good and sales were going well, it was not necessary to resort to them , ” explains Paco Arribas, CEO of lift x preço e descontos. “We are looking to add another link to the chain of marketing to include new resources such as MRIs, encefalografías systems eyetracking (tracks where the gaze is directed) and techniques of biometrics and facial recognition , ” he adds, “these tools serve to assess the emotional reactions to a whole level of people without using the cognitive part of your brain. ”

To carry out these tasks requires a multidisciplinary team that allows better understand the reality of the products and their associated advertising campaigns. “While traditional marketing can address the problems of everyday consumer, through the resources of neuroscience and a team of psychologists we seek to know the reactions of people on a subconscious level and understand their behavior when choosing ‘says Arribas.

The president of the NSBA in Spain, Antonio Casals, during his lecture. THE WORLD

“The marketing traditional addresses the day, we the behavior of fund”

The part of the brain that Antonio Cassals, representative in Spain of the NSBA, called “reptile brain is the part that helps the segregation of chemicals such as norepinephrine and serotonin, which responds to emotional, tangible stimuli, marked by a beginning and an end, visual contrast and fear, stimuli ,”he continues,” which are those thatserve a particular product attracts attention to us and become attractive compared to the more than 10,000 brands that we are subject every day. ”

This discipline has helped to highlight some blunders that both the marketing and advertising being committed. “After evaluating a sample video ad we realized that a neurological level, without advertising, consumers only had high levels of liking and attention to the 21% of them . An identical percentage showed average levels and spent almost unnoticed. 26% had low levels of attention and appreciation and 22% high rates of attention and rejection, a fact that is counterproductive and usually occurs in sectors such as banking ‘were observed.

Among the sectors that the Spanish neuromarketing has achieved greater acceptance include political communication, cosmetics and fashion, luxury segments. For example, Elena Glotova, product manager of Mango explains how thanks to a study of 25 women who combines psychometrics, biometric tests and a qualitative analysis, it concluded that “most choose to give up their preference for something safer and 66.7% are guided by the color when opting among several dresses. ” On their applications in cosmetics, Maria Lopez Valdes, founder and CEO of BitBrain Technologies partner indicates how applied the techniques of this discipline on behalf ofL’Oreal for its store in Madrid: ” We conducted tests in a laboratory neuromarketing and its establishment know the subconscious reactions of customers to observe their furniture products in order to reorganize and better capture their attention. ” Finally, Arribas tells how in conducting studies Brain Inside ” to meet spontaneous reactions that cause the various candidates in the brain of voters and the values ​​associated with each of them from your photograph.” A work that has been carried out in several Latin American countries and on behalf of Sigma2.

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