Introduction to Neuromarketing

Dali’s Brain-Trees

It has been a long time since I left my blog apart. Main reason was my creativity has been hardly affected by a lot of information and curiosities about Marketing and its tools to develop efficient campaigns.

I took some time to train my mind. I started studying “neuromarketing”.

I am not going to provide you any Wikipedia’s definition about the neuromarketing’s meaning, but I’m going to tell you about its essence allows you to do: Professional Psychological Manipulation, in a way that seems so easy it may seem logical. Therefore you may think that you have already know all the techniques before, but you’re not, probably you are so submitted that your brain has incorporated it as natural and common uses.

Neuromarketing was born from Neuroeconomics and Psychology. Its most common application is: to analyse trends, to evaluate decisions of consumers and to manipulate consumers through advertisement tools to stimulate several brain areas linked to pleasure and addition.

In the next posts I will describe some neuromarketing tools affecting us as consumers every second and as well, I will provide all of you interested in the science of market areas, the know-how to apply that tools and ensure the success through this physicological-field of marketing.

Hope you enjoy it!!

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Brand-Fanaticism

Christian Louboutin Autumn'11 Look-book.

Christian Louboutin Autumn'11 Look-book.

 

Nowadays, despite of the several marketing typologies, whenever we think about the main goal of the application of market techniques the first thing that comes to my mind is to generate add value, and get the largest possible amount of individuals able to believe in it. For any given marketing-mind with a strong ambitious, that many people are the whole world population. What about the companies’s directors ambitions?

Increase benefits, positioning, popularity… No matter what the company main goal be, actions speak louder than words and that is why, increasingly, the luxury market integrates new conglomerates of enterprises who want to become part of one of the few industries that has not been bombarded with the financial crisis: Luxury Market.

But is not gold that glitters, we should be aware that most people are not able to finance many expensive outfits such as Victoria Beckham’s closet contain. Nevertheless, people still having some kind of brand fanaticism whether by the influence of Vogue, TV, Internet, or the impressive catwalks each Fashion Week. So, What should be the strategy for those companies if they want to became part of the luxury-industry? Promote affordable products that will not jeopardize the concept of exclusivity of loyal customers. One option for doing that may be “rupture marketing”.

In any case, it is a fact that companies must be prepare for implement some kind of differentiation and create a feeling for the brand, especially if they are intend to internationalize. Since countries like Brazil, China or Russia, which until recently were negligible for the luxury industries, are quickly becoming pioneers on in and also are demanding their position in a globalized world, and in this case silk works.

Beyond the grim scenario, Marketers are strategies

Perhaps it is the longest of all, but certainly for too many months we have been participating in to the economic diet of uncertainty. Seems like we are not able to solve the “Rubik Cube”.

As marketers or merely interested in marketing our main task is to understand the situation and to came up with strategic solutions. Our target will never be to solve the financial situation in macro-terms, we just devote ourselves to take advantage of the situation. But, more and more, everything seems to blurring. Despite all, beyond this grim scenario, we should continue betting heavily and  innovate.

What I mean with innovation?

Innovation means to catch out everyone by applying new methods. Fortunately for us, the World is offering great opportunities in a new media. Therefore, creativity is completely necessary, indeed, trust must also be in our portfolio because ,what is sure, is that firms are betting on low-cost technologies with high impact.
Whenever we talk about low-cost technologies we talk about Internet, which is becoming more than a tool so we can not dispense with it, a need for our survival both as customers or business (we do not want to be the last at privilege line, at all).

Financial panic on a limb and conservatism owner to another, both hugging the 2.0 world becoming the time to prove the add value of Marketing. Time for us to demonstrate that the online strategies are efficient. Time to talk about things such as landing page, social network or content emerging. Which are, actually, the topics I will discuss in the following posts.

Branding Meaning: The Stronghold Solution

 

 

Commonly, when I am defining the meaning of “Branding”, my listeners put the same confused face, as if they were reading a medical prescription. But since I start to be interested in Marketing and its specific issues, I noticed that the communication problem was not only affecting to me, there were many others marketing professionals suffering the same inability to became understood while talking about: “What Branding Really Means”

Submissive using poetic allegories, Branding can be understood as a stronghold, therefore, every brand’s strategy must be focused on positioning, which would mean: to built our stronghold in the quietest and safest place possible.

 

Moreover, our aim, as that stronghold‘s owners, is to offer help to those people who are not protected.
In fact our goal is to propose to them: security and tranquility in the safest place of the world (even if we are exaggerating), for a modest price.

So, the aim of Branding would never been to generate a better stronghold than the competitor’s ones, probably their technology could be better or their design could be utilitarian than ours. The main aim is that people conceived our stronghold, as the only security solution so, instead of wanted it they need it, all them know it, and all them are unable to comfort with another one.

 

First step: Positioning.

To define who are you, why you are the only solution, why people would feel “safe in your stronghold”.

Second step: Communication.

Make sure you are in the right place and talking with people in the right medium, with the right words. Then create a memorable cause and drive your idea and its power to get customers by the lapels, lifted from the ground and say that they would be stupid by chose a different “stronghold” than yours.

Third step: From the outside.

All brands constructed from the outside. Branding tips for success based on:

  • Focus in consumers feelings. Advertisement would penetrate the consumers minds. Make sure you are not falling into notoriety or awareness strategies, that for Advertisers is not your issue as a “Brander”.
  • Zero mistakes allowed. Good Branding does not permit to generate any confusion, avoid that added value to succeed.
  • Leadership is not objectionable. Branding does not understand about ambition’s limits.

In the next articles I will focus on solving the following equation:

Branding = Expansion + Concentration + Communication + Knowledge + Words + Credentials + Quality + Category + Name + Extensions + Fellowship + Generic + Corporation + Sub-brands + Brotherhood + Product + Barriers + Coherence + Mortality + Singularity

The first step: Content Marketing

The more understandable definition of “Content emergin” as a Marketing Technique is the folloween one:

Content marketing is a marketing technique apply to create and distribute relevant and valuable content to attract, acquire, and engage a clearly defined, and understood, target audience – with the objective of driving profitable customer action

In this era, the content marketing strategy has gone from the “client push” to “client pull”, which means the application of new methods ensuring that the company is able to reach customer’s emotions, implying their satisfaction and also their fidelity in the brand.

The first question you should ask is, Why this type of strategies are better than other ones?

At least there are three topics of marketing interesting information:

  • Branding:  Relevant content, clear and well proposed generates higher reputation for the brand.
  • Traffic: Relevant content is shared online, this involves promotion on the Social Media, the more promotion the more links posted and the more links =  more traffic.
  • Reliability: Relevant content generates more confidence in the brand.

The second question should be: Where can we apply this strategy?

The most innovative tools that focuses on this kind of marketing-application are: E-books, Newsletters and social interest online publications.
Adequacy, segmentation would perform first to ensure that the suitable content reaches the main client. After that, we look for the medium that best ensure greater impact on these clients.

But, in any case, whatever the medium of choice may be, we have to understand that content marketing is placed at the rise of the marketing strategies pyramid. Its development allows us to elaborate: mobile marketing, social media marketing… among others.

In conclusion, the content marketing seeks emotion through information, and information has to be our first step whenever we design a marketing plan.

Fashion Industry belongs to Marketing

Louis Vuitton Ad Campaign

What makes someone want to spend $500 on a pair of shoes or $200 on a T-shirt? 

The main reason is Marketing. After the designers come up with the latest trends, it is up to fashion marketers to figure out how to get people to buy the stuff. So the Fashion Marketing aim is to move products from the catwalks to the customers’ closets.

As any specific industry marketing application, the plan based marketers begins with the environmental scan process. The information provides a platform for moving forwards and knowing where you can compete in the market and who you are trying to sell to.

But, despite of this primitive ideas, there is something taking part in the Fashion Marketing World that we must be concern of: Emotions.

Ever since the society began to believe in Fashion as a sign of class distinction, The clothes and accessories industry became an emotional need. Belief still nowadays, if we would develop the algebraic formula of “Fashion”, there would be no excused absence for the following items:

F. = Timeless + Universal + Veering + Socially + Quenching  

Therefore, the Fashion Marketing needs to be the key to satisfy the needs of consumers and firms. But these needs to be covered are highly convoluted, which means is easy for firms to get confuse and also for not been able to positioning themselves and to adequately reach customers.

Related specially to fashion, one theory groups potential customers into four main categories:

  • McFashion

Fashion equivalence to the fast food: cheap and chic, available all over the globe. This market is pretty focus on value for money.

Zara Store

Zara Store

  • International superbrands

Opposite end of market to McFashion. Firms led by notion of couture, which are the drivers behind the aspirational elements of fashion.

Christian Louboutin Store

Christian Louboutin Store

  • London, NY and Paris style

Fashion scenes recognized  internationally for their creativity and flourishing market. Style icons.

Burberry Spring Catwalk in the London Fashion Week

Burberry Spring Catwalk in the London Fashion Week

  • Micro Markets

Most directional in regards to the future of clothing and fashion. Meaning multi dimensional and multi style group and related to consumer moods or customized clothing.

Nike's Webpage

Nike's Webpage

Pretending to answer the question with which I began this post, the fact that makes people want to spent a considerable amount of money on fashion is the materialistic need, to became part of  a distinctive, luxury, society class because of the acceptance, imitation and belonging.

Feelings and emotions created by marketing strategies that position the firm and recovered the brand, because the product will never be important, what matters is to fill that need for acceptance, mark it and exploit it.

Andrea Gamero

The importance of MAC-keting

Since this afternoon, when I was leaving the AppleStore while thinking that time was the fourth time that another perceptual efficient electronic junk comes to live home, I can not stop brooding: How Apple,Inc. could generate both fanaticism and “freakcism”regarding its products?

 

In fact, any iPod, iPhone, iPad, iMac… Are not as different as the others able in the Market (in terms of productivity). Even so, whenever you are opening each perfectly neat white boxes, all the “Mac-Addicts” feel their heart strikes and expands so fast. Moreover, increasingly people are joining into the “Apple-Culture”So…Should be something about Marketing, isn’t it?

In his biography, Steve Jobs stated that Apple’s success was not a Marketing issue itself, but something strongly related to their strategies implemented. In every strategy application, the company has managed to magnify his own image, so finally created an icon and a kind of cult brand that shows the company’s philosophy and makes both customers and consumers become devotes, evangelist worshipers to the Apple’s religion.

Speculation, expectation… Loud noises at each Apple’s launch. The goal of any sales-marketing director. Just all the aims achieved by emphasizing three words: chic, elegance and snobbery which are current society’s favourites terms. In fact, what we can draw from this matters is that Apple’s all marketing strategies are focus on Elitist-Emotional-Marketing.

The main example is its brand icon: An apple.

There are many legends surrounding about why Mr. Jobs selected this fruit. At first, he said it was chosen because he really love to eat apples… Actually, we can find three different reasons about the brand, the choice and the strategies referred:

  • Positioning: The company’s name starts with an “A” that means first position in the list while, for instance, Windows in the bottom of the list.
  • Neuro-Marketing: Few studies affirmed that it is easy for people to associate computers with fruit (Still don’t know why). So the logo is easy to remember.
  • Emotional-Marketing: An apple causes good feelings, associate to health and zero conflicts..

In conclusion, Apple’s secret is to become another big company dividing its success, existing and triumphing through the power of marketing in business:

50% innovation & 50% strategic marketing

 

 

 

Andrea Gamero.

The Landing Page

Online advertising is not everything, the positioning strategies help but not assure success and Facebook does not buy, it only introduce you to possible future customers. So, Which is the key to get profit of our online media and to our company to succeed?

The landing page is probably the most important tool on the Internet media. It guarantees us the customer feedback, total handling of any type of information and a highest ability to branding strategies.
 But what is the meaning of a landing page?

As the name implies, this website is the web page where the client arrives after having clicked on an online ad or a promotional link.

What we will find in these pages?

An extension of the advertisement, which explains in detail the product or service offer promoted. We can also find test campaign.  Marketers used the landing pages to measure the impact of promotional campaigns, before launchinginto the market. In this last sense and according to the report Anne Holland in MarketingSherpa.com, ” The 60% professionals in the e-mail marketing who respond to the survey, affirmed that they would prefer to test their marketing campaigns using the tests split A / B, on the landing pages”

How many landing pages we can have operating online?

As many as you can manage. Most companies have multiple landing pages, not only for different products, but also for the same product depending on the ad or link that users click on. This fact optimizes the segmentation and enables companies to different strategies or campaigns, depending on the users. That is why the landing pages are also known as “jumping pages”, “splash pages”.

To conclude, the following image represents the landing page of the new online reader of “The New York Times”:

The NewYork Times Landing Page.

What are the good points of this landing page?

  • Show technological innovations by presenting online videos.
  • Show luxury by presenting its application with one of the the best products from Apple (Macbook Pro)
  • Allows the customers to reach the subscription page without intermediaries from outside the company.

Even this one was a good example of a landing page we should know, as interested in marketing, that the impact would become higher if the companies introduces promotions or discounts at this page.

After Digital Life 2011 report…

After reading the new Digital Life 2011 report it is possible that you change thy conception about the business use of social networks. Right now my view is leading a battle with my previous expectations.

Data from the investigation into the Social Media impact showed that the 53% of Social Network users refuse to engage with brands through them. People are willing to follow a brand online and be aware of the possible offers, but they do not want to interact with the company, rather people do not rely on it. Suddenly, the business profile in Social Media turns into the ugly friend. That is the big threat to any company basing its strategies in Internet.

So the key to building trust is information. Companies should be able to inform in the right way, users do not believe in the power of too much information, they want to know the product but without be shot with spam.

Despite the fact that Social Media can easily result in a loss of trust, the Data Report in the Digital Life 2011 investigation show that the 46% users in social networks make comments about brands online for the sheer pleasure of making known their opinion, which means a readily available opportunity for companies: “personalize their image from this starting point”.

In short, we can not expect nothing but bad news if not well managed Social Media. Like in any committee, the online interaction is fragile and could damage the company image, while a good strategy may guarantee a wide range of potential buyers feeling happy and confident.

Feedback is possible with good strategies, and it will be reflected in finances and loyalty.

Andrea Gamero.

Data from investigations: http://www.tnsdigitallife.com/

OP-ED: Skepticism on Google+

Unfortunately I am still hesitant about Google+, even I know perfectly that the new Social Media website is founded on the cornestorn of a large modern, big and profitable company as it is Google,Inc.The fact is that, for many busy users, spending their time in learning how to use a new social network, that has not been differenciated yet from the existings nowadays, is a really wasting of time. And time is the Internet’s added value, information spreading around at the speed of light.

It is probably that many “Google-progressive users” are scandalized about my suggestions, then they likely would embrace concepts such as the new technology implemented: users’s circles, new media-tools… However let me the luxury of ask: “What else?”  Because my expectations on Google+, knowing who are their guarantors (in a pessimistic point of view), are even higher and also go far beyond the permission of disappear without leaving as much treace on the Internet as in Facebook’s closed accounts.

As marketing student with certain knowledge in branding matters, I am concern that the Google+ strategy it is damaging seriously the short-term trust the network would be able to generate. The positioning interests should focus on providing added value insted of inteds of comparing the company with any other social network, but especially with Facebook, which has an unconditional support of more than millions users. Therefore the main problem is that we are not differentiating these two Social Networks, we are just doing what the Google+’s managers are doing: comparing them and by acting this way we forget about if Facebook is more emotional or if Google+ is more pragmatic, we forget about which one it lets us to housewive better (even we are not talking just in domestic point of view). We are just willing to focus on which one is the best one and that makes me wonder: What does better in Internet mean? Suddenly the answer comes to my mind: Time. Precisely what users do not want to splurge away.

Let us now leave the Zuckerberg big-baby and we will now focus on: Twitter vs. Google+, another big comparison of the Google’s social network creators.

How will Google+ compete with Twitter and its great value as a tool for social media marketing campaigns? Whatever is going to be the decision the current strategy against Twitter is not appropiate because it is only intended to devaluate Twitter brand… Oh, c’mon guys in Google you can do it better!

Defenders of Google+ said that the fact that Twitter only allows users to post 140 characters is a threat, and that is why Google+ permit more extensive publications. Then Twitter would said: “Few words to the wise is sufficient”. Even Twitter is a furstrated writers factory the quantity of characters is not the advantage of Google+ agains Twitter, maybe their Ripples could be, but it will work only for the Business point of view.

In conclusion, Internet skeptics would not even worry about the impact of new social networks and their positiong online, probably they would think it is an aberration because for them social networks have an expiration date. Skeptics as me are now distrusting of the usefulness of Google+ as the company interests lies in winning the battle to Facebook or Twitter insted of positioning independently. Result? Position somewhere between FF and TT and a extremely unhelpul, useless and worthless conception of Google+.

Andrea Gamero

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