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Neuromarketing: principal aliado del mercadeo
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Neuromarketing: principal aliado del mercadeo

Rita Castro Vargas | Martes 1 de Noviembre, 2022

Conocer las principales características del neuromarketing y cómo aplicarlos en las estrategias de mercadeo, fueron dos de los temas vistos en el taller "El poder y aplicaciones del Neuromarketing", impartido por el MBA. Luis Céspedes, consultor y presidente de LYF Consultores y del Centro de Especialidades Empresariales.

De acuerdo con Céspedes, el neuromarketing es la combinación entre la ciencia y las técnicas de marketing: “busca medir actividades neurobiológicas cuando hay exposición a marcas, propagandas y otras estrategias de marketing, es un campo que trata de conocer el funcionamiento del sistema nervioso y su relación con las funciones superiores, como sería la memoria, la atención o las emociones”.

Asegura que el neuromarketing constituye una poderosa herramientas porque al partir del estudio de las conexiones neuronales y el comportamiento del ser humano ante diferentes estímulos se desarrollan estrategias de comunicación más eficaces desde el punto de despertar sensaciones y emociones.

“Esto también permite al marketing posicionar y diferenciar mejor los bienes y servicios según las necesidades que satisface en el mercado, para las empresas es muy útil al permitir estudiar mejor el comportamiento humano del personal para potenciar sus habilidades y destrezas en el desempeño de sus actividades”, expresó.

 

Tipos y características

El neuromarketing kinestésico está relacionado a todo lo que el ser humano es capaz de sentir a través del tacto, el olfato y el gusto. Recolecta la información y analiza si el estímulo provoca alguna reacción o emoción.

Por su parte, el neuromarketing visual son las diferentes reacciones y respuestas a los estímulos que se obtienen a través de la vista: “cómo llega la información al cerebro por medio de la vista y de qué manera activan las emociones, capta la atención en un punto específico y permanece en la memoria de los usuarios por algún tiempo”, señaló Céspedes.

En el caso del neuromarketing auditivo, este responde a los estímulos basados en el uso de sonidos y melodías, como actúan sobre el cerebro y medir sus respuestas según aspectos como la alegría, tristeza e incluso relajación.

“En la vida cotidiana, el neuromarketing es parte de todas las respuestas que presenta el ser humano según las reacciones a los estímulos que recibe y la forma en que responde a ellos determinando estados de ánimo diversos”, declaró.

 

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