NEUROMAR KETING IN THE DIGITAL AGE How we become consumers

With advances in technology and the continuous development of new media, information is constantly reaching the consumer at high speed and from multiple directions. Advertising and brands are emerging at an accelerated rate, like an assault on the brain, looking for different ways to target the minds of consumers. With all this pollution of information, what is it that really catches the eye and what ends up being discarded by our brains as garbage? On the Internet, television, newspapers and magazines, emails, text messages or video games, brands struggle to attract the attention of the viewer, and, immersed in this flood of information, the brain has become more demanding, rigorous and protective, to allow the passage to communications that contain more than just overloaded and overwhelming information.

Consumer behaviour in the 21st century has changed. Communication, advertising, brands and marketing strategies are adapting and seeking new strategies to create loyal and satisfied customers. Campaigns are reoriented to contain a more rational emotional message, following the guidelines of Neuromarketing [1].

ADVANCES IN NEUROSCIENCE INCREASINGLY MAKE IT POSSIBLE TO EXPLORE MENTAL FUNCTIONS AND GAIN A DEEPER UNDERSTANDING OF THE BRAIN

NEUROMARKETING

Defined by Martin Lindstrom as “an instrument used to help us decode what consumers think when they are in front of a product or a brand” [4], neuromarketing does not invalidate traditional marketing, but emerges as an addition, a new way of doing marketing in the new century. If we analyze neuromarketing combined with the two branches of traditional market research (qualitative and quantitative), the result obtained can be interpreted as the future of marketing.

Although considered a young and limited science, but of growing development, neuromarketing breaks barriers and allows a growing knowledge of the unconscious mind and user behavior