{"id":68234,"date":"2019-04-15T17:38:58","date_gmt":"2019-04-15T15:38:58","guid":{"rendered":"https:\/\/internetrepublica.com\/?p=68234"},"modified":"2019-07-22T10:34:06","modified_gmt":"2019-07-22T08:34:06","slug":"neuromarketing","status":"publish","type":"post","link":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/","title":{"rendered":"Neuromarketing, la nueva disciplina que ha venido para quedarse"},"content":{"rendered":"

Los principales avances en neurociencia<\/strong> surgen en 1849, momento en que Emil du Bous- Reymond, m\u00e9dico y psic\u00f3logo alem\u00e1n, observa que la piel humana, es el\u00e9ctricamente activa.<\/p>\n

Desde ese momento, no se han dejado de realizar avances en el campo de la neurociencia, haci\u00e9ndolo converger, con otros sectores, como pueden ser, el marketing, las ventas, y otras disciplinas.<\/p>\n

Muchos os preguntar\u00e9is \u00bfen qu\u00e9 consiste realmente el neuromarketing?<\/strong>\u00a0.<\/span><\/p>\n

La respuesta es sencilla, consiste en abordar las acciones de marketing, o de investigaci\u00f3n de mercados, desde una perspectiva neurol\u00f3gica, utilizando herramientas de medici\u00f3n que habitualmente est\u00e1n dedicadas a la medicina, pero que, aplicadas al marketing. Las cuales pueden resultar extremadamente \u00fatiles a la hora de testar la eficacia de una campa\u00f1a publicitaria y observar la aceptaci\u00f3n de un producto, por ejemplo.<\/span><\/p>\n

El neuromarketing en la investigaci\u00f3n de mercados:<\/strong><\/h2>\n

Es una excelente herramienta en el campo de la investigaci\u00f3n de mercados , muchas empresas invierten grandes cantidades de dinero para saber qu\u00e9 piensan sus consumidores acerca de su marca o producto. <\/span><\/p>\n

Obviamente como en todas las ciencias, en todos los estudios se producen sesgos, que ser\u00e1n derivados de los participantes del estudio, los cuales podr\u00e1n darnos informaci\u00f3n totalmente v\u00e1lida, o no.<\/span><\/p>\n

El consumidor miente, y no lo hace conscientemente. Pero sus respuestas no son totalmente objetivas, debido a qu\u00e9, si le observamos en un entorno m\u00e9dico, de laboratorio, fr\u00edo y as\u00e9ptico; Su mente, se preparar\u00e1 para ocultar informaci\u00f3n privilegiada.<\/strong><\/p>\n

En cambio, si a este mismo usuario, le realizamos un estudio, en un entorno amigable, en el cual se sienta c\u00f3modo, y se pueda \u201csoltar\u201d, este se sentir\u00e1 m\u00e1s libre a la hora de mostrar sus emociones .<\/span><\/p>\n

El neuromarketing, toma como referencia medidas biom\u00e9tricas, es decir, medidas biol\u00f3gicas internas propias del individuo.<\/span><\/p>\n

Estas pueden ser obtenidas de diversas maneras, mediante resonancia magn\u00e9tica, conductancia galv\u00e1nica de la piel, medidores faciales, o seguimiento ocular, estos son los m\u00e9todos m\u00e1s utilizados.<\/span><\/p>\n

De estos m\u00e9todos, el m\u00e1s utilizado y el que resulta de m\u00e1s utilidad, es la resonancia magn\u00e9tica, ya que nos permite obtener informaci\u00f3n altamente precisa de las zonas del cerebro que se activan al exponerse a olores, im\u00e1genes o sonidos que se le proporcionar\u00e1n al usuario mientras est\u00e1 siendo analizado.<\/span><\/p>\n

Otro tipo de indicadores ser\u00edan el Focus Group o entrevista en profundidad, o el Test de asociaci\u00f3n impl\u00edcita.<\/span><\/p>\n

Estos m\u00e9todos de car\u00e1cter no invasivo, lo que nos proporcionan es informarnos subjetiva. En el caso del test de asociaci\u00f3n impl\u00edcita, observaremos la asociaci\u00f3n entre im\u00e1genes y atributos de manera mec\u00e1nica. Mediremos esta asociaci\u00f3n usando la rapidez de las respuestas del usuario, lo que nos permitir\u00e1 saber si tiene un atributo asignado internamente a una imagen, y en qu\u00e9 medida.<\/span><\/p>\n

El proceso de compra como experiencia, \u00bfPara qu\u00e9 sirve realmente el neuromarketing?<\/strong><\/h2>\n

\"\"<\/strong><\/h2>\n

La tendencia en los \u00faltimos a\u00f1os, ha sido la de crear experiencias de consumo.<\/span><\/p>\n

Todas las marcas, se han sumado a la creaci\u00f3n de tiendas con un storytelling.<\/span><\/p>\n

\u00bfPor qu\u00e9?<\/strong><\/h3>\n

Desde el neuromarketing, se ha podido observar que podemos influir en la mente del consumidor mediante el uso de diversos m\u00e9todos.<\/span><\/p>\n

Sabemos que si una tienda, huele bien, el cerebro del consumidor estar\u00e1 predispuesto a la compra ya que se encuentra de \u201c buen humor\u201d.<\/span><\/p>\n

Un claro ejemplo es la cadena Abercrombie & fitch, de la cual, todos conocemos ese olor caracter\u00edstico, o Starbucks, cadena cuyo olor a “hogar” nos hace sentirnos como en casa.<\/span><\/p>\n

Estos son algunos ejemplos de c\u00f3mo el marketing olfativo, analizado desde la visi\u00f3n del neuromarketing, han transformado el mercado.<\/span><\/p>\n

Estudiando la experiencia del cliente, hemos de darle valor a las sensaciones que experimentar\u00e1, con lo que , haremos participar tambi\u00e9n a los dem\u00e1s sentidos.<\/span><\/p>\n

Debemos crear experiencias de consumo, sumadas, que hagan interactuar los sentidos. esto provocar\u00e1 un aumento del engagement con la marca.<\/span><\/p>\n

Podr\u00edamos decir que el neuromarketing, bien aplicado, ayudar\u00e1 a aumentar las ventas y las sensaciones para con la marca, creando as\u00ed una comunidad consolidada.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Los principales avances en neurociencia surgen en 1849, momento en que Emil du Bous- Reymond, m\u00e9dico y psic\u00f3logo alem\u00e1n, observa que la piel humana, es…<\/p>\n","protected":false},"author":73,"featured_media":68250,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[104],"tags":[1262],"class_list":["post-68234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacion","tag-neuromarketing"],"yoast_head":"\nNeuromarketing, una nueva experiencia - Internet Rep\u00fablica<\/title>\n<meta name=\"description\" content=\"Muchos os preguntareis \u00bf en que consiste realmente el neuromarketing? \u00bfUtilizas el neuromarketing en tu estrategia? Descubre qu\u00e9 es el marketing emocional en nuestro Blog\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuromarketing, una nueva experiencia - Internet Rep\u00fablica\" \/>\n<meta property=\"og:description\" content=\"Muchos os preguntareis \u00bf en que consiste realmente el neuromarketing? \u00bfUtilizas el neuromarketing en tu estrategia? Descubre qu\u00e9 es el marketing emocional en nuestro Blog\" \/>\n<meta property=\"og:url\" content=\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Internet Rep\u00fablica\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-15T15:38:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-22T08:34:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png\" \/>\n\t<meta property=\"og:image:width\" content=\"932\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sergio Garcia\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sergio Garcia\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\"},\"author\":{\"name\":\"Sergio Garcia\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/#\/schema\/person\/b7d85b4a13f7c65ef9164e763077e491\"},\"headline\":\"Neuromarketing, la nueva disciplina que ha venido para quedarse\",\"datePublished\":\"2019-04-15T15:38:58+00:00\",\"dateModified\":\"2019-07-22T08:34:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\"},\"wordCount\":709,\"commentCount\":2,\"image\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png\",\"keywords\":[\"neuromarketing\"],\"articleSection\":[\"Innovaci\u00f3n\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\",\"url\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\",\"name\":\"Neuromarketing, una nueva experiencia - Internet Rep\u00fablica\",\"isPartOf\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png\",\"datePublished\":\"2019-04-15T15:38:58+00:00\",\"dateModified\":\"2019-07-22T08:34:06+00:00\",\"author\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/#\/schema\/person\/b7d85b4a13f7c65ef9164e763077e491\"},\"description\":\"Muchos os preguntareis \u00bf en que consiste realmente el neuromarketing? \u00bfUtilizas el neuromarketing en tu estrategia? Descubre qu\u00e9 es el marketing emocional en nuestro Blog\",\"breadcrumb\":{\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage\",\"url\":\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png\",\"contentUrl\":\"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png\",\"width\":932,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Agencia Marketing Digital\",\"item\":\"https:\/\/internetrepublica.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Innovaci\u00f3n\",\"item\":\"https:\/\/internetrepublica.com\/blog\/innovacion\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Neuromarketing, la nueva disciplina que ha venido para quedarse\",\"item\":\"https:\/\/internetrepublica.com\/blog\/neuromarketing\/\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/#website\",\"url\":\"https:\/\/internetrepublica.com\/blog\/\",\"name\":\"Internet Rep\u00fablica\",\"description\":\"Agencia SEO y Marketing Digital\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/internetrepublica.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/internetrepublica.com\/blog\/#\/schema\/person\/b7d85b4a13f7c65ef9164e763077e491\",\"name\":\"Sergio Garcia\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/434216b9c91e2db47f097014fd6be701e8a7e910503608add80eb3a7ecdfe724?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/434216b9c91e2db47f097014fd6be701e8a7e910503608add80eb3a7ecdfe724?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/434216b9c91e2db47f097014fd6be701e8a7e910503608add80eb3a7ecdfe724?s=96&d=mm&r=g\",\"caption\":\"Sergio Garcia\"},\"url\":\"https:\/\/internetrepublica.com\/blog\/author\/sergio-garcia\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Neuromarketing, una nueva experiencia - Internet Rep\u00fablica","description":"Muchos os preguntareis \u00bf en que consiste realmente el neuromarketing? \u00bfUtilizas el neuromarketing en tu estrategia? Descubre qu\u00e9 es el marketing emocional en nuestro Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/","og_locale":"es_ES","og_type":"article","og_title":"Neuromarketing, una nueva experiencia - Internet Rep\u00fablica","og_description":"Muchos os preguntareis \u00bf en que consiste realmente el neuromarketing? \u00bfUtilizas el neuromarketing en tu estrategia? Descubre qu\u00e9 es el marketing emocional en nuestro Blog","og_url":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/","og_site_name":"Internet Rep\u00fablica","article_published_time":"2019-04-15T15:38:58+00:00","article_modified_time":"2019-07-22T08:34:06+00:00","og_image":[{"width":932,"height":720,"url":"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png","type":"image\/png"}],"author":"Sergio Garcia","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Sergio Garcia","Tiempo de lectura":"4 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#article","isPartOf":{"@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/"},"author":{"name":"Sergio Garcia","@id":"https:\/\/internetrepublica.com\/blog\/#\/schema\/person\/b7d85b4a13f7c65ef9164e763077e491"},"headline":"Neuromarketing, la nueva disciplina que ha venido para quedarse","datePublished":"2019-04-15T15:38:58+00:00","dateModified":"2019-07-22T08:34:06+00:00","mainEntityOfPage":{"@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/"},"wordCount":709,"commentCount":2,"image":{"@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage"},"thumbnailUrl":"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png","keywords":["neuromarketing"],"articleSection":["Innovaci\u00f3n"],"inLanguage":"es","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/internetrepublica.com\/blog\/neuromarketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/","url":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/","name":"Neuromarketing, una nueva experiencia - Internet Rep\u00fablica","isPartOf":{"@id":"https:\/\/internetrepublica.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage"},"image":{"@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage"},"thumbnailUrl":"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png","datePublished":"2019-04-15T15:38:58+00:00","dateModified":"2019-07-22T08:34:06+00:00","author":{"@id":"https:\/\/internetrepublica.com\/blog\/#\/schema\/person\/b7d85b4a13f7c65ef9164e763077e491"},"description":"Muchos os preguntareis \u00bf en que consiste realmente el neuromarketing? \u00bfUtilizas el neuromarketing en tu estrategia? Descubre qu\u00e9 es el marketing emocional en nuestro Blog","breadcrumb":{"@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/internetrepublica.com\/blog\/neuromarketing\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#primaryimage","url":"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png","contentUrl":"https:\/\/internetrepublica.com\/blog\/wp-content\/uploads\/2019\/04\/mind-544404_960_720.png","width":932,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Agencia Marketing Digital","item":"https:\/\/internetrepublica.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Innovaci\u00f3n","item":"https:\/\/internetrepublica.com\/blog\/innovacion\/"},{"@type":"ListItem","position":3,"name":"Neuromarketing, la nueva disciplina que ha venido para quedarse","item":"https:\/\/internetrepublica.com\/blog\/neuromarketing\/"}]},{"@type":"WebSite","@id":"https:\/\/internetrepublica.com\/blog\/#website","url":"https:\/\/internetrepublica.com\/blog\/","name":"Internet Rep\u00fablica","description":"Agencia SEO y Marketing Digital","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/internetrepublica.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/internetrepublica.com\/blog\/#\/schema\/person\/b7d85b4a13f7c65ef9164e763077e491","name":"Sergio Garcia","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/434216b9c91e2db47f097014fd6be701e8a7e910503608add80eb3a7ecdfe724?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/434216b9c91e2db47f097014fd6be701e8a7e910503608add80eb3a7ecdfe724?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/434216b9c91e2db47f097014fd6be701e8a7e910503608add80eb3a7ecdfe724?s=96&d=mm&r=g","caption":"Sergio Garcia"},"url":"https:\/\/internetrepublica.com\/blog\/author\/sergio-garcia\/"}]}},"_links":{"self":[{"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/posts\/68234","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/users\/73"}],"replies":[{"embeddable":true,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/comments?post=68234"}],"version-history":[{"count":11,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/posts\/68234\/revisions"}],"predecessor-version":[{"id":69616,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/posts\/68234\/revisions\/69616"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/media\/68250"}],"wp:attachment":[{"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/media?parent=68234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/categories?post=68234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internetrepublica.com\/blog\/wp-json\/wp\/v2\/tags?post=68234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}