The concept of neuromarketing began to be used in the early 2000s and referred to techniques that investigate brain mechanisms in the consumer's mind. Therefore, with the data acquired, improvements could be made to marketing strategies to improve sales results and user experience.
Neuromarketing and sensory research in the fields of communication and advertising are becoming increasingly advanced. This is necessary to boost sales, build consumer loyalty, and improve the brand and enhance its products and services.
Brands aim to discover how their consumers' subconscious works. But it is also necessary to understand the subconscious of our target audience who are not yet consumers of our brand.
Neuromarketing has its own areas of origin that branch into neuropsychology, cognitive neuroscience, neurology, neuroanatomy, neuroeconomics, neuroendicronology, among others. To connect brands with analytics, it is necessary to awaken consumers' emotions through emotional marketing and storytelling, thereby raising consumer awareness through stories.
Therefore, we could say that this type of concept is important when defining a strategy based on our target audience because it will direct the stories that can be told through customer communication channels. In addition, it brings the brand closer to the consumer.