{"id":78995,"date":"2019-03-25T18:36:58","date_gmt":"2019-03-25T16:36:58","guid":{"rendered":"https:\/\/ipmark.com\/?p=78995"},"modified":"2019-03-25T18:36:58","modified_gmt":"2019-03-25T16:36:58","slug":"la-neurociencia-al-servicio-del-marketing","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=78995","title":{"rendered":"La neurociencia, al servicio del marketing"},"content":{"rendered":"<figure id=\"attachment_78996\" aria-describedby=\"caption-attachment-78996\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-78996\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/neuromarketing.jpg\" alt=\"The Valley, junto a Optimyzet, ha analizado las ventajas del neuromarketing, enfoc\u00e1ndose en el v\u00ednculo emocional del cliente y la medici\u00f3n de sus reacciones inconscientes.\" width=\"690\" height=\"524\" \/><figcaption id=\"caption-attachment-78996\" class=\"wp-caption-text\">The Valley, junto a Optimyzet, ha analizado las ventajas del neuromarketing, enfoc\u00e1ndose en el v\u00ednculo emocional del cliente.<\/figcaption><\/figure>\n<p><strong>Las t\u00e9cnicas de marketing han ido evolucionado a lo largo de los a\u00f1os.\u00a0Los avances tecnol\u00f3gicos han facilitado el desarrollo de innovaciones para conocer mejor el comportamiento del usuario y su relaci\u00f3n con la marcas, surgiendo la herramienta del neuromarketing. <\/strong><\/p>\n<p>Est\u00e1 t\u00e9cnica profundiza en los niveles de <strong>emoci\u00f3n, atenci\u00f3n y memoria<\/strong>, a trav\u00e9s de diferentes herramientas, que miden las reacciones no conscientes de forma cuantitativa y permiten conocer mejor al usuario.<\/p>\n<p>En ese sentido, <a href=\"https:\/\/thevalley.es\/\"><strong>The Valley<\/strong><\/a>, junto a<strong> Optimyzet<\/strong>, ha analizado <a href=\"https:\/\/ipmark.com\/marketing\/\">las ventajas del neuromarketin<\/a>g, enfoc\u00e1ndose en el v\u00ednculo emocional del cliente y la medici\u00f3n de sus reacciones inconscientes. Los datos muestran a un actual usuario multicanal que cambia de dispositivo a lo largo de la compra online, de hecho, un <strong>67% de las adquisiciones<\/strong> <strong>digitales<\/strong> inician en un dispositivo y finalizan en otro, lo que crea una nueva realidad lo que plantea nuevos retos para la marcas.<\/p>\n<p>Este nuevo usuario demanda <strong>rapidez, consistencia y amabilidad <\/strong>por parte de una marca a lo largo del <strong>customer journey<\/strong> para mejorar su experiencia de cliente. Por ello, las t\u00e9cnicas <a href=\"https:\/\/ipmark.com\/neuromarketing-combinacion-producto-voz-publicidad\/\">neuromarketing <\/a>juegan un papel fundamental durante el viaje del cliente porque ayudan a descifrar c\u00f3mo cada usuario construye la relaci\u00f3n con una marca en funci\u00f3n de lo que su cerebro percibe en cada una de las fases.\u00a0La neurociencia abarcar\u00eda la mayor\u00eda de las reacciones del usuario durante su viaje de compra, frente al <strong>5% posible con t\u00e9cnicas tradicionales de marketing.\u00a0<\/strong><\/p>\n<p>No hay una sola t\u00e9cnica, hay <strong>diferentes herramientas<\/strong> disponibles para lar marcas para completar la relaci\u00f3n m\u00e1s instintiva de un consumidor con la marca:<\/p>\n<p><strong>-Electroencefalograma<\/strong>: aporta informaci\u00f3n sobre la actividad cerebral y las emociones que se registran.<br \/>\n<strong>-Biom\u00e9trica:<\/strong> accede a la parte m\u00e1s afectiva de la mente.<br \/>\n<strong>-Pupilometr\u00eda:<\/strong> incide en el impacto emocional de las im\u00e1genes.<br \/>\n<strong>-Eye-tracking:<\/strong> examina el recorrido de la mirada de los usuarios.<\/p>\n<p>Estas tecnolog\u00edas permiten obtener una nueva capa de informaci\u00f3n basada en el an\u00e1lisis <strong>emocional y cognitivo<\/strong>, que descifran los sentimientos del usuario cuando interact\u00faa con una marca. El neuromarketing otorga a las empresas trae a las empresas nuevas posibilidades para aumentar <strong>la fidelizaci\u00f3n, entender sus expectativas<\/strong> y mejorar los \u00edndices de <strong>compra<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las t\u00e9cnicas de marketing han ido evolucionado a lo largo de los a\u00f1os.\u00a0Los avances tecnol\u00f3gicos han facilitado el desarrollo de<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[519],"class_list":["post-78995","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-neuromarketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La neurociencia, al servicio del marketing - IPMARK<\/title>\n<meta name=\"description\" content=\"El neuromarketing profundiza en los niveles de emoci\u00f3n, atenci\u00f3n y memoria, a trav\u00e9s de diferentes herramientas que miden las reacciones no consciente.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=78995\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La neurociencia, al servicio del marketing - 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