The lecturer on digital strategy and the speaker at the latest session of EAE’s Focused Program, Gustavo Rojas, analysed the capacity of neuromarketing to generate value in the actions taken by companies within the framework of the relations between the organization and consumers. In the behavioural expert’s opinion, neuromarketing is based on the optimization of efficiency in consumption and its capacity to create real experiences. As such, if the digital experience is satisfactory, we gain a better understanding of how to leave a certain imprint and construct satisfactory digital experiences for consumers.
Gustavo Rojas combines his teaching duties with his professional activities in Chile, where he is the Director of UX and the Neuromarketing Laboratory at Banco Bci. As far as Rojas is concerned, “neuromarketing is not science fiction, but rather a knowledge base that makes a real contribution to companies that involves gaining greater understanding of their customers to be able to optimize their behaviour through any channel, whether it be digital of physical”. In short, it consists of optimizing efficiency in consumption to create real experiences.
In Gustavo Rojas’s opinion, neuromarketing is based on the consumer’s personal experiences and learning. Moreover, neuromarketing is a science that strives to go beyond common sense by penetrating the unconscious mind in order to gain a real understanding of why people consume and how to make people’s digital relations are both intuitive and a natural part of their lives.
Gustavo Rojas places empathy at the heart of the story that we “produce and evoke”. “To make our sales empathic, we need force in our sales”, explained Rojas, who described the decision factor as something complex as it is sometimes hard to verbalize. In the lecturer’s opinion, neuromarketing has to be smart. The purpose of empathy is to put the person into a trust funnel so that they become integrated within the brand’s learning channel, rather than imposing it on them, and so the brand is secured for future purchases. “We strive to generate empathy to etch positive emotional imprints so that the consumer comes back to us and also connects with the brand” explained Gustavo Rojas, adding that “the end result that we are looking for is total satisfaction: positive emotional imprints for the consumer with respect to the brand.
During the session, the digital strategy expert analysed the value of the experience, usability interpreted from the perspective of neuroscience and the separation between the conscious and subconscious part of shopping relations. Based on this knowledge and understanding of the consumer, designing digital experiences is the result of the relevance of the context, the moments, ubiquitous consumption and understanding the experience as a whole.
Gustavo Rojas recommended optimizing each stage of consumer behaviour, whether it be digital or otherwise. When he talks of neuromarketing applied to the digital experience, the behavioural expert is referring to the cognitive journey that the consumer makes. This journey-based model encompasses the following stages in the purchasing relationship: attraction, exploration, choosing, purchase, observation, receiving and leaving. At each stage, frictions are generated and it is necessary to identify the different channels as consumption spaces related to the purchase.
“Technology helps us to create the suitable product to satisfy these customer needs”, but in a previous phase, we have to think about ensuring that they are efficient and effective, striving to achieve this final satisfaction. When people shop on a website, we have to take chatbots and online services into account as influencers in the final purchasing decision. They contribute towards empathy and lead the customer to action through interaction.
The speaker on EAE’s Focused Program explained that consumers follow certain patterns of behaviour that are more or less fixed, which we have to know beforehand. “If you work through the narrative with quantitative and analytical research, you can connect with the consumer”. Specifically, in the digital world, we work a great deal with the architecture of the information. Therefore, “if I know how the content is structured, it is easier for me to set enticements for the customer, grab the consumer’s attention and empathize with them”. Full satisfaction in the digital experience is a matter of ensuring interaction with interfaces that facilitate the fulfilment of needs throughout a long journey: website, mobile, virtual storefront and call centre.