{"id":683,"date":"2016-06-28T14:08:12","date_gmt":"2016-06-28T17:08:12","guid":{"rendered":"http:\/\/www.temperim.com\/blog\/?p=683"},"modified":"2021-05-19T13:54:46","modified_gmt":"2021-05-19T16:54:46","slug":"neuromarketing-a-arte-de-emocionar-e-cativar-o-consumidor","status":"publish","type":"post","link":"https:\/\/temperim.com\/blog\/neuromarketing-a-arte-de-emocionar-e-cativar-o-consumidor\/","title":{"rendered":"Neuromarketing: A arte de emocionar e cativar o consumidor"},"content":{"rendered":"<p style=\"text-align: justify;\">O <em><strong>neuromarketing<\/strong> <\/em>ainda engatinha no mercado brasileiro e, certamente, ir\u00e1 ganhar mais espa\u00e7o nos pr\u00f3ximos anos com o avan\u00e7o tecnol\u00f3gico.<\/p>\n<p style=\"text-align: justify;\">H\u00e1 um consenso de que as pessoas nunca consumiram tanta informa\u00e7\u00e3o quanto atualmente. Uma pesquisa do Google, por exemplo, mostra que 63 milh\u00f5es de brasileiros utilizam duas telas para acessar diferentes conte\u00fados ao mesmo tempo, enquanto que 30 milh\u00f5es est\u00e3o conectados a tr\u00eas dispositivos.<!--more--> Com tantos dados dispon\u00edveis, os usu\u00e1rios conseguem pesquisar e tomar decis\u00f5es conscientes na hora de comprar, certo? Nem sempre. Informa\u00e7\u00f5es impl\u00edcitas e \u201cescondidas\u201d em nosso inconsciente s\u00e3o fatores decisivos na hora de adquirir algum item e faz crescer o interesse das empresas pela uni\u00e3o do marketing com a ci\u00eancia, o <em>neuromarketing<\/em>.<\/p>\n<p style=\"text-align: justify;\">O conceito considera as respostas dos consumidores diante dos esfor\u00e7os de marketing e at\u00e9 mesmo as pr\u00f3prias escolhas como frutos de uma s\u00e9rie de processos neurobiol\u00f3gicos. Ou seja, n\u00e3o h\u00e1 uma \u00fanica regi\u00e3o do c\u00e9rebro respons\u00e1vel pela tomada de decis\u00f5es das pessoas. Nesse ponto, ele vai al\u00e9m do behavioral marketing, pois algumas t\u00e9cnicas da neuroci\u00eancia podem complementar an\u00e1lises mais tradicionais e oferecer um entendimento assertivo do perfil dos clientes. O objetivo, agora, \u00e9 chamar a aten\u00e7\u00e3o, ativar a mem\u00f3ria e emocionar o usu\u00e1rio.<\/p>\n<p style=\"text-align: justify;\">Dessa forma, os profissionais de marketing precisam decifrar estes processos autom\u00e1ticos, geralmente tomados de forma inconsciente e n\u00e3o intencional, para conseguir destacar sua marca e\/ou o produto na prefer\u00eancia do consumidor. S\u00e3o estas informa\u00e7\u00f5es escondidas que ir\u00e3o determinar a tomada de decis\u00e3o: uma pesquisa da Universidade de Harvard aponta que 95% das nossas escolhas na hora de adquirir um item levam em conta apenas as nossas sensa\u00e7\u00f5es.<\/p>\n<p style=\"text-align: justify;\">Por mais que n\u00e3o exista um consenso sobre a quantidade de informa\u00e7\u00f5es impl\u00edcitas em um ser humano, especialistas estimam que o c\u00e9rebro receba aproximadamente 11 milh\u00f5es de bits de dados sensoriais por segundo. Contudo, a consci\u00eancia consegue processar apenas 50 bits por segundo \u2013 ainda bem, pois sen\u00e3o ter\u00edamos que decidir a cada segundo quest\u00f5es como bombeamento de sangue e respira\u00e7\u00e3o.<\/p>\n<p style=\"text-align: justify;\">Estudos comprovam que o consumidor aciona seus sentimentos, que nada mais s\u00e3o do que essas informa\u00e7\u00f5es impl\u00edcitas, antes de sua delibera\u00e7\u00e3o sobre a compra de algum produto. Isso acontece por uma s\u00e9rie de gatilhos que, ao longo do tempo, se formam em nosso sistema de aten\u00e7\u00e3o e mem\u00f3ria.<\/p>\n<p style=\"text-align: justify;\">Assim, as empresas precisam se aproximar de seu p\u00fablico-alvo para criar gatilhos que representem boas lembran\u00e7as em um processo de compra. A principal t\u00e1tica para isso \u00e9 a personaliza\u00e7\u00e3o de conte\u00fado, oferecendo a informa\u00e7\u00e3o que cada indiv\u00edduo busca naquele momento. Al\u00e9m disso, existem ferramentas que coletam dados neurol\u00f3gicos para campanhas futuras, como o <em>eye-tracking<\/em> (que rastreia os olhos do consumidor em uma p\u00e1gina na web) e o mapa de calor, que mostra o caminho tra\u00e7ado pela pessoa dentro de um site.<\/p>\n<p style=\"text-align: justify;\">O <em>neuromarketing<\/em> ainda engatinha no mercado brasileiro e, certamente, ir\u00e1 ganhar mais espa\u00e7o nos pr\u00f3ximos anos com o avan\u00e7o tecnol\u00f3gico. Contudo, um ponto \u00e9 certo: o conceito complementa e auxilia outras ferramentas de marketing na constru\u00e7\u00e3o de uma campanha assertiva e eficiente. Por mais inovador que um assunto possa parecer, n\u00e3o h\u00e1 solu\u00e7\u00f5es milagrosas no marketing: \u00e9 preciso trabalhar em conjunto para tirar proveito de todas as informa\u00e7\u00f5es que uma empresa pode ter de seus consumidores.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\"><em>Fonte: Portal Administradores<\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O neuromarketing ainda engatinha no mercado brasileiro e, certamente, ir\u00e1 ganhar mais espa\u00e7o nos pr\u00f3ximos anos com o avan\u00e7o tecnol\u00f3gico. H\u00e1 um consenso de que as pessoas nunca consumiram tanta informa\u00e7\u00e3o quanto atualmente. Uma pesquisa do Google, por exemplo, mostra que 63 milh\u00f5es de brasileiros utilizam duas telas para acessar diferentes conte\u00fados ao mesmo tempo, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":684,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,54],"tags":[180,55,179],"class_list":["post-683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dica-do-chef","category-fique-por-dentro","tag-consumidor","tag-marketing","tag-neuromarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neuromarketing: A arte de emocionar e cativar o consumidor<\/title>\n<meta name=\"description\" content=\"O neuromarketing ainda engatinha no mercado brasileiro e, certamente, ir\u00e1 ganhar mais espa\u00e7o nos pr\u00f3ximos anos com o avan\u00e7o 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