Websites And Persuasive Advertising, Profitable for SEM [Convinced-To-Buy]

It is the demonstrative advertising that aims the conviction of client about the superiority of company brands versus competing brands. Using concrete arguments / rational, it becomes a very important stage of the competition, when the company's goal is to attract a selective request for a specific brand. Persuasive advertising is increasingly becoming a comparative advertising, online media channel allowing the best viewing argumentation and brand. Most commercials perform such functions, such as inducing or encouraging reorientation of consumer preferences to a particular brand (looking to increase demand); change the perception of buyers on product attributes; seek to persuade buyers to purchase the product immediately.

Search engine marketing (SEM) is successful if you use appropriate keywords and write persuasive ads.

About neuromarketing and consumer mind understanding (Q & A session)


The common general perception about neuromarketing forward is that this is the method by which man can penetrate marketing in the consumer mind finding out what it thinks or wants from its product. Neuromarketing is emerging around discussions on ethics of this practice and persuasive about its potential.


Q: Why should a customer choose a neuroscience methodology when the opportunity presents itself? What can we reveal better neuromarketing?

A: Honestly, there are many reasons to incorporate methods of neuroscience research in more traditional types, but also to replace some outdated research methodologies with some related to neuroscience. First, type neuro methods can more easily avoid the so-called answers of "social approval" - automatic reactions they measure less controlled and to a certain extent and unconscious. It represents a unique opportunity to discover the real attitudes of consumers, not just the views of the politically correct. Secondly, neuroscience allows us to understand the reactions that are difficult to put into words - such as eye movements, brain reactions and so on. As a result, we can better understand not only what is happening but also why this happens and what's causing consumer reaction. Third, related to neuroscience methods - especially the latest - respondents are more pleasing and this makes it more attractive and interesting interview. Fourth ... may list dozens of reasons, but the best thing is to try and see ...


Q: Can you give us some examples of the types of responses related to brand interaction with consumers that neuroscience may offer?

A: The methods related to neuroscience we can reveal hidden attitudes of consumers towards the brand compared to brands and our competitors. These results are sometimes amazing, especially when you find out, for example, the reason for choosing a brand has nothing to do with the preference for that brand or product, but the rejection hidden competitor, which has not surfaced by methods more traditional.

The various methods of neuroscience can offer several tips for more effective communication products and logos in magazines or on TV, improving packaging various products, or even recommendations for transforming the website brand into a more user-friendly.


Q: What kind of things do you hope / discover in the coming years due to the use of neuroscience approach?

A: This area of ​​research is changing very fast and highly dependent on the latest discoveries in science and neurobiology of cognitive psychology. So it's not easy to guess. In any case, we can be sure that in the next few years we will have access to better instruments, better measurement tools and methodologies less expensive. It is also expected that we will have access to complementary methods developed declarative methods, sample type, and the benchmarks and norms for different methods. These things make us more trustworthy studies, which can be interpreted with greater precision than today.


Q: What environment is considered more engaging and persuasive greatest potential? (Tv, radio, online, outdoor, etc.)

A: Probably most marketers and researchers expect online advertising to become the most engaging in the near future. However, TV is still seen as important, expensive and powerful medium with the greatest ability to attract and focus one's attention. New methods available to measure advertising on TV are always welcome, but we already have at least a few well-developed methods. Measuring the effects of outdoor site is still one of the biggest challenges of marketing research companies because an accurate measurement is very difficult in this case.


Q: In your opinion, what combination of visual elements in an advertisement would convince a consumer to buy the product?

A: Clearly, the question of how ads are developed is much more complicated than that and just impossible to reduce this issue. First - for hundreds of years, everyone was interested in advertising perceive as a communication process with many functions: informative, engagement, persuasion, etc. This requires setting in which to consider all of these functions. Each advertisement - no matter if it's on TV, in newspapers, online and on radio - should be well understood, a correct decoding of the main messages. Every advertisement should involve consumers and the emotionally - mostly in a positive style, though sometimes negative and engagement deserves consideration. Certainly, every advertisement should communicate relevant messages, credible but also contain branding. Methods such as eye-tracking website tell us how to compose layouts press or outdoors in terms of positioning logo, text and images and so on. We rely on knowledge about brain hemispheres and functional differences, and we can compose these materials more efficiently. EEG developed methods for measuring quality TV commercials can inspire us to reconstruct advertising - to change the order or sequence to delete something from one spot, for example.


Q: What are the limits neuromarketing?

A: Neuromarketing is a tool - very sophisticated and well-crafted, yet is not a miracle. There's no black box complete understanding of the mind of the consumer, no single method for a greater persuasion. Neuromarketing is often useless without declarative studies, and studies declarative without neuroscientific methods are also only partially useful. There is no way (yet) to learn all about what the consumer thinks; We can describe them thinking in terms of positive or negative emotions, engagement and meaning mentally but not thinking. In fact, there are several limitations to this method, but the good news is that those limitations are clearly identified.