{"id":1829,"date":"2016-04-13T19:15:21","date_gmt":"2016-04-13T18:15:21","guid":{"rendered":"http:\/\/psicopico.com\/?p=1829"},"modified":"2020-12-11T14:29:30","modified_gmt":"2020-12-11T13:29:30","slug":"que-es-el-neuromarketing","status":"publish","type":"post","link":"https:\/\/psicopico.com\/gl\/que-es-el-neuromarketing\/","title":{"rendered":"Que \u00e9 o neuromarketing?"},"content":{"rendered":"Cando me preguntan sobre as sa\u00eddas da carreira de psicolox\u00eda a xente ad\u00f3itaa encasillar demasiado cos problemas de sa\u00fade ou cl\u00ednicos. O certo \u00e9 que existen multitude de sa\u00eddas despois de estudar a carreira de psicolox\u00eda a parte da rama sanitaria ou cl\u00ednica. A educaci\u00f3n ou formaci\u00f3n, o deporte, os recursos humanos, a intervenci\u00f3n social, \u00a0a prevenci\u00f3n de riscos laborais, o tr\u00e1fico, o asesoramento persoal, a investigaci\u00f3n e a rama empresarial da mercadotecnia e a publicidade. Dentro desta \u00faltima, a psicolox\u00eda do consumidor e como se comporta este ante os est\u00edmulos que percibe son parte da disciplina obxecto deste artigo: o neuromarketing.<\/p>\n

\u00cdndice<\/p>\n

    \n
  1. Que \u00e9 o neuromarketing?<\/li>\n
  2. A evoluci\u00f3n da mercadotecnia cara ao neuromarketing<\/li>\n
  3. Obxectivos do neuromarketing<\/li>\n
  4. Aplicaci\u00f3ns do neuromarketing<\/li>\n
  5. Perfil profesional do neuromarketing: Que te\u00f1o que estudar para traballar en neuromarketing?<\/li>\n<\/ol>\n

    Que \u00e9 o neuromarketing?<\/strong><\/h3>\n
    Neurociencia + T\u00e9cnicas de Mercadotecnia = Neuromarketing<\/div>\n

    O neuromarketing \u00e9 unha incipiente \u00e1rea de co\u00f1ecemento froito da conxunci\u00f3n dos estudos da neurociencia e as t\u00e9cnicas de mercadotecnia. Como ocorre coa maior\u00eda de conceptos, non existe unha \u00fanica definici\u00f3n v\u00e1lida, pero todas resaltan que o neuromarketing persegue mellorar as estratexias de mercadotecnia a trav\u00e9s do estudo do comportamento do consumidor mediante m\u00e9todos neurocient\u00edficos.<\/p>\n

    O neuromarketing trata de identificar a actividade cerebral involucrada en cada comportamento do cliente, desde a elecci\u00f3n do produto e a s\u00faa compra at\u00e9 o procesamiento e interpretaci\u00f3n das mensaxes publicitarias. O principal obxectivo destes estudos son tentar predicir nalgunha medida, a conduta do consumidor e a relaci\u00f3n deste coa marca.<\/p>\n

    Obxectivos do neuromarketing<\/h4>\n

    Os obxectivos espec\u00edficos do neuromarketing son os seguintes:<\/p>\n

      \n
    • Co\u00f1ecer como o sistema nervioso humano recibe, codifica, almacena e recupera a informaci\u00f3n proveniente dos est\u00edmulos.<\/li>\n
    • Comprobar a efectividade das mensaxes publicitarias.<\/li>\n
    • Obter datos que orienten sobre a mellor elecci\u00f3n dos formatos que permitan unha maior conexi\u00f3n emocional co consumidor.<\/li>\n
    • Predicir a conduta do consumidor a partir de estudos cient\u00edficos.<\/li>\n
    • Mellorar a planificaci\u00f3n e desenvolvemento de todos os aspectos da mercadotecnia: comunicaci\u00f3n, produto, prezo, promoci\u00f3n, etc …<\/li>\n
    • Co\u00f1ecer as verdadeiras necesidades do consumidor para axustar a estratexia de mercadotecnia da marca.<\/li>\n
    • Para estudar os procesos cerebrais do consumidor, o neuromarketing fai uso de t\u00e9cnicas e tecnolox\u00edas neurocient\u00edficas e m\u00e9todos experimentais. Con gran frecuencia util\u00edzase a neuroimagen, a manipulaci\u00f3n farmacol\u00f3xica, as t\u00e9cnicas psicof\u00edsicas ou probas psicol\u00f3xicas para estudar procesos psicol\u00f3xicos b\u00e1sicos como a atenci\u00f3n, a memoria, a aprendizaxe ou a emoci\u00f3n, entre outros.<\/li>\n<\/ul>\n

      As\u00ed, por exemplo, \u00e9 posible delimitar mellor como o consumidor toma a decisi\u00f3n de compra, por que prefire unha marca sobre outra ou con que factores relaci\u00f3nase a fidelidade \u00e1 marca.<\/p>\n

      A evoluci\u00f3n da mercadotecnia cara ao neuromarketing.<\/h3>\n

      No ano 2001, Kotler, propuxo o catro alicerces b\u00e1sicos da mercadotecnia mix, chamadas as 4P’s (Produto, Prezo, Praza e Promoci\u00f3n) que supu\u00f1an unhas estratexias baseadas no produto (mercadotecnia transaccional). Con todo nos \u00faltimos anos a corrente que colleu maior forza \u00e9 a da mercadotecnia relacional, baseado nas experiencias do consumidor. Coas 4P’s deixaron paso \u00e1s 4C’s: Cliente, Custo, Conveniencia e Comunicaci\u00f3n (Lauterborn, 2000).<\/p>\n

      Evoluci\u00f3n das 4P’s \u00e1s 4C’s.<\/strong><\/p>\n

        \n
      • Produto por Cliente. Agora o cliente \u00e9 o importante. Co\u00f1ecer as s\u00faas emoci\u00f3ns dar\u00e1 lugar \u00e1 mercadotecnia mix emocional.<\/li>\n
      • Prezo por Custo. O prezo do produto non s\u00f3 \u00e9 o importante sen\u00f3n tam\u00e9n o custo de conseguilo e gozalo.<\/li>\n
      • Praza por Conveniencia. As estratexias c\u00e9ntranse no que o cliente necesita e as s\u00faas preferencias do cliente polos lugares onde situalo. Si, os chicles est\u00e1n nas caixas de sa\u00edda dos grandes supermercados por algo.<\/li>\n
      • Promocion por Comunicaci\u00f3n. Non s\u00f3 hai que fixarse na mera publicidade directa sen\u00f3n nas relaci\u00f3ns de comunicaci\u00f3n bidireccionales, a boca a boca e as opini\u00f3ns dos clientes. S\u00f3 hai que mirar a cantidade de haters que hai en internet.<\/li>\n<\/ul>\n

        Aplicaci\u00f3ns do neuromarketing<\/h3>\n
          \n
        • Medir as motivaci\u00f3ns e emoci\u00f3ns que xeran un proceso de toma de decisi\u00f3ns (de compra).<\/li>\n
        • Se combinamos o anterior coa actitude e o procesamiento da informaci\u00f3n poderemos predicir o comportamento do consumidor.<\/li>\n
        • Probar novos conceptos de produto antes de sacalos ao mercado.<\/li>\n
        • Validar escalas de cuestionarios. Mediante as t\u00e9cnicas de neuromarketing pod\u00e9devos ampliar a fiabilidade dos cuestionarios que se realizan aos consumidores ou clientes potenciais.<\/li>\n
        • Dese\u00f1o de establecementos comerciais f\u00edsicos ou virtuais optimizando o percorrido do consumidor e a experiencia do proceso de compra (path-to-purchase).<\/li>\n
        • Copy testing de anuncios. Predicir a a eficacia dos anuncios publicitarios.<\/li>\n
        • Neuromarketing pol\u00edtico. Estudar o contido e a transmisi\u00f3n das mensaxes emitidas para apelar \u00e1s emoci\u00f3ns dos potenciais votantes e propiciar o voto favorable.<\/li>\n
        • Packaging. Dese\u00f1o dos envoltorios e embalaxes dos produtos<\/li>\n<\/ul>\n

          Perfil Profesional: Que te\u00f1o que estudar para traballar en neuromarketing?<\/h3>\n

          Como todo, a elecci\u00f3n depende de cada persoa particular, os seus gustos, destrezas e obxectivos. Ademais, as consultoras de neuromarketing adoita ser multidisciplinares e o seu grupo de traballo compono persoas de diferente \u00e1mbito. As principais ramas de acceso a esta profesional, a\u00ednda non regulada, poden ser:<\/p>\n

          Carreiras de base cient\u00edfica<\/strong><\/p>\n

          Todas aquelas carreiras universitarias que te\u00f1an a neurociencia como base de estudo e con formaci\u00f3n espec\u00edfica en tecnolox\u00edas de imaxe cerebral, que permita ter certa experiencia a realizaci\u00f3n e an\u00e1lise de estudos de EEG (electroencefalograf\u00eda) e fMRIU (imaxe de resonancia magn\u00e9tica funcional). A neurociencia \u00e9 o estudo do sistema nervioso co cal, se estudaches medicamento ou psicolox\u00eda vas no cami\u00f1o correcto para facer alg\u00fan m\u00e1ster ou posgrao relacionado. Visto as\u00ed, poderiamos dicir que o ideal ser\u00eda facer un doutoramento en neurociencias ou similar, xa que son os que realizan este tipo de investigaci\u00f3ns, pero non te asustes, neces\u00edtanse tam\u00e9n persoas sen este alto nivel de co\u00f1ecemento pero que si saiban usar outras tecnolox\u00edas m\u00e1is sinxelas como o eye-tracking (ver foto). De feito, co avance da tecnolox\u00eda cada vez far\u00e1 menos falta un persoal altamente cualificado para o manexo destas ferramentas e o posterior desenvolvemento dos estudos.<\/p>\n

          Carreiras con base de mercadotecnia<\/strong><\/p>\n

          As carreiras relacionadas cos negocios, a econom\u00eda, a publicidade, a comunicaci\u00f3n ou o comportamento do consumidor poden atopar boas oportunidades no neuromarketing. Se estudaches Administraci\u00f3n e Direcci\u00f3n de Empresas, Econom\u00eda, Publicidade, Mercadotecnia, Comunicaci\u00f3n ou mesmo psicolox\u00eda tam\u00e9n vas polo bo cami\u00f1o. Iso si, ao terminar hai que especializarse en programas de psicolox\u00eda ou neurociencia (ou directamente en programas de neuromarketing).<\/p>\n

          Carreiras relacionadas coa an\u00e1lise de datos.<\/strong><\/p>\n

          Independentemente da formaci\u00f3n de base que se pos\u00faa, \u00e9 importante o co\u00f1ecemento dos procedementos de an\u00e1lises de datos derivados dos estudos cient\u00edficos ou provenientes do \u00e1mbito empresarial. Normalmente nas carreiras de vinculadas \u00e1 econom\u00eda e a psicolox\u00eda existen materias de estat\u00edstica co cal tam\u00e9n pode ser que vaias por bo cami\u00f1o, pero aqu\u00ed incluiremos aos que estudasen directamente a carreira de estat\u00edstica ou mesmo algunhas enxe\u00f1ar\u00edas, como a inform\u00e1tica. O tratamento da informaci\u00f3n \u00e9 clave xa que vivimos na era do “Big Data” e hai que sabelos interpretar.<\/p>\n

          E con isto termino esta breve introduci\u00f3n sobre o que \u00e9 o neuromarketing como posible sa\u00edda profesional para aquelas persoas que te\u00f1an certa inquietude polo comportamento humano nesta era do consumo masivo.<\/p>\n

           ","protected":false},"excerpt":{"rendered":"

          Cando me preguntan sobre as sa\u00eddas da carreira de psicolox\u00eda a xente ad\u00f3itaa encasillar demasiado cos problemas de sa\u00fade ou cl\u00ednicos. O certo \u00e9 que existen multitude de sa\u00eddas despois de estudar a carreira de psicolox\u00eda a parte da rama sanitaria ou cl\u00ednica. A educaci\u00f3n ou formaci\u00f3n, o deporte, os recursos humanos, a intervenci\u00f3n social, […]<\/p>\n","protected":false},"author":1,"featured_media":1838,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":""},"categories":[611,24,26],"tags":[272,273,10,275,235,11,274],"class_list":["post-1829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economia","category-neuromarketing","category-organizaciones","tag-eye-tracking","tag-heat-map","tag-marketing","tag-neurociencia","tag-neuromarketing","tag-psicologia","tag-salidas-profesionales"],"yoast_head":"\nQue \u00e9 o neuromarketing? - PsicoPico<\/title>\n<meta name=\"description\" content=\"El neuromarketing es una nueva rama profesional que vincula la neurociencia con el marketing para conocer los comportamientos y psicolog\u00eda del consumidor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/psicopico.com\/que-es-el-neuromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Que \u00e9 o neuromarketing? - PsicoPico\" \/>\n<meta property=\"og:description\" content=\"El neuromarketing es una nueva rama profesional que vincula la neurociencia con el marketing para conocer los comportamientos y psicolog\u00eda del consumidor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/psicopico.com\/que-es-el-neuromarketing\/\" \/>\n<meta property=\"og:site_name\" content=\"PsicoPico\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/es-la.facebook.com\/psicopicopsicologia\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/psicopicopsicologia\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-13T18:15:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-11T13:29:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i1.wp.com\/psicopico.com\/wp-content\/uploads\/2016\/04\/que-es-neuromarketing.jpg?fit=1280%2C852&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"852\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Iv\u00e1n Pico\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@psicopico\" \/>\n<meta name=\"twitter:site\" content=\"@psicopico\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Iv\u00e1n Pico\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"19 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/\"},\"author\":{\"name\":\"Iv\u00e1n Pico\",\"@id\":\"https:\\\/\\\/psicopico.com\\\/#\\\/schema\\\/person\\\/e90a6b8840bf0a67abfaa95093cbda44\"},\"headline\":\"Que \u00e9 o neuromarketing?\",\"datePublished\":\"2016-04-13T18:15:21+00:00\",\"dateModified\":\"2020-12-11T13:29:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/\"},\"wordCount\":3734,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/psicopico.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/psicopico.com\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/que-es-neuromarketing.jpg?fit=1280%2C852&ssl=1\",\"keywords\":[\"eye-tracking\",\"heat map\",\"M\u00e1rketing\",\"neurociencia\",\"neuromarketing\",\"Psicolox\u00eda\",\"salidas profesionales\"],\"articleSection\":[\"Econom\u00eda\",\"Neuromarketing\",\"Organizaci\u00f3ns\"],\"inLanguage\":\"gal-GAL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/#respond\"]}]},{\"@type\":[\"WebPage\",\"ItemPage\"],\"@id\":\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/\",\"url\":\"https:\\\/\\\/psicopico.com\\\/que-es-el-neuromarketing\\\/\",\"name\":\"Que \u00e9 o neuromarketing? 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