The role of Neuromarketing in Branded Content

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Repetition and patterning bore the brain. Reflection is much deeper, but the result is that simple. The brain loves innovation, novelty that is not dangerous, that which it considers a stimulus.

In this way, everything that is part of the daily landscape and that is repetitive does not attract the attention of our brain. There are too many stimuli that we do not identify on a conscious level, stimuli that would otherwise influence our sensations, feelings, thoughts, emotions, actions and even relationships, but neuroscience has revealed that this is not entirely true. A multitude of stimuli reach our senses and are internalized from a level below consciousness, they influence us and evoke emotional states.

The concept of "below consciousness" triggers some fear levers in some people, but beyond night terrors, it simply means that the brain processes things through other pathways that, due to the integrity of the system itself, do not have to be elevated to continuous consciousness. Most of these stimuli that reach us are identifiable if we perform an exercise of mindfulness, but this does not happen in everyday life.

In this way we have become accustomed to seeing advertisements, publicity, repetitive formats, volume increases when an advertisement appears, repetitive and hackneyed systems, just like the leaflet that is handed to you on the street and ends up in the trash. Brands are on a wild quest to attract attention, excite and remain in the memory of their all mp mobile number list 2024 potential consumers, and for this reason they are exploring new paths.

In this regard, neuroscience in 2014 considers Branded Content to be an effective strategy, "understanding what your clients need and delivering it without bothering them, within a context that is capable of attracting attention without being repetitive."

Having a "Brand" is essential, as is determining the appropriate "content". From a neuroscientific tools point of view, issues such as:

It has been my brand quite visualized, or just the concept.
Make my spot stand out in an advertising grid.
My Content is linked to the Brand.
Emotionally connects Content, Brand, and both.
What perceptions are there of my Brand within that content?
Brand, Content, and both remain in memory. In short-term, medium-term, and long-term memory.
It activates brain waves of relaxation or awakens fear.
You connect with your viewer in the Smartphone, Tablet, etc. format.
A debate recently arose with a TV executive, in short, he argued that his content was not so emotional, the scientific team's response was clear "everything has a greater or lesser emotional charge, this charge determines the attentional link and what remains in the memory"

Content is thus emerging as an important strategic value, and some statistics, such as those from News Cred, refute this.

78% of marketing directors believe personalized content is the future of marketing.
79% of marketers say their companies are already moving to the "branded content" formula.
72% of marketers believe that branded content is more effective than advertising in traditional magazines, and 69% believe that this formula is more effective than postal mailing and public relations.
86% of B2C marketers already use content marketing and 91% of B2B marketers also rely on a lot of formula marketing.
Companies that blog more than 15 times a month get 5 times more traffic than companies that don't blog.
99% of people who share content through social media do so across multiple platforms.
In 2013, $118.4 billion will be invested in content, video and social media marketing.
55% of B2C marketers intend to increase their investment in branded content.
Thus, in the advertising bombardment with numerous sensory expressions captured by our retinas, ears and nerve cells specialized in tactile and olfactory information, the decision of whether to pay attention or not and store the sensory information is made by the hippocampus.

The hippocampus is selective because:

You are more interested in the vivid and prominent than the ordinary. This attracts more attention. Thus, the prominent refers to information that stands out in contrast to other information. So, sometimes, in flashy environments, the discrete can be more noticeable.
It prefers information relative to what we already know, so it uses the neural networks connected by past experience to capture new information. That is why we are more aware of what suits our tastes and beliefs. The variation of experiences makes us retain new sensations.
In this way, a Branded Content strategy that wants to approach neuroscientific concepts without having to carry out a detailed and in-depth study must not forget these concepts.