Neuromarketing como estrategia comercial aplicada en canales digitales y redes sociales para el fortalecimiento de marca

Abstract

In this article, the objective is to describe how Neuromarketing allows to identify techniques to strengthen the brand in digital channels and social networks. To do this, the following research question is defined: How to strengthen the brand, in digital channels and social networks, using Neuromarketing as a commercial strategy? 1The deeply-rooted methodology will have a qualitative design, where its approach is mixed, taking as a reference publications from 2009 to 2019 through documentary analysis and where the epicenter of the case is the Colombian one. The main results show that in Colombia the few companies that have applied Neuromarketing are clear success stories, where dairy beverages, the textile industry and meat products, mass consumer products and the automotive sector are found in this group. By way of conclusions we have that buyers when responding to stimuli in their brain choose to acquire a product and / or service in a thoughtless way. Regarding the digital channel and social network to be used for this purpose of consolidating the brand depends to a large extent on what the organization requests and the impact that it wants to project on users. Additionally, some recommendations are established on the proper use of social networks and digital channels established by companies, to obtain better use of them and to attract the attention of more customers and consumers of their products or services. From this, the need to incorporate the Neuromarketing technique in the Marketing area is evident. In addition, to understand that the digital channel, social networks and technology act together, but in the same way to entrepreneurs, contributing to improvements in the short, medium and long term.