{"id":2161,"date":"2018-05-15T00:00:00","date_gmt":"2018-05-15T00:00:00","guid":{"rendered":"https:\/\/frskonew.tempurl.host\/2018\/05\/15\/neuromarketing-digital-cuando-dos-poderosas-disciplinas-se-combinan\/"},"modified":"2018-05-15T00:00:00","modified_gmt":"2018-05-15T00:00:00","slug":"neuromarketing-digital-cuando-dos-poderosas-disciplinas-se-combinan","status":"publish","type":"post","link":"https:\/\/frsko.com\/recursos\/neuromarketing-digital-cuando-dos-poderosas-disciplinas-se-combinan\/","title":{"rendered":"Neuromarketing Digital: Cuando dos poderosas disciplinas se combinan."},"content":{"rendered":"

[et_pb_section fb_built=\u00bb1″ custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb3.22″ custom_padding=\u00bb25px|0px|0|0px|false|false\u00bb custom_padding_tablet=\u00bb0px||\u00bb][et_pb_row custom_padding=\u00bb27px|0px|0|0px|false|false\u00bb custom_padding_tablet=\u00bb0px||\u00bb custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb3.22″ width=\u00bb92%\u00bb max_width=\u00bb92%\u00bb use_custom_width=\u00bbon\u00bb width_unit=\u00bboff\u00bb custom_width_percent=\u00bb92%\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb3.21.4″][et_pb_text _builder_version=\u00bb3.22.2″ text_font=\u00bb||||||||\u00bb link_font=\u00bb|600|||||||\u00bb link_text_color=\u00bb#232b2b\u00bb border_width_bottom=\u00bb2px\u00bb max_width=\u00bb17%\u00bb max_width_tablet=\u00bb55%\u00bb max_width_phone=\u00bb60%\u00bb max_width_last_edited=\u00bbon|phone\u00bb custom_margin=\u00bb20px||20px||true\u00bb]Regresar a todas las entradas<\/a>[\/et_pb_text][et_pb_post_title author=\u00bboff\u00bb comments=\u00bboff\u00bb featured_image=\u00bboff\u00bb _builder_version=\u00bb3.21.4″ title_font=\u00bbNunito|800|||||||\u00bb title_font_size=\u00bb47px\u00bb title_font_size_tablet=\u00bb38px\u00bb title_font_size_phone=\u00bb34px\u00bb title_font_size_last_edited=\u00bbon|phone\u00bb title_line_height=\u00bb1.4em\u00bb meta_font=\u00bb|600||on|||||\u00bb meta_text_color=\u00bb#389199″ max_width=\u00bb75%\u00bb max_width_phone=\u00bb95%\u00bb max_width_last_edited=\u00bbon|phone\u00bb][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding=\u00bb27px|0px|0|0px|false|false\u00bb _builder_version=\u00bb3.22″ width=\u00bb98%\u00bb max_width=\u00bb98%\u00bb use_custom_width=\u00bbon\u00bb width_unit=\u00bboff\u00bb custom_width_percent=\u00bb98%\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb3.21.4″][et_pb_post_title title=\u00bboff\u00bb meta=\u00bboff\u00bb _builder_version=\u00bb3.21.4″ max_width=\u00bb95%\u00bb max_width_last_edited=\u00bbon|phone\u00bb module_alignment=\u00bbcenter\u00bb][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb3.22″][et_pb_row use_custom_gutter=\u00bbon\u00bb gutter_width=\u00bb3″ _builder_version=\u00bb3.22″ width=\u00bb95%\u00bb max_width=\u00bb95%\u00bb use_custom_width=\u00bbon\u00bb width_unit=\u00bboff\u00bb custom_width_percent=\u00bb95%\u00bb][et_pb_column type=\u00bb2_3″ _builder_version=\u00bb3.21.4″][et_pb_text _builder_version=\u00bb3.22.2″ quote_font=\u00bb||||||||\u00bb quote_line_height=\u00bb2em\u00bb header_font=\u00bb||||||||\u00bb header_3_font=\u00bbNunito|300|||||||\u00bb header_3_text_color=\u00bb#232b2b\u00bb header_3_font_size_phone=\u00bb20px\u00bb header_3_font_size_last_edited=\u00bbon|desktop\u00bb header_3_line_height=\u00bb1.5em\u00bb header_6_font=\u00bb|300|||||||\u00bb header_6_text_color=\u00bb#9200d6″ header_6_font_size=\u00bb22px\u00bb header_6_line_height=\u00bb1.6em\u00bb custom_margin=\u00bb20px||20px||true\u00bb text_font=\u00bb||||||||\u00bb]<\/p>\n

<\/h3>\n

Estamos en un mundo de constantes cambios, en do\u0301nde lo ma\u0301s valioso para una empresa es su capacidad de adaptarse y reinventarse. En este contexto las neurociencias aplicadas al consumidor y la mercadotecnia digital son vitales para sobrevivir y destacar del resto.<\/h3>\n

 <\/p>\n

Las empresas con consciencia digital se esmeran por desarrollar activos digitales so\u0301lidos<\/strong>, acompa\u0301n\u0303anos de campan\u0303as interactivas y digitales<\/strong> para que los usuarios realicen una determinada accio\u0301n en sus plataformas.<\/p>\n

\n
\n
\n
\n

Para el proceso de creacio\u0301n de activos digitales como sitios mo\u0301viles se siguen metodologi\u0301as y buenas pra\u0301cticas donde se tienen muy claros los objetivos y la utilidad final del sitio web. Sin embargo estas metodologi\u0301as tradicionales se deja un poco de lado el proceso la identificacio\u0301n de las respuestas neurofisolo\u0301gicas metaconscientes que tienen los usuarios al utilizar dichos activos digitales. En el mejor de los casos se realizan test de usabilidad mediante eye trackers <\/strong>y cuestionarios, para generar mapas de calor y conocer la respuesta consciente declarada del usuario.<\/p>\n

Para entender al Neuromarketing Digital<\/strong> es necesario comprender plenamente el concepto de Neuromarketing<\/strong> y el concepto de Mercadotecnia Digital<\/strong>, los cuales describire\u0301 a continuacio\u0301n.<\/p>\n

<\/h6>\n
<\/h6>\n
El Neuromarketing es un campo emergente interdisciplinario, donde convergen las neurociencias, la psicologi\u0301a y el marketing; se enfoca principalmente en conocer co\u0301mo los consumidores reaccionan emocionalmente ante esti\u0301mulos de mercadotecnia. (Karmarkar, 2011).<\/h6>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

 <\/p>\n

\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n

Con base en mi experiencia a cargo de una agencia que realiza algunos estudios de Neuromarketing, podri\u0301a decir que el Neuromarketing consiste en el uso de tecnologi\u0301a de neuroiencia para conocer la respuesta neurofisiolo\u0301gica metaconsciente de los consumidores ante esti\u0301mulos de mercadotecnia.<\/p>\n

 <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

\n
\n
\n
\n
\n
\n
\n
\n

Contrario a lo que la teori\u0301a econo\u0301mica cla\u0301sica que establece, sobre que las personas generalmente toman decisiones racionales para maximizar su propio beneficio (Camerer y Fehr, 2006), los estudios actuales muestran que el 95% de nuestras decisiones se toman a nivel subconsciente (Zaltman, 2003).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

 <\/p>\n

La investigacio\u0301n en neuromarketing se lleva a cabo con la ayuda de equipos que hasta hace poco solo eran utilizados por la ciencia me\u0301dica. Las siguientes son las herramientas ma\u0301s usadas: electroencefalografi\u0301a (EEG), respuesta galva\u0301nica de la piel (GSR), resonancia magne\u0301tica funcional (fMRI), magnetoencefalografi\u0301a (MEG) y eye-tracking (ET) (Kotler et al., 2009).<\/p>\n

 <\/p>\n

Por su parte el marketing digital es la aplicacio\u0301n de tecnologi\u0301as digitales, las cuales conforman canales online, para contribuir a las actividades de marketing dirigidas a lograr la adquisicio\u0301n y retencio\u0301n rentable de consumidores, a trave\u0301s de mejorar el conocimiento del consumidor, para desarrollar una comunicacio\u0301n y servicios online dirigidos a satisfacer las necesidades particulares de los segmentos objetivo. (Mohamed, et al, 2003).<\/h6>\n
\n
\n
\n
\n

No solo debemos ver los datos que las plataformas digitales nos arrojan, debemos tomar muy en cuenta aspectos ma\u0301s cualitativos no conscientes como las reacciones emocionales , ya que al final de cuentas desarrollamos campan\u0303as para impactar a humanos, y nosotros como especie somos seres altamente emocionales. Usando el neuromarketing digital podemos crear mejores campan\u0303as digitales y crear mejor plataformas digitales que produzcan experiencias memorables.<\/p>\n

 <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

\n
\n
\n
\n

Cada di\u0301a ma\u0301s empresas de todos los ramos se benefician de las bondades del neuromarketing Digital. Tenemos una oportunidad de comprender a fondo las reacciones de nuestro consumidor como nunca antes, no debemos de ver al neuromarketing como un gasto, debemos verlo como una valiosa inversio\u0301n \u00bfY tu\u0301 e\u0301xito cuanto vale?<\/p>\n

 <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

\n
Referencias<\/h5>\n
\n
\n
\n
\n

Karmarkar, U (2011). \u00abNote on Neuromarketing.\u00bb Harvard Business School Background Note 512-031<\/p>\n

Camerer, C.F. and Fehr, E., 2006. When does \u201ceconomic man\u201d dominate social behavior?. Science, 311, pp. 47-52.<\/p>\n

Zaltman, G., 2003. How Customers Think: Essential Insights Into the Mind of the Market;[what Consumers Can’t Tell You and Competitors Don’t Know]. Harvard Business Press.<\/p>\n

Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansem, T., 2009. Marketing Management. Pearson Harlow, London etc.: Prentice Hall.<\/p>\n

Mohamed, R; Fisher, R; Jaworski, M; y Paddison, M. (2003). Internet Marketing. Estados Unidos: McGraw-Hill.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb1_3″ _builder_version=\u00bb3.21.4″][et_pb_sidebar _builder_version=\u00bb3.21.4″ background_color=\u00bb#f7f7f7″ custom_padding=\u00bb35px|35px|35px|35px|true|true\u00bb][\/et_pb_sidebar][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

[et_pb_section fb_built=\u00bb1″ custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb3.22″ custom_padding=\u00bb25px|0px|0|0px|false|false\u00bb custom_padding_tablet=\u00bb0px||\u00bb][et_pb_row custom_padding=\u00bb27px|0px|0|0px|false|false\u00bb custom_padding_tablet=\u00bb0px||\u00bb custom_padding_last_edited=\u00bbon|phone\u00bb _builder_version=\u00bb3.22″ width=\u00bb92%\u00bb max_width=\u00bb92%\u00bb use_custom_width=\u00bbon\u00bb width_unit=\u00bboff\u00bb custom_width_percent=\u00bb92%\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb3.21.4″][et_pb_text _builder_version=\u00bb3.22.2″ text_font=\u00bb||||||||\u00bb link_font=\u00bb|600|||||||\u00bb […]<\/p>\n","protected":false},"author":2,"featured_media":190,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[],"class_list":["post-2161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/posts\/2161","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/comments?post=2161"}],"version-history":[{"count":0,"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/posts\/2161\/revisions"}],"wp:attachment":[{"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/media?parent=2161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/categories?post=2161"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/frsko.com\/recursos\/wp-json\/wp\/v2\/tags?post=2161"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}