{"id":8636,"date":"2018-06-27T08:00:36","date_gmt":"2018-06-27T06:00:36","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=8636"},"modified":"2018-06-27T08:00:36","modified_gmt":"2018-06-27T06:00:36","slug":"conectar-suscriptor-neuromarketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/conectar-suscriptor-neuromarketing\/","title":{"rendered":"How to connect with a subscriber through Neuromarketing?"},"content":{"rendered":"<p>\u00bfC\u00f3mo redactar un asunto que maximice las aperturas y conversiones?\u00bfQu\u00e9 tipo de oferta convertir\u00e1 m\u00e1s? \u00bfQu\u00e9 atributos del producto debemos comunicar al usuario seg\u00fan los objetivos de la campa\u00f1a?<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Los profesionales del email marketing nos preguntamos a menudo cuestiones como \u00e9stas, sin saber muchas veces qu\u00e9 responder con seguridad y en base a criterios claros. Por suerte, los \u00faltimos avances en neurociencia y psicolog\u00eda social est\u00e1n revelando bajo qu\u00e9 circunstancias los seres humanos tendemos a comportarnos de un modo determinado. Hoy esbozaremos algunas ideas que pueden ayudar a mejorar la comunicaci\u00f3n con el suscriptor a trav\u00e9s del email marketing.<\/p>\n\n\n\n<br>\n\n\n\n<p>La mayor\u00eda de trabajos de neurociencia aplicada al comportamiento en el \u00e1mbito del \u00abmercado\u00bb, toman como base los trabajos publicados en el libro <em><strong><u>The triune brain in evolution<\/u><\/strong><\/em>, del norteamericano Paul D. MacLean. La tesis principal del libro sostiene que el cerebro habr\u00eda experimentado <strong>tres grandes etapas de evoluci\u00f3n<\/strong>, de modo que en los mam\u00edferos superiores existe una jerarqu\u00eda de tres cerebros en uno, de ah\u00ed el t\u00e9rmino \u00abcerebro triuno\u00bb. Estos tres estadios coexisten y operan al mismo tiempo, y son el <strong>CEREBRO REPTILIANO<\/strong>, que regula los elementos b\u00e1sicos de supervivencia y est\u00e1 gobernado por el instinto de supervivencia (miedo, defensa, conservaci\u00f3n), el <strong>CEREBRO MEDIO\u00a0o L\u00cdMBICO<\/strong>, que gobernar\u00eda las emociones, los estados an\u00edmicos y sentimientos, y el <strong>NEOCORTEX<\/strong>, que gobernar\u00eda las habilidades ling\u00fc\u00edsticas, pensamientos conscientes y razonamientos.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/07\/TeoriadelCerebroTriple.jpg\" alt=\"\"\/><\/figure><\/div>\n\n\n\n<p>Dejando de lado la mayor o menor aceptaci\u00f3n de esta teor\u00eda por parte de la comunidad cient\u00edfica y ci\u00f1\u00e9ndonos al punto de vista de comunicaci\u00f3n en general, tener en cuenta\u00a0a la luz de los <strong>tres estadios (instintos, emoci\u00f3n, raz\u00f3n)<\/strong> creemos que es un buen punto de partida.<br>Si asumimos por tanto esta teor\u00eda como marco, podemos afirmar que <strong>todo mensaje de marketing, para ser eficaz, deber\u00e1 \u00abhablar\u00bb a los tres cerebros<\/strong>. Dicho de otro modo, ser\u00eda un error caer en el espejismo de creer, por ejemplo, que las decisiones las toma solamente el neocortex en base a una deliberaci\u00f3n racional y que no intervienen aspectos emocionales o instintivos.<\/p>\n\n\n\n<p>Para conectar con la parte m\u00e1s instintiva del cerebro de nuestro target, es importante <strong>generar contrastes <\/strong>(se activa con est\u00edmulos visuales, est\u00e1 siempre alerta, en estado constante de identificaci\u00f3n y es el que nos permite tomar decisiones r\u00e1pidamente). As\u00ed, \u00abentender\u00e1\u00bb f\u00e1cilmente contrastes del tipo<strong> antes\/ahora, despacio\/r\u00e1pido, con\/sin, y contrastando colores<\/strong>.<\/p>\n\n\n\n<p>Una de las mejores maneras para conectar con la parte emocional del cerebro cuando hacemos marketing consiste en tener en cuenta c\u00f3mo el receptor del mensaje evaluar\u00e1 el<strong> impacto afectivo futuro que tendr\u00e1 cuando est\u00e9 usando nuestro producto o servicio<\/strong>. Es decir, hemos de ser conscientes que el receptor estar\u00e1 proyectando un \u00abestado emocional futuro\u00bb mientras se imagina usando nuestro producto o servicio. De ah\u00ed, por ejemplo, que en la publicidad aparezcan personas felices y sonrientes mientras limpian, conducen, comen o contratan alg\u00fan producto. El consumidor tender\u00e1 a asociar un estado de felicidad al uso de ese producto o servicio.<\/p>\n\n\n\n<p>Superados los filtros <strong>reptiliano y l\u00edmbico<\/strong>, el cerebro est\u00e1 en disposici\u00f3n de evaluar los<strong> elementos racionales<\/strong> (funcionalidades, precio, condiciones de contrataci\u00f3n). Esos elementos tambi\u00e9n han de constituir una parte esencial del mensaje.<\/p>\n\n\n\n<p style=\"text-align:left\">Para acabar, veamos un ejemplo:<\/p>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/07\/ejemplo-neuromarketing.png\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/07\/ejemplo-neuromarketing-285x300.png\" alt=\"\" class=\"wp-image-8642\" width=\"349\" height=\"367\"\/><\/a><\/figure><\/div>\n\n\n\n<p>Aqu\u00ed vemos la combinaci\u00f3n de elementos emocionales (las im\u00e1genes son muy eficaces para la transmisi\u00f3n de emociones) con otros que apelan a los aspectos m\u00e1s instintivos como \u201chay un n\u00famero limitado de habitaciones\u201d. Esta apelaci\u00f3n a la escasez de un bien es un recurso muy explotado y que conecta con la parte m\u00e1s instintiva del cerebro.<\/p>\n\n\n\n<br>\n\n\n\n<p>Si quieres saber m\u00e1s, te recomendamos -> <a rel=\"noopener\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/como-aplicar-neuromarketing-emails\/\" target=\"_blank\"><strong>How to apply Neuromarketing to your emails?<\/strong><\/a><\/p>\n\n\n\n<br><br><br><br><br><br><br><br><br>","protected":false},"excerpt":{"rendered":"<p>\u00bfC\u00f3mo redactar un asunto que maximice las aperturas y conversiones?\u00bfQu\u00e9 tipo de oferta convertir\u00e1 m\u00e1s? \u00bfQu\u00e9 atributos del producto debemos comunicar al usuario seg\u00fan los objetivos de la campa\u00f1a?<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,144],"tags":[],"post_folder":[],"class_list":["post-8636","post","type-post","status-publish","format-standard","hentry","category-blog","category-neuromarketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo conectar con un suscriptor a trav\u00e9s del Neuromarketing? - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/conectar-suscriptor-neuromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo conectar con un suscriptor a trav\u00e9s del Neuromarketing? - Digital Response\" \/>\n<meta property=\"og:description\" content=\"\u00bfC\u00f3mo redactar un asunto que maximice las aperturas y conversiones?\u00bfQu\u00e9 tipo de oferta convertir\u00e1 m\u00e1s? \u00bfQu\u00e9 atributos del producto debemos comunicar al usuario seg\u00fan los objetivos de la campa\u00f1a?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/conectar-suscriptor-neuromarketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-27T06:00:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/07\/conectar-suscriptor-neuromarketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/conectar-suscriptor-neuromarketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/conectar-suscriptor-neuromarketing\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"\u00bfC\u00f3mo conectar con un suscriptor a trav\u00e9s del Neuromarketing?\",\"datePublished\":\"2018-06-27T06:00:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/conectar-suscriptor-neuromarketing\/\"},\"wordCount\":660,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/conectar-suscriptor-neuromarketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/07\/TeoriadelCerebroTriple.jpg\",\"articleSection\":[\"Blog\",\"Neuromarketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/conectar-suscriptor-neuromarketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/conectar-suscriptor-neuromarketing\/\",\"name\":\"\u00bfC\u00f3mo conectar con un suscriptor a trav\u00e9s del Neuromarketing? 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