Aplicação prática de técnicas de neuromarketing em anúncios online nas plataformas Facebook e Instagram
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Data
2024-12
Autores
Orientador
Amaral Filho, Lúcio Siqueira
Banca
Gregory, Milena
Meurer, Flávio Roberto
Título do periódico
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Título do Volume
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Resumo
A aplicação de técnicas de neuromarketing para a otimização de performance em imagens de anúncios online nas plataformas Facebook e Instagram representa um campo emergente que busca aumentar a taxa de conversão e o engajamento dos consumidores. Embora promissoras, essas técnicas ainda são pouco exploradas pelas empresas em suas campanhas publicitárias digitais. O uso de neuromarketing pode oferecer uma vantagem competitiva ao permitir que as empresas criem anúncios mais impactantes e eficazes, baseados em uma compreensão científica de como os consumidores reagem a diferentes estímulos visuais e emocionais. O presente estudo analisou a aplicação de gatilhos mentais (prova social, escassez e contraste) em seis criativos distintos, mensurando o desempenho através de KPI’s, como CTR e CPC. Os resultados comprovaram que a prova social foi o gatilho mais eficaz, com maior CTR (1,16%) e excelente custo-benefício, seguida pelo gatilho de escassez, com custo competitivo (R$ 0,37) em um criativo. O contraste apresentou consistência, mas menor impacto. Conclui-se que a prova social gera melhores resultados ao capturar a atenção e estimular ações dos consumidores.
The application of neuromarketing techniques to optimize the performance of image-based online advertisements on Facebook and Instagram represents an emerging field aimed at increasing conversion rates and consumer engagement. Although promising, these techniques are still underutilized by companies in their digital advertising campaigns. Neuromarketing can offer a competitive advantage by enabling businesses to create more impactful and effective ads, based on a scientific understanding of how consumers respond to different visual and emotional stimuli. This study analyzed the application of mental triggers (social proof, scarcity, and contrast) across six distinct creatives, measuring performance through KPIs such as CTR and CPC. The results demonstrated that social proof was the most effective trigger, achieving the highest CTR (1.16%) and excellent cost-effectiveness, followed by the scarcity trigger, which achieved competitive costs (R$ 0.37) in one creative. The contrast trigger showed consistency but less overall impact. It is concluded that social proof delivers the best results by capturing attention and encouraging consumer actions.
The application of neuromarketing techniques to optimize the performance of image-based online advertisements on Facebook and Instagram represents an emerging field aimed at increasing conversion rates and consumer engagement. Although promising, these techniques are still underutilized by companies in their digital advertising campaigns. Neuromarketing can offer a competitive advantage by enabling businesses to create more impactful and effective ads, based on a scientific understanding of how consumers respond to different visual and emotional stimuli. This study analyzed the application of mental triggers (social proof, scarcity, and contrast) across six distinct creatives, measuring performance through KPIs such as CTR and CPC. The results demonstrated that social proof was the most effective trigger, achieving the highest CTR (1.16%) and excellent cost-effectiveness, followed by the scarcity trigger, which achieved competitive costs (R$ 0.37) in one creative. The contrast trigger showed consistency but less overall impact. It is concluded that social proof delivers the best results by capturing attention and encouraging consumer actions.
Descrição
Palavras-chave
Neuromarketing; Anúncios Digitais; Cliques; CTR; Facebook; Instagram; Digital Ads; Clicks
Citação
WILSMANN, Diego Augusto. Aplicação prática de técnicas de neuromarketing em anúncios online nas plataformas Facebook e Instagram. 2024. Artigo (Graduação) – Curso de Comunicação Social com Habilitação em Publicidade e Propaganda, Universidade do Vale do Taquari - Univates, Lajeado, 10 dez. 2024. Disponível em: http://hdl.handle.net/10737/4815.