Neuromarketing: Uso de memes
Wednesday, 10 de March de 2021
Em um mundo onde as imagens estão ao alcance dos bolsos com smartphones, redes sociais e informações compartilhadas em segundos, onde o simples e o concreto se buscam para justificar um mínimo de esforço no processamento da informação. Vamos entender um pouco sobre como as ilustrações gráficas representam a técnica mais adequada para promover campanhas de marketing e atrair a atenção dos consumidores.
O termo meme é utilizado para designar uma composição verbo-visual ou audiovisual de natureza digital que se transmite pela rede, podendo evoluir, visto que se desloca virtualmente. Segundo o dicionário Oxford, ela deriva da palavra grega mimēma - aquela que se imita - e foi usada para definir essas frases, comportamentos ou melodias populares que, em cada cultura, se espalham por imitação de uma geração para a outra.
Memes são definidos como infográficos, piadas ou eventos memoráveis que representam a difusão cultural, espalhada viralmente por meio de plataformas digitais e comunicam uma mensagem universal por meio de um título curto e inteligente. O termo meme é conceituado para ideias ou expressões em formatos multimídia que foram compartilhados massivamente na rede, tornando-se assim uma nova ferramenta de marketing publicitário.
Assim, o marketing visual pode ser usado em praticamente qualquer uma das plataformas sociais de interação pessoal que existem hoje, como Facebook, Twitter, Instagram e WhatsApp. Comparado a uma postagem no Facebook ou a um Tweet sem imagem, uma postagem com qualquer tipo de conteúdo visual pode ter até 150% mais interatividade. Desse modo, abre-se um novo campo de aplicação para o Neuromarketing. Novos estudos na área com junção de ferramentas metodológicas, a exemplo de Eye Tracking e EEG.
Referências
ARIAS-ORDOÑEZ, Sandra Karina. Neuromarketing aplicado a Memes digitales: Análisis de los memes en Colombia para el aprovechamiento de la comunicación de marca en entornos digitales 2.0. 2018. Dissertação de Mestrado.
GILER VERA, María Belén. Los memes como estrategia de comunicación publicitaria en redes sociales para aumentar el brand awareness de marcas reconocidas en el mercado ecuatoriano. 2019. Trabalho de Conclusão de Curso.
The content published here is the exclusive responsibility of the authors.
Autor:
Beatriz Carvalho Frota
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