Eficácia das estratégias de marketing digital à luz dos constructos teóricos do neuromarketing e do neurodesign: o caso da Fenice Joias

Abstract

The study aims to evaluate the effectiveness of digital marketing strategies of Fenice Joias, a store located in Currais Novos, RN, focusing on the concepts of neuromarketing and neurodesign. The research used an exploratory and descriptive approach, combining a literature review with a case study, analyzing 27 advertising pieces published on the store’s Instagram between December 2023 and May 2024. Data collection was carried out by means of detailed observation of visual elements, such as colors, design and composition, in order to identify the factors that most influence the behavior of consumers. The results indicated that short content, especially reels of up to 15 seconds, and vertical formats adapted for mobile devices are effective in capturing the attention of the audience quickly. The analysis in light of the principles of neurodesign highlighted the importance of an organized and attractive visual design to cause good first impressions, while neuromarketing highlighted the relevance of multisensory stimuli and the creation of positive expectations to engage consumers and strengthen brand identity. The results enabled the recommendation of personalization campaigns based on consumer behavioral data and the expanded use of brand-exclusive emotional sounds to provide a more engaging experience. It is concluded that, despite the need for minor adjustments, including the development of campaigns in the perspective of integral marketing, Fenice Joias has a solid basis in its digital marketing strategies, and that a cohesive planning, coupled with the adaptation to trends and innovations in design and communication, can result in a significant increase in customer attraction and retention.