The methodology
NEKTA[R]
Needs Emotions Knowledge Trigger Action [Reprise]
It is a methodology and a skills platform that integrates research, Branding & Strategy, Neuromarketing, UX design, and Artificial Intelligence with a strong focus on increasing digital conversions, to achieve the Hyper-relevant dynamic experience.
What
NEKTA[R] is our skills platform based on:
Needs
The user's primary needs that must be met within the very first seconds of the experience.
Emotions
The emotional perception that must accompany the immediate perception of the needs being fulfilled.
Knowledge
The more rational exploration and acquisition of information regarding the purchase. It is influenced by the first two elements and can be either very long or very short depending on the product, service, or moment in the customer journey.
Trigger
Presence of motivational elements that drive action and leverage cognitive heuristics (social proof, scarcity, reciprocity, authority, unity, consistency, and liking).
Action
Effectiveness, visibility, and consistency of the Call to Action.
[Reprise]
Ability to recover and relaunch the same decision-making flow throughout the entire Customer Journey.
After maximizing the content's attraction and focusing on the emotional aspect, we optimize the rational understanding of the commercial offer to guide the user through to the final sale.
Why
NEKTA[R] is a methodology for structuring the User Experience based on Neuromarketing techniques: the goal is to explore the structure of experiences so that they can achieve hyper-relevance, the new frontier of success in every marketing process.
How
Every touchpoint within the same Customer Journey must be in some way self-consistent and aim to retrace the experiential and commercial value of the offer in just a few seconds, with varying degrees as the customer progresses in their purchasing process.
Hyper-relevance is achieved through the application of dynamic personalization techniques based on artificial intelligence and the careful balance of information and emotional elements in the user's experience.