We are now at the end of the emotional marketing series and it has been a pleasure to be able to share with you all the cool digital and technological enhancements that are being used to emotionally connect with consumers.
Now onto the last topic on the agenda…
Mood marketing is a specific new trend emerging in Europe and has the potential to become a big digital marketing opportunity.
Essentially mood marketing is engaging with consumers through how they are feeling and customising products to suit their emotional needs. I talked about how AEI is, potentially, going to be used within Facebook’s algorithm to determine and analyse our mood. Imagine what it would be like if Apple and Samsung were allowed to do this too?!?
It is seeing a customer shift towards products that are an extension of themselves. Holistic marketing is not a relatively new phenomenon but it is how marketers are now utilising this technique, to see how effective their campaigns and promotions are.
What we are dealing with is Emotional Big Data… but how we do measure something we feel with numbers and graphs?
Companies such as LightWave and Realeyes, specialise in analysing consumer emotions when being exposed to stimuli. Recently, Realeyes used this big data and compared it against the sales data of Audi, and they found that emotion-tracking was 75% accurate in analysing the impact their ads have on consumers.
This technology would be useful to digital marketers wanting to determine consumer reaction and relate sales according to the most successfully emotional advertisement; then exploit it.
One example of this is a new technology is being brought to Melbourne at the UNIQLO, Emporium Store. They are asking customers to put on a headset that analyses their mood by asking questions to the customer. At the end of the experience, the consumer is given an outfit based on their mood. I will be trying it out when it drops next month so the emotional marketing series is not over just yet.
While we learnt this week that mobile marketing is “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”; I would like to know how you guys would expect to see mood marketing and emotional big data used in this type of digital marketing medium?
Do you think that, once Facebook starts analysing our mood through keyboard strokes and facial scanning, that Apple’s iTunes store will soon follow with their iPhone 8’s new facial scanning feature?
As always, let me know in the comments below!