Monitoring Your EVERY Mood

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.

If you missed out on the past Emotional Marketing posts, it is not too late to join in on the discussion! I have previously explored VR and AEI being used in marketing.

Now onto the last topic on the agenda…


facial expressions

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.

Screen Shot 2017-09-21 at 12.10.09 pm

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?

apples facial recognition

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!





6 thoughts on “Monitoring Your EVERY Mood

  1. WOW! I love your thinking Glenn! That is an interesting and very digital marketing perspective you have thrown out here. I think I wouldn’t mind either if it is to improve the experience that I have with their products and in my decision making (cause sometimes I find it so hard to know what kind of burger I want today), then I would most likely volunteer to do it.

    But yes, I think there have to be some privacy laws and perhaps a contract where we must agree that our information is kept safe, and not sold to any third parties or affiliated brands. AND that we can step away at any time of our consumer journey.


  2. I actually don’t mind. Let’s say I’m in craft beer bar and I have to choose many different types of beer that I don’t know. With that technology, maybe the bartender could help me get the specific product I want just by analyzing my mood. Sure, it’s invading my privacy and all that. Also, this is assuming that the company would protect my privacy. But other than that, if it does help with my decision making, why not?

    Liked by 1 person

  3. I hope not. This is extremely worrying. Tech innovation does have a way of igniting and exciting users. But personally, the surveillance of my moods and facial expressions is extremely invasive. I would prefer to have a more organic feed, if that exists anymore.
    But If i was scrolling on facebook during the am and came across a Feeling tired? How about this new Australian energy drink? advertisement. I would probably find it useful.
    From a marketing perspective, I am super interested to see how this technology can be implemented and adopted by brands.
    Because for users that are happy to take part, it would be an extremely positive outcome for brands as exposure will increase dramatically.

    Liked by 1 person

    1. Extremely good points you have! I agree, that through the marketing perspective it would be so exciting to see how we can use emotional data to analyse our efforts, whether we are even reaching the right consumers and satisfying them. IF you think about it further, perhaps this data could drastically improve the organically produced advertisements/promotions on your feed? Not just energy drinks, but perhaps combining emotional data with your personal interests on Facebook (big data) then they could accurately suggest a useful service/product for once!

      But yes you are correct when you say consumers who are “happy to take part” because I am pretty sure that monitoring someones mood without their permission is a violation of some sort…. or maybe privacy laws haven’t cuaght up yet.


  4. It’s so crazy how much technology is changing and how marketing is impacted as a result. I think they way in which RealEyes and LightWave uses emotion-tracking data is really interesting and smart but at the same time I don’t like the idea of brands targeting their advertising at my mood, it personally feels a little too invasive to me and I feel like this would just change my mood to annoyed! I have no idea how they will continue to use this technology but I guess it will be interesting to see how it turns out.

    Liked by 1 person

    1. Yes! Paranoia is a feeling most commonly associated with knowing that you are being monitored. Especially when they are looking at how you are feeling, it seems to be a bit more personal on that level. I agree with you somewhat with the privacy issues that arise from this new technique. But I also am very excited about the kind of products and services that can be curated from using this kind of data.

      As I mentioned before UNIQLO is attempting to use this emotional big data to suggest the perfect shirt for you. I think this kind of technique would be useful only if the consumer clearly STATES that they give permission for a brand or company to scan their mood. But then again the questions of consumer compliance is also up for debate. I mean if we agree to the T&Cs of using messenger, Facebook and Snapchat without even reading it, then wouldn’t it be just as easy to agree to let brands analyse our emotions?


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