09 Mar The Future of Online Marketing
During 2017, marketers began to zone in on the opportunities in virtual reality within the marketing industry. This is an important trend to watch, as is the focus on emotions when it comes to deriving a marketing plan.
Analytics that are focused on emotions aim to label and fully research the entire range of human emotions, including personalities, moods, etc. A strategy that is used is to wait until a social media post goes live for a business and then complete detailed research as to why one post will garner more attention than another. These strategies are repeated and compared in order to develop the most engaging posts in the future.
Some companies are working on additional technologies to be able to analyze people’s facial expressions and tones in their voice in response to various marketing efforts.
It has been determined by scientists that humans tend to feel first and think afterward. According to a recent article in Forbes, “When confronted with sensory information, the emotional section of the brain can process the information in one-fifth of the time the cognitive section requires.”
Emotions have a significant impact on loyalty to brands as well. Recent studies have found that when people have a positive emotion reaction to a brand, they are more likely to have trust in that brand and more likely to purchase something from that company or invest in them in some other way.
Unruly, a video ad tech company, reported that the most shared ad in 2015 was an animal ad that brought about feeling of warmth. The way this ad made people feel is what made the ad so successful.
When planning to create a marketing campaign that is driven by emotion it is important to see consumers as people versus just a consumer. The aim is to promote an entire experience versus a singular product or service. A good example is to use pride and passion for a local area as the focus for an ad campaign promoting small, local businesses.
The scientific measurement of emotional reactions in response to ad campaigns helps to identify what is successful in order to use that for future campaigns. If something does not get a good response, you know not to aim for that next time or improve upon it if that is a possibility.