Research
has established that all decisions are emotional. But the way that we select targets mostly
isn't. We look at demographics because
they are easily accessible and we favor information that is easy to find. But research suggests that demographics are
only 6% predictive of purchase. Makes
sense since demographics do not capture emotions. (Mandese, 2018)
Knowing
this, marketers have added psychographics and behavioral data to their target
market descriptions, but have lacked a good way to truly integrate this data
into their decision-making with regard to marketing strategy and tactics.
So, I
was thrilled to see a new company has been launched that focuses on these
criteria, or as Emoto calls it - character.
Unfortunately
the case studies on their website do not appear to be working. (Ah hum) But they shared two examples with
mediapost. One for Hearts on Fire , a diamond jewelry maker, partnered with Experian's
Simmons division to optimize an existing online campaign resulting in a 4x
improvement in click-through rates.
The
other example, which is perhaps more intriguing, was the identification for American Express of C-suite execs as
having three key personality traits - "perspective, curiosity and love of
learning." This led them away from
a traditional approach toward media selection - which would have involved golf,
leisure or travel media, toward distribution of an article about the next big
thing. While results are confidential
the fact that the companies are continuing to work together says everything we
need to know.
On
their website Emoto offers a sample test.
All you need to do is plug in a URL or text from an ad and they will
give you an analysis.
I'd
like you to check it out with the ad of your choice and share your
results. Then let us know what you
think. Is this useful information? How might the company use it to either adapt
their current effort or strike out in a new direction?
Mandese,
J. (2018, October 1) Character Finds
Role On Madison Avenue: Why 'Traits' Are The Next New Thing. mediapost.com. Retrieved September 30, 2018, from https://www.mediapost.com/publications/article/324094/character-finds-role-on-madison-avenue-why-trait.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=111160&hashid=uqqx0UvOI-Dz9SmOVzBACoNyK8k
3 comments:
Using real-world emotional response with predictive patterns in consumer behavior to help companies find the target customer could be an effective marketing method in the future. I believe this method will be very powerful on marketing if this method can be supported by sufficient real-world customer data and information.
Emoto introduces us the “emotion marketing” method and three major steps to help an organization to achieve the method. The first step is understanding the unique traits of the organization. The second step is to match the unique traits with the customers who may like the traits. Finally, the last step is to use emotion AI to help the organization build value-congruent marketing and communication across all channels.
The ideas of Emoto are creative. However, there are some problems with this new method. First, it is difficult to find effective “unique traits” from a regular organization. The traits of a brand could be vague and changeable. People could understand the traits of the organization from its products. If the brand makes some changes to its products or launches new products, the traits will be different. Second, matching the unique traits with the correct customers is very ineffective at present. Emoto believes there is a predictive pattern which can predictive customer behaviors according to customers emotion. However, human beings are very complicated and there are some many things can influence one’s emotions. Unless a great deal of data supports this pattern, this predictive pattern can’t work at all. Thus, matching traits with customers can’t work effectively at present. The project of Emoto is potential but it takes time to achieve it.
Guo Yu
I ran a sample from Samsung India digital advert. The results of the sample identified three personalities; Prudence, Fairness, and Citizenship. The information is very useful. The current advert focuses on the efforts Samsung had to make for the sake of establishing a close relationship with the consumers. All the three personalities that Emoto suggested targeted on how the company can engage its viewers in an effective manner.
This information is helpful to the company. It can use it to focus on future adverts where paying attention to justness and avoiding biases is of paramount importance. Samsung is a broad company whose products are used by everyone; therefore an advert that is biased may not work. It needs to avoid it altogether.
Another aspect that the company may want to look at in future so as to produce effective ads is focused on social responsibility. Putting human experience first has the power to initiate emotions of care and such emotions are the key drivers of an effective ad.
Yue Feng
I ran the The Talk - My Black is Beautiful by P&G ad, through the Emoto application. Like Yue the description I got was Prudence, Citizenship and Fairness. This made me want to check an other ad (text), just to see if these are the standard values that come back and if the fact that it was a video made an impact. I ran a restaurant review and got the following results: Love, Kindness and Perspective. So it works! Going back to the P&G ad then. This ad really uses emotions to reach their customer. I'm not sure how P&G would use this information since they were probably aware that this was the message being delivered to their audience. Since it was a very successful ad, they can see that the message they intended to translate in fact did and can now use these "words of guidance" for further advertising. It would also be useful if say this was not the message they were aiming for at all, and then make necessary changes in future marketing efforts.
https://www.youtube.com/watch?v=GdV2f4jH5YQ&t=1s
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