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
