admin “Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” ––David Aaker, the Father of Modern Branding.
Driving through ‘Emotional Connect’ is a powerful marketing technique, as people buy emotion, not things and Brands know that emotions influences consumer behavior and decision making. So, they’re willing to spend money on market research to understand consumer’s emotional engagement with their brand content and working creatively on latest marketing strategy and technology that ignite emotional connections.
To understand customer preferences, millions are spent every year by brands. Traditional practices like interviews & surveys, provide insight on conscious buying choices, but prove ineffective in decoding implicit preferences, which are proven to be responsible for 95% of purchase decision making; however, 82% of consumers with high emotional engagement with a brand always buy from it and similarly, 70% of emotionally engaged consumers spend up to 2 times or more on brands for which they have loyalty.
Artificial Emotional Intelligence Changing Dimensions of Marketing
Man-Machine interaction has grown with unfathomable rate, while it becomes faster, it’s not evolving to remain symbiotic with human emotional needs. The quality of interaction will further keep on worsening unless we add ‘Emotional Intelligence’.
Nowadays, companies that can analyze Emotional Artificial Intelligence are gaining attraction in the analytics business and these companies started offering Artificial Emotional Intelligence Platforms that help brands track subconscious consumer behavior using multimodal emotion recognition technologies like Brainwave Mapping, Facial Coding, and Eye Tracking and converting them into actionable metrics. Additionally, they help brands to identify the smallest building block of user input that constructs an emotionally satisfying brand experience.
Such platforms use a webcam to track a user’s smirks, smiles, frowns, and furrows, which measure the user’s levels of surprise, amusement, or confusion. These platforms help brands collect subconscious insights on how consumers respond after watching an advertisement print or video, they’ll know if they loved it enough to interact with the brand or not.
With a large enough database of tested video evaluated using this technology, norms can be established for measuring potential effectiveness, and machine learning can be applied to parse the data at lightning speed.
This ensures that before committing a single penny of budget, Brands not only know exactly how people will react to the content, but also how it compares overall with other ads in the sector.
But, no matter the machine learning or the level of automation, marketers are essential for executing programs using tools and analysis that create an understanding of the target audience’s emotional needs. Brands must identify motivation and interact in-person to develop reliability and loyalty and also recognize that it will always require a human touch with the right skills to understand, manage and motivate others to act.
Future of Artificial Emotional Intelligence
Artificial emotional intelligence, in the next five years, is projected to grow into a multibillion-dollar industry, completely altering industries, innovation, R&D, market research, and much more. In the digital era, with human-like aspect of AI tech-giants like Amazon, Microsoft, and Google are already in the process of hiring scriptwriters, content-creators, and comedians to build a personality into their technologies. The future implementation of artificial emotional intelligence will see businesses using emotion analytics to make decisions and include the idea of multimodal emotion recognition and an emotion chip.
Additionally, the exhilaration around artificial emotional intelligence is not a bubble; companies that will be able to effectively incorporate contextual understanding and empathy into their technologies will become the forerunners in this race to technological excellence. However, they must also be cautious of the social and personal implications of such a colossal transition.
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