What is the space for emotions in marketing in the era of Big Data?
Most people in the digital advertising industry develop a deep rooted, and some would say, biased appreciation of the
superior strength of digital over and above
old traditional TV, print, events and the like.
It is hard not to.The targeting possibilities of digital are
endless and Vertic has developed successful campaigns leveraging Big Data on Facebook and Linkedin and executed tightly knit personalization across
channels through scalable digital engagement platforms such as Sitecore. Also,
we have leveraged digital to profoundly impact the value proposition of
otherwise standardized physical product as informed by our intelligence
frameworks such as Digital Brand IQ and Digital Brand Diamond. In a word, left-brain
marketing rules and digital remains inherently superior in this regard.
However, we need to remind ourselves that the
power of left-brain marketing to specifically target a given segment is no excuse
to return to the days of product marketing. Customers still don’t care about products attributes or features per se, no matter how proficiently they are targeted. Customers care
about what the products or features mean
to them. And products and features have no a priori meaning and need to be interpreted by the customer and
through the help of better marketing in order to assume a meaning. A positive meaning is a prerequisite, if not sufficient, for a consumer to buy.
This is hardly news to most people who work with
marketing, yet in my experience, the simple truths are also the ones most
forgotten. So let us remind ourselves of a cornerstone of human psychology.
As underlined by a number of marketing gurus, emotional stimulation has the biggest and most last lasting influence on the
mind and behavior of an individual. And yes, consumers use rational reasons to
confirm emotional choices. However, to be efficient marketers, we need to start
by touching the consumer emotionally.
In marketing, we make the heart and brain
come together. In order to not forget this simple truth, when we ideate and
conceptualize, Vertic uses a simple, but impactful, Heart2Brain marketing model.
Leveraging the model above, we first describe
our target consumer and list her 5 top emotional impulses. Next, we list
product attributes and features, and the practical use of those features with
the consumer. Next, we interpret how the practical use could translate into human
feelings and emotions. Lastly, we link the four elements on the Heart2brain
marketing model through a narrative, which will form the basis of the creative for a campaign.
In sum, the simple truth is we have to start by
touching our consumers emotionally to initiate the process of influence, which eventually
will make consumers buy our products. Infuse the Heart2Brain model with some serious left-brain marketing, and we are good to go.
Mads Krogh Petersen; sg.linkedin.com/in/madskroghpetersen/