As humans, whatever we do – we do for emotion! We are emotional beings and everything is based on needs, wants, and desires.
Importance of Emotions
It’s not a secret that big brands use emotions to attract customers and to gain loyalty. Brands know that emotions influence consumer behavior and decision making. With this knowledge, they are spending money on market research to understand consumer emotional engagement with their brand content.
Consumers who had positive emotional experiences are 15.1 times more likely to recommend the company, 8.4 times more likely to trust the company, 7.8 times more likely to try new products and services, 7.1 times more likely to purchase more from company, 6.6 times more likely to forgive company after a mistake, according to the Tempkin Group and their 2016 study.
Do you know what is the most shared ad of all time? It’s the Google’s Android Friends Forever. It’s about friendship, or to be precise about unusual animals friendships. It’s a video with dogs and cats, elephants and dogs, monkeys, dolphins and many other animals playing together. Filled with love and freedom, the video is wrapped in a massage – Be together. Not the same. Watch it. I promise it will melt your heart.
Brands don’t forget that consumers are individuals. Based on market research, it’s better to choose to promote an experience or feeling rather than product. The emotional bond with a company goes long way. Positive feeling with a company is more important to consumers than customer satisfaction according to the Harvard Business Review.
Now and Before
Artificial intelligence (AI) used to be science fiction and today is a science fact. Also, artificial emotional intelligence (AEI) stays sometimes unclear or unattainable as fantasy, and yet, it’s also reality.
When we first started using Internet it was mostly with dial up connection. We would spend 15 minutes to connect just to watch/read something. The enthusiasm was huge and we were patient and grateful for the connection we had. Now, if we open web page and it takes more than 6 seconds to load, we will probably close it and visit competitors website and finish the shopping.
Before we also used newspapers, television, billboards and radio. Now we track customers journey across different channels and devices and the time has come to use different algorithms to predict their journey.
AI technology is implemented in every aspect of our lives. Companies like Google, Facebook, and many others build it in almost every product they have. Today, marketing is almost all digital and marketers have to know SEO, SEM, email marketing, social media and graphic design to keep up with competitors.
Today, we can analyze and predict prospects who are more likely to respond to an offer, we are able to predict purchase trends and user behavior patterns. Since we progress into the Fourth Industrial Revolution, it’s important to adjust and to expect changes. With embracing it, we can gain a lot.
But what if we can add one more layer to AI? What if we can analyze and predict users emotions?
Possibilities of AEI
Is it possible to predict how are you going to feel in the future? Affective forecasting has been studied by many psychologists and economists. Answers to this question might be sometimes blurry, but with machine learning possibilities that we have today, we are a bit closer to the affirmative response.
With knowing how the buyer behaves at some particular moment, what are his needs, wants and desires, and with knowing how to find him in particular moment, it’s possible to serve what is needed, wanted and desired.
AI can easily track user’s behavior and predict future decisions. AI enables predictive analytics, better customer experience, and targeting that is responsible for better ROI. The list of benefits can go on and on.
We know that AI can help in most of it, but what’s with AEI? If we add new layer – emotions, will we benefit more and can we really do that?
With AEI, we are getting more precise results in:
- – Forecasting,
- – Targeting,
- – Better user experience.
Would it be useful to know how will some individual feel next week, or first week of October, or during winter, etc.? Based on searches, social media networks, music, weather, holiday, shopping, walking distance, maps, photos, webcam, smart watch, phone, etc. – it’s possible to predict what will you feel and how will you feel. With analyzing content you choose, facial expressions, heart rate, voice, activity and other factors, AEI becomes reality.
Prediction will lead to better user experience. With detecting and predicting mood, it’ll be known if the customer is buyer or not. By getting emotional information from devices we will give trusted information and trusted sentiment to brands, to marketing agencies, companies, schools, and relevant information to customers. As a company, you want to place an ad for people based on their emotional state.
You’re feeling sad. The app already have your emotional profile and the app already learned what makes you feel better. The app is giving you suggestion with different options – what is best for you to do, or what you should do. It suggests you to watch a movie on Netflix, or to listen some music, watch some tv show, to book a place from Booking, to visit some friend or a restaurant to have a meal you like, etc. With having in mind your emotional profile, your schedule, geolocation or other useful factors, as a best friend it provides the best options for you and your mood improvement. The app will suggest a friend that you laugh with, a restaurant with a positive environment, a travel in city you wish to go, etc.
Dreams and Data – Make Things More Human
As humankind, we always dream of unattainable and impossible… and dreams do come true.
If you’ve watched Star Trek, you’ll remember a character called Data. Data is the fictional Star Trek character, an artificial intelligence life form that is self-aware, sapient and sentient. Even though he is fully functional android, he experienced difficulties with understanding human emotions and by that he is inspired to strive for his own humanity. This goal led his creator to install “emotion chip” that helped him to show sense of wisdom, sensitivity and different emotions from which he earned respect from peers and colleagues.
Today, artificial emotional intelligence is already being used to develop systems and products that can recognize, interpret, process, and simulate human behavior. A number of companies are working and “teaching” machines to read our feelings and to react in a ways that human does. In marketing, it’s not only important to implement emotional content, but to implement emotions in all marketing strategies.
Even though we are far away from Data, dreams led us to give more, to adapt better what we do. With this thought in mind, as Doctor Noonien Soong did, we are installing “emotion chip” and we are teaching machines to feel.
What would you do if you had emotion analytics software?
Nermina Delić is experienced specialist with a demonstrated history of working in marketing and advertising industry. Skilled in negotiation, management and digital marketing.
As a digital marketing professional, she has been in this business for more than 5 years. As highly motivated and goal oriented person, she’s been focused on customer experience and achievement of challenging and realistic goals. Nermina is responsible for marketing and brand communication inside the BPU Europe, Sarajevo office.