Marketing techniques to know what the consumer wants, multiply. Various and varied, they all have their advantages and disadvantages. Emotional marketing is intended to be as close as possible to consumers and their deepest feelings, to create products or services that they like or need.
Drawing on the satisfaction of a product, service or content helps to determine the type of communication or the kind of application that can work, even before it is launched. It is the hunt for empty content, poor content that generates only indifference and which, in fact, provides no added value.
What could be more dramatic and costly for content than to create indifference?
The value of measuring emotional intensity lies in the fact that we, men and women, are unable to quantify an emotion. Our brain consumes 20% of our energy to manage vital functions, conscious acts, and unconscious actions – this leaves no room for other functions, such as measuring time or of our own emotions.
The marketing world has realized that brands, products or services that we want to consume, are none other than those that provide us with emotion! It is explained in a very rational way: our reptilian brain can anchor memories of significant and emotionally powerful events; he is in constant search for sensations.
The Techniques of Measuring Emotions
Some concrete solutions already exist; the emotional marketing tools are electrodermy, face coding or electroencephalogram. Moreover, the youngest is the measure of emotional intensity via the cardiac variability that we propose.
All these techniques pass through different channels to detect emotions in all dimensions: valence, quality, intensity. As its name suggests, electrodermia is based on the change in skin conductance via perspiration, a technique that measures the sympathetic nervous system, the face coding detects facial movements to determine whether the consumer feels satisfaction or rejection of a product or content; here it is the behavioral emotions that are measured. The electroencephalogram is recognized as one of the most intrusive techniques because it scrutinizes the activity of the brain: attention, emotional commitment, encoding memory or awakening.
Finally, the measure of emotional intensity HNL uses an algorithm based on cardiac variability and measures the activation of the parasympathetic nervous system.
Today, advertisers and marketing firms are looking for several criteria in the search for the best tools: the devices must be precise, adapted to their problems, cheap, easy to use and scalable! Interest? Being close to (reality) emotions, which are multi-dimensional and diffuse, but most importantly, avoid gadgets #called to do.
Whether the purchase intention is present or not, the characteristics of the good or service, more or less desired, are all scrutinized – in less than a few seconds – the consumer will first feel the benefits of what he has to see, hear or feel. The purchase decision will be oriented by the image that gives the product or the service at the first contact, with the consumer. Then consciousness starts: what am I willing to lose in exchange for this product? What will it do for me? Why buy this product over another? It is where the emotional marketing finds its meaning: the higher the emotional intensity provided by a product or service, the less the conscience will force to delay or refuse the purchase and the more the consumer will have fun!
However, beware, if the product does not respect its promise of the first contact, the backlash will be painful for the brand: we no longer lie to its customers! Rather reassuring …