M-Pulsive Marketing: A New Generation of Emotions Metrics and Marketing
Web and web 2.0 have revolutionized the way advertising and marketing has been conducted in past. Unlike conventional media, the digital media has been evolving every day. Search engine marketing has brought in the science of guiding the person on search engine to desired page by strategic e-advertising, and site optimization.
Its no more about great designer sites. Its about the behavioral analytics that is applied to develop, and layout the site. Its about influencing the thought process of visitor to move on the site as desired. We have web analytics- a new science of measuring your marketing ROI, and as Avinash Kaushik (author of “Web analytics-An Hour a day”) mentions in his book, its already undergoing metamorphosis!
One key area that’s evident is incapability of web to measure emotions, interest levels of the visitor. Coming back to the book An hour a Day, Avinash does mention valid points on challenges in identifying reasons for action on page views, and exits. There is no way to analyse these reasons. Worst is how do you capture the prospect when he/she is at the peak of interest or is on impulsive mode for enquiring or buying the product.
Mobile phone and the evolving image scan search and voice recognition will bring about seismic shift. Marketing just on time (when the emotional impulse is at its peak.)
Both image scan search beta versions and voice recognition search (beta) are already in public domains (riya.com, google voice search).
The camera cellphone user when gets impressed with a product (lets take a passing by latest model of a car), all he has to do is take multiple snapshot or a video clip. The cell phone transmits the info to the server, where the software application does image mapping and pulls out a sponsored section showing the model of interest. The server streams the video clip of the model with details and shows nearest dealer. At the same time, a text message is flashed to nearest dealer. A courtesy call from dealer inviting the interested prospect to visit show room for a demo at the time when the interest level of the prospect is high, makes it potentially possible for a prospect to visit the show room.
It should be observed here that the info is streamed when the interest level is very high. {The way to identify the interest level is the action of pulling out a camera phone and taking snap shots. Wikipedia definition of IMPULSIVE: Actuated by impulse or by transient feelings) Its an induced reaction and not auto-action} Its realtime advertising and connecting to source of potential sale (in this case car show room).
One may not appreciate the idea of some one calling on phone for sales pitch. However the inhibition is lower when the impulse level is high (That’s neural science). The courtesy call to invite the prospect to experience the product can potentially increase the chances of sale or increase the commitment.
Real time advertising/ Impulse based advertising also increases the brand recall value.
Submitted by CEO of Id8labs Amit Srivastava
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This is intresting. Though sounds a bit futuristic. I believe this is where the market would move as cell phones are becoming an intimate part of human beings. Cell phones are evolving to be hi-tech gadgets. Lot depends on how image scan search and voice search develops.
My mouth was full of WoW Words when I started thinking of such an experience. Its indeed an interesting dimension for advertisement though it’s far from realities of today.
Amit,
“Realtime Advertising”, thats a nice idea that you gave.
Realtime Advertising sure seems like the next iterative avatar of behavioral advertising.
Thankfully, even the technology has advanced to a point where all this no longer sounds like wishful thinking.
Bangalore based Riya have been doing some pretty good work in image-recognition. The beta test reports have been strongly positive. If they can crack it, the future of realtime advertising seems to have arrived.
Im reminded of the movie minority report – where the advertising starts talking to Tom Cruise. The flaw with that kind of advertising was that it was not necessarily RELEVANT. So you had a lot of luxury ads talking to a character in distress if i remember correctly.
So yes, there exists a great opportunity to merge the interactivity of spot advertising with the contextuality that the internet has taken to the forefront.
One may even find the computer monitoring of language like the way google monitors text on email now and then have relevant advertising. Then to stretch it further, computers may even be able to pick up non verbal and behavioural cues from voice to make the ad targeting even more specific.
Do keep posting Amit it was a truly ‘refreshing’ to read this article – ur post really symbolizes what WATBlog is all about!
I guess this is going to be the new mantra for marketing. It is indeed correct to reach a potential customer when he needs the info. This is what is missing now in the scheme of things.
Use of technology to the fullest to reach target customer at Right time is the trick today. Enough legal hurdles can be avoided usingh this.
It looks futuristic but it is not far away. May be 3 to 4 years away. But we need to start thinking now.
This seems familiar, remeniscent of Minority Report. This is a great way to market, the computer can tally what your interested in by making note of your choices in searches and can apply personalized ads that the computer thinks you would like to buy based on the cumulative tally of intrests that is updated constantly due to your computer usage, shopping habits, television viewing and movie purchases on your credit card. If we can make a system such as that work, then we’ve got a billion dollar industry there because every body would want in. Kaushik’s book is really good too, keep posting and feel free to contact me to update me on topics or converse on others. Peace.
I agree this is cool stuff. Seems youth and early tech adopters in other age segments would love this. I can see how this meshes quite well with the evolving “collaborative web”, aka Web2.0, where one can post and contribute to, as well as research and gain advice from, communities from most any device and through most any channel. I know that I find myself increasingly using Google SMS, Wikipedia, http://www.linkedin.com, etc. from my Blackberry as “just in time” information (and promotional) media and have had experiences where I have welcomed an ad when it has hit the “sweetspot” of heighthened interest, which usually only lasts for the few minutes I am searching. This will always be a 50/50 proposition where half of those reached are delighted and the other half miffed. That said, one has to try to get better, eh?
Good holiday all.