Emotional benefits are a fundamental pillar of branding. Marketers have always sought to give their brands a personality that potential customers can identify with – and they have always sought to elicit carefully selected emotions through their advertising. What’s changed is the stakes. In the age of the filter bubble and the personalised algorithm, you don’t get to have a conversation with a consumer unless you are aligned with the emotions that particular individual is already feeling. This requires marketers to take an altogether different approach to the emotional element in brand interactions.
I describe emotional intelligence as a person’s ability to identify emotions (in both themselves and others), to recognize the powerful effects of those emotions, and to use that information to inform and guide behavior.
EI as the dominant influence over people’s choices – the thing they most value. A person with a high EQ doesn’t adopt the same conversational style with everyone they meet – they have an instinct for picking up on a person’s current feelings and deeper motivations and expressing their personality in a way that fits. That’s now the requirement for marketing – and it will require tuning into different types of intelligence.
The good news is that we have more robust and actionable sources of such emotional intelligence than ever before.
Emotional intelligence is a practical tool, there’s great potential for emotional intelligence to be used for the greater good, the process of developing emotional intelligence is a continuous process.
Being able to interpret and analyse emotional signals is one thing – just as significant are the options marketers now have for acting on them. Conversational commerce, powered by AI and chatbots, will be most effective when it can tailor its approach and tone of voice to a consumer’s emotional state. Once AI is able to do this effectively, it will enable brands to deliver personalised, emotionally relevant experiences at scale.
Are consumers really ready for personalised marketing based on their innermost feelings? It’s a bold idea – a bit out there even – but research suggests they are and that the opportunity for brands is material.
From emotive positioning to emotional personalisation , Quantifying emotion – it’s already happening
Social change through bits and bytes
The year of the VR platform wars
Clickable links will finally come to Instagram
The race for cloud computing gets fierce
Get to chat even more with the bots
Big data isn’t everything – we’ll need the humans
Driverless cars will include health sensors
Vocal biomarkers- the future of diagnostic medicine
Your phone will become your doctor
Pokémon Go was just the beginning
An insurance company launches its own wearables
we are working to close the communication gap between man and machine. For 2017, our predictions are related to how we’ll communicate with wearables and other devices, how EI systems will communicate with each other, and how we’ll communicate with each other about EI.
1 – The movement towards conversational interfaces will accelerate
2 – Design will begin to evolve to increase our trust in EI
3 – We’ll start talking about how EI systems talk to each other
4 – EI will take a hit due to imbedded bias
5 – Enterprises will start to demand ROI from their EI
Beyond 2017, think of a future when we can casually ask our personal devices for information regardless of subject – “How much money do I have in checking?”, “When was my last physical?” or “What restaurant within a 10-minute driving distance has an open table for 2 people?” In the next year, designers will begin to apply knowledge of human interaction, specifically in the area of how we earn trust and respect, to EI systems. Elements of communication like tone, sentiment, timing, visual cues and word choice combined with AI. In the next year, efforts will begin to create universal standards for EI interactions.