Mood marketing. It’s a buzz-word, no doubt, but I can’t help but feel that this buzz-word has real substance.
Everything we buy or want to buy has had or will have some form of emotional reasoning behind the purchase.
For example, it may be that a product or service we want to buy offers us the ability to be more productive with our time, which as consequence has given us, the purchaser, a positive feeling – that we’ll get things done! It is these feelings help us associate products with certain emotions or vice-versa. In my case, when I pick up my iPhone I get a feeling of satisfaction because I associate Apple products with quality and reliability.
This is only natural, and I’d guess you also have a list of products that make you feel similar? After all, us human beings are emotional creatures – feelings are powerful, and everyday they influence our decision making processes, sometimes without us consciously knowing.
So of course, businesses have tapped into mood marketing since as long as anyone would even care to remember. We’ve already seen mood marketing in some guise or other on weather apps work quite well. But now, with the ubiquity of the smartphone, mood marketing has become much more sophisticated and I am excited to learn where it’s going to take us.
Let’s explore this a little further then. I’ll give you an example. So, you have a smartphone which has biometric reading capabilities. Each morning you open your phone your finger tip and check your social media profiles, read the news or visit your favourite blog. At this very moment the content you receive is completely based on how you feel, your emotive state.
Think about it. When you unlock your phone your finger tip gives the device layer upon layer of critical biometric data related only to you – that data can then be processed rapidly and categorised into types of feelings with the likes of Facebook advertisers and others capitalising on your current mood. If your blood sugar levels are low maybe a business, such as Coke, will use that data to advertise a specific product or service aimed at correcting your deficiency.
Your mood could also dictate other types of content that you may receive and consume. It might be that you’re feeling low, your phone biometric reader records this when you unlock your phone and, as consequence, you are presented with tailored, targeted mood related content that will lift your mood, thus making you feel good and pushing for an emotive sale.
Whatever the future of mood marketing, the smartphone is a powerful window that will continue to push emotion-based advertising is a new opportunity to further engage with its targeted audience.