Why It’s Important To Emotionally Connecting with Consumers

Why It’s Important To Emotionally Connecting with Consumers

In a world of multi-messaging and multi-screening, it is imperative for brands to create an emotional connection with consumers. 
Most of us are using multiple devices to view content on smartphones, tablets, desktops, laptops and now even watches! According to a report published by Accenture and featured in LostRemote, 87% of consumers use more than one device at a time, making it extremely difficult for brands to engage emotionally with consumers.
Creating an emotional connection and tapping into consumers’unspoken emotional needs can often increase consumer engagement with a product or brand.
According to a research study published in Harvard Business Review, customers who are emotionally connected to a brand are 52% more valuable to the brand than customers who are highly satisfied. This value can be measured in the form of increased sales, recommendations to friends and family, increased engagement via social media and additional visits to their location. about it, but what is it, really?
This study also highlights ten “emotional motivators” that brand should address when connecting with their consumers.  The list includes the following.
  • Stand out from the crowd
  • Have confidence in the future
  • Feel a sense of freedom
  • Feel a sense of thrill
  • Feel a sense of belonging
  • Protect the environment
  • Be the person I want to be
  • Be secure and succeed in life
It is important to measure and understand the “emotional motivators” or the feeling that drive a customer’s behavior and, ultimately increase engagement.
This information will not only help to provide insights into customer satisfaction and brand knowledge but will also be incredibly useful when developing a marketing and communication strategy.

One of my favorite quotes that I stumbled upon when reading a study published in by Oxford Unversity is, “people don’t share facts they share emotions.”  I couldn’t agree with this more!

References

LostRemote: Accenture Report: 87% of Consumers Use Second Screen Device While Watching TV

Harvard Business Review: An Emotional Connection Matters More than Customer Satisfaction

 

 

 

 

 

 

 

The World of Everything: AI Hype

The World of Everything: AI Hype

ARTIFICIAL INTELLIGENCE

THE WORLD OF EVERYTHING

Making Sense of the AI Hype

 

 

Greg Yates
Chief Marketing Officer
09 March 2017

Artificial Intelligence (AI) is everywhere, bringing hype and fear to almost everyone. As we move into an automated future, we have to start considering things like will robots really make human jobs obsolete? According to Oxford University, researchers estimate that ‘robots’ could potentially automate 47% of U.S. jobs within the next 20 years. Scary, right? The buzz around the upcoming SXSW Conference that kicks off later this week is all about AI, so I’ve been asked a lot recently if all of the hype is real?

 

AI is still in its infancy stage. While it is moving towards its tween stage, the problem now is that people are jumping on the AI bandwagon without fully understanding what it is and how to successfully create it. I equate it to the Wild West – the main AI players are using a statistical methodology that is known to be inaccurate. Companies everywhere are claiming to have AI or be creating AI, using open source platforms and using an AI engine from the same place. In reality, proper AI should be developed by a skilled mathematician, and not a statistician, with a technology background and knowledge broader than simple probabilities to create an AI engine that can be utilized into different mediums. People are rushing into AI to be part of the trend, but like most things, we will start to see a large percentage of the subpar AI phased out. The true and successful AI will move away from the statistics based model we are seeing now, and move into a deterministic model that looks at data and solves it.

 

 

For example look at the Echo that I personally use at home. It has its limitations, however, it should be considered a baby that still needs to learn. Current AI should not be treated like a grandparent full of knowledge with all the wisdom of the world yet; it should be treated like a child with an understanding that it is not going to know information it has not been fed yet. As more organizations start back filling the brain of AI, then the AI will learn more and start to do learning on its own.

The key is combining biometric data with AI data, producing the most robust form of humanized intelligence.

Yes, believe the hype, but be patient with expectations. One day the AI imposters will be gone, and the real AI will change day-to-day operations across all aspects of our lives. The key is combining biometric data with AI data, producing the most robust form of humanized intelligence. We will move away from the concept of artificial intelligence and move towards the idea of cognitive intelligence. The future will be the World of Everything (WoE) or a 365° view of everything tangible and intangible that surrounds us. Our cognition mission will be able to solve for all of it.