Archivo de la etiqueta: Consumer
Emotional Engagement: measure and analyze emotional response to all types of media // vía @FastCompany
with Pirates 4 by Innerscope Research
This trailer quickly engages viewers and carries them on a strong emotional journey. The pink biometric trace reflects emotional engagement of the audience as the story unfolds.
Forbes’ Jeff Bercovici speaks with Innerscope’s CEO about the effects of viral content on the human body.
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Rise of Neurocinema: How Hollywood Studios Harness Your Brainwaves to Win Oscars | Fast Company –
Neuromarketing practitioners have been criticized for shrouding their work in secrecy and hiding behind client confidentiality while not offering proof of the effectiveness of their science. By tying emotional engagement results to data in the public domain, Marci hopes biometrics and the larger neuroscience field gain more credibility–certainly in the entertainment industry.
While Mullen views neuroscience-based methods as an “exciting new frontier for cinema marketing research,” she voices strong caution on the Innerscope study findings.
“A movie studio may be able to use bio- or neuromarketing research to get the best possible trailer out there for consumer eyeballs, but one cannot ignore the extremely weighty aspects of marketing spend, publicity and promotions upon levels of awareness, interest and buzz. It makes sense that high engagement (high attention along with high emotional connection) by a wide fan base would indeed lend itself to high box office receipts. But high engagement without high marketing spend can cause a box office flop, regardless of how well the trailer plays to audiences. If consumers don’t know about the film, it won’t succeed at the box office. All the variables must be brought to bear in a prediction of this nature.”
Innerscope Research is a revolutionary media research firm that uses a breakthrough, non-invasive biometric approach to measure and analyze emotional response to all types of media. Founded by Dr.Carl Marci and Brian Levine, Innerscope focuses on emotions, the primary driver in consumer and audience choice.
Innerscope utilizes advances in neuroscience, biometrics and proprietary software, combining measures of skin conductivity, heart rate variability, respiratory response, motion and eye tracking to provide deeper insight into consumers’ media and message consumption. This integrated approach measures beyond self report and is unbiased by culture, context and cognition.
According to Innerscope’s emotional engagement research, here’s who gets it right (and wrong).
- Grab the audience early. Don’t let the popcorn distract them. (See: The Avengers, The Amazing Spider-Man.)
- Take them on an emotional journey. The classic hero’s journey storyline works in trailers too. (See: Kung Fu Panda 2, Flight.)
- Hold back some pivotal moments. Leave them wanting to see the movie for the full experience. (See: Super 8,The Dark Knight Rises.)
- Watch out for attention vampires. Use special effects that support the story, not distract from it. (See: Harry Potter and the Deathly Hallows, The Hunger Games.)
- Star power, action sequences, and cool music help, but… great stories with compelling characters are what ultimately drive emotional response. (See: Pirates of the Caribbean: On Stranger Tides.)
According to a recent Gomez study, 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. Even more staggering, the same study found 46% of consumers are unlikely to return to a mobile site if it didn’t work properly during their last visit. Sigue leyendo
So far this year, digital album sales in the U.S. are up 15 percent from the same period last year. And Americans have already purchased one billion digital tracks, a pace that is set to break 2011’s record of 1.3 billion sold, according to Nielsen. A look back at music sales over the past few years found that the explosion of devices on the market– such as smartphones and tablets– and their increasing role in consumers’ everyday lives has played a major factor in the growth of digital music.
The Drum takes a look at the key ingredients for creating a successful app strategy that will deliver.
With the exponential growth of mobile comes the wealth of opportunity for brands to enhance consumers’ lives by providing useful or relevant information, entertainment, or simply enabling them to complete concurrent tasks more seamlessly. This is where apps come in.
But with over 700,000 apps in Apple’s app store alone, and apps to inform, educate and entertain, it can be difficult for brands to understand how to implement an effective app strategy. Here, The Drum speaks to individuals from the app development sector to determine their top tips for applying apps successfully.KNOW YOUR CUSTOMER
At the heart of an app is its user, therefore it is crucial for brands to understand their customers. “As with all marketing, it’s essential that the consumer is always at the heart of the creative idea,” says Mark Hadfield, senior planner, Weapon7. “This ensures relevancy and gives the app a real role in their lives.”
Kevin Galway, business development manager, bss digital, stresses the importance of understanding customers. “What do your customers want and what technologies do they use? Will they be prepared to pay for the app or do you need to deliver a native app and a web app to reach more users? Ultimately an app needs to be useful, enjoyable and informative to the customer – this is paramount to keep them coming back for more.”
Grapple CSO Adam Levene also emphasises the importance of harnessing the potential of mobile to make their lives easier. “It’s all too easy to borrow from what a brand is doing online. The smartphone is the most personal device in the world, always with customers and always on. As such, brands must get into the mindset of providing a first-class experience that provides ongoing value, solves customers’ pain points and makes their lives easier. More than any other channel, mobile has the potential to build deeper connections between a brand and consumers.” Sigue leyendo
Consumers don’t expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
Two key drivers are fueling the FLAWSOME trend:
- HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.
- TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks and ratings.
* Yup, FLAWSOME is by far our most cringeworthy trend name. But we bet you’ll remember it
So, while HUMAN BRANDS might not be a ‘new’ theme, four currents are now converging to make consumers more focused on brand attitude and behavior than ever before:
“human nature dictates that people have a hard time genuinely connectingwith, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes”
- Consumers’ disillusionment at corporate behavior has (finally) spilled over into outright disgust. As a result, any brand that can show business in a new light will be (deservedly) welcomed with open arms.
- Nearly 85% of consumers worldwide expect companies to become actively involved in promoting individual and collective wellbeing; an increase of 15% from 2010 (Source: Havas Media, November 2011).
- Yet only 28% of people think that companies are working hard to solve the big social and environmental challenges (Source: Havas Media, November 2011).
- Consumers are more and more aware that personality and profit can be compatible (think Zappos, Patagonia, Tom’s, Ben & Jerry’s, Michel et Augustin, Zalandoand more). With every business that succeeds while remaining reasonable, helpful, fun or even somewhat ‘human’, consumers will become increasingly disenchanted when dealing with traditional, boring, impersonal brands.
- Most people would not care if 70% of brands ceased to exist (Source: Havas Media, November 2011).
- Online culture is the culture, and inflexible, bland ‘corporate’ façades jar with consumers who live online where communication is immediate, open and raw (also see MATURIALISM). What’s more, people openly broadcast and share their lives online – flaws and all – and thus brands are increasingly expected to do the same.
- Last but not least: human nature dictates that people have a hard time genuinely connecting with, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes – don’t assume brands are any different. Sigue leyendo
|Geoff Ramsey—CEO, Co-Founder|
Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.
Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.
Marketers, especially those working in social media, have seen the proven value of branded content, sometimes also referred to as “earned media.” Nearly three-quarters of US companies with a social media strategy used such content in their campaigns, making it the most common type of content used, according to a June 2010 study by King Fish Media, HubSpot and Junta42.