m-Pulsive marketing: A new generation of emotions metrics and marketing

http://www.watblog.com/2007/12/10/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.