Recap: Technology and Marketing: From Mind to Map
This month’s event brought together two topics that showed how technology is enabling marketers to be more relevant to our audiences. Asif Khan from the Location Based Marketing Association talked about how marketers are using Location Based Marketing (LBM) and Diana Lucaci and Katerina Juskey from True Impact Marketing introduced us to neuromarketing, which measures brain responses to really understand how users are truly responding to marketing messages. Through these two lenses we can begin to see the depth and breadth of marketing tools technology has enabled.
Location Based Marketing – Asif Khan
One of Asif’s core messages was that “location” doesn’t mean “mobile” and LBM isn’t just about checking in on Foursquare. Asif described it as “the intersection of people, places and media.” Wherever we are, and whatever device or app we choose, that’s a location.
Asif showed us a lot of intriguing examples. Some showed marketers offering services where the customer is, such as digital walls in airports where travellers returning home can order the groceries they’ll need to restock their fridges, and pizza ordering stations in transit shelters so riders could order dinner while they wait for the bus and have it arrive soon after they get home.
Others showed we can push offers to individuals based on where they are, like a coupon to a customer when they are standing in front of the display deciding between brands. Starhub in Singapore chose fitting room music based on what clothes customers were trying on and pushed targeted download offers to their phones on the spot. (See how they did it here.)
Asif also shared examples of marketers increasing relevance based on real-time LBM data, like digital signage on a NYC bus allowing ads to be selected for each intersection based who has checked in to services like Foursquare instead of a static ad based on the bus route’s demographics.
Some examples used onsite-only offers to draw customers to the advertiser’s location. For instance, few users pay for advanced Angry Birds levels, but many choose to shop or eat at advertiser locations (e.g. McDonalds in China) where they can unlock new levels for free.
Asif’s many examples all result in making the content hyper-relevant to the user. He reminded us that if we’re going to use LBM we need to first understand who we are targeting so we can choose tools that will reach them, and I think his overall message could be summed up with one of his comments:
Content is king but context is the advisor
Neuromarketing – Diana Lucaci and Katerina Juskey
If LBM is about getting the right message to the right people at the right time and place, neuromarketing (NM) is about determining what the right message IS.
Diana Lucaci from True Impact brings science into the boardroom, using tools that measure brain response to show marketers how users respond to their content. She was quick to remind us that neuromarketing is not about manipulating the subject’s brain, just reading its response, and introduced us to three NM technologies:
- EEG – Electroencephalography records electrical impulses produced by the brain’s activity to see whether a subject is engaged or not, or has positive or negative emotional engagement
- fMRI – Functional MRI machines measure the blood-flow to areas of the brain that are responsible for decision making and gives even more insight into how the subject is reacting to content
- Eye Tracking – helps correlate the emotional, attention or memory activity with the visual focus on the advertisement
One of the big ideas behind these tools is that what people say they think and feel doesn’t always match what they really do, so focus groups and surveys can’t always give an accurate insight. Diana also pointed out that what questions we ask, how we ask them, and who else is in the room can affect subjects’ responses in traditional market research but by measuring the brain’s response neuromarketing can cut through some of that and tell us what people are really responding to. Used in conjunction with traditional research, NM can fine tune our understanding of the results.
Diana also showed us how we make decisions, with the part of our brains that handles emotions causing us to respond – mentally and even physically – before we even begin to think about a decision, and urged us to keep that in mind when we’re making decisions. Even when we don’t think we’re being affected, we are, and the fMRI can measure that.
One of Diana’s intriguing use cases involved three stop-smoking ads being shown to a focus group, which chose ad “B” as the most effective, while fMRI scans showed people really preferred ad “C” and in the real world, ad “C” drove 3 times as many calls as the others. Ads “A” and “B” were both based on rational arguments against smoking, the reasons we all want to believe we make decisions, while ad “C” tugged the heartstrings, addressing how hard it is to quit and how smoking affects our families. The fMRI was able to show that despite what the focus group respondents told marketers (and themselves!) the emotional appeal is the one that really worked.
While the fMRI gives the deepest insights, EEG is a very effective tool because it provides immediate readings and it’s more portable and easy to use. Katerina told us about EEG’s and how they can show negative and positive responses and whether the subject is really engaged or tuned out. They also showed us a great example of how eye tracking can help us improve campaigns. Eye tracking on an ad showed most time spent looking at the headline, a little at the model, and almost none at the product. By changing the ad so that the model was looking at the bottle, viewers’ behaviour was changed and they spent more time looking at the product. Eye tracking identified what was happening, cueing marketers to make changes, and then measured the result to show that the change worked.
Diana acknowledged that neuromarketing is quite new and there is controversy around its effectiveness, but she likened selling it to selling some of the earliest websites. Many of us can remember when businesses were skeptical about whether a website would really drive business, but now there’s no question about it. Similarly, Diana expects neuromarketing to become more mainstream as marketers gain more experience using it.
Relevance, relevance, relevance!
So we covered a lot of territory in a single session, but it all comes back to one of our core challenges as marketers – how to be as relevant as possible to our audience. Location Based Marketing and neuromarketing are two great examples of how technology gives use new and exciting ways to make our content relevant.
Did you attend the Technology and Marketing: From Mind to Map event? What was your biggest takeaway?