Emotions triggered by social media sharing ‘is marketing utopia’ new research claims
Dr Peter Steidl
Marketers should be targeting consumers the moment they share social content as that is when they are at their most receptive to advertising, a study has claimed.
Research released this morning suggests social sharing releases a natural “drug” called dopamine which stimulates a “heightened state of desire” normally associated with sex, food and exercise.
The study, conducted by neuroscientist Dr Peter Steidl in partnership with marketing firm RadiumOne, concluded that adverts served during social sharing will deliver improved results for marketers.
I would suggest neuromarketing research ‘demonstrates’ that emotions are powerful drivers of consumer decision-making to a far greater degree than previously thought, but that ‘need’ still trumps ‘want’ as the ultimate driver. Maybe that’s just semantics. Great stuff and thanks for sharing.
If you’re interested in learning more about neuro-marketing and emotional recognition technology you should definately read The Happiness Industry by William Davies.
I had a look at The Happiness Industry online – sounds fascinating, so thank you !
when i’m already annoyed and then i see some advertising, that’s mood congruence.
I think a few months ago there was a buzz-thing called real time marketing, which sounded similar, is it? I didn’t see the word native in the article, was native involved or is it foreign to this new methodology?
I am just trying to distill this down without using the word Neuro (doh!)
Am I am correct in saying that the story from the research and case studies is to ensure ads served are targeted at potential customers who are demonstrating a recent interest in a given category or topic and are contextually relevant. The results are better if the ad is served within a short period of time of that potential customer socially sharing about the associated category or product.
Is that it, or is there some secret sauce that the team used to make this process awesomely automated?
This is really interesting if any involved technology platform actually targets the actual sharer and their friends. If it just looks at social buzz to schedule ads then it doesn’t scale to (relatively buzz free) categories like CPG and really just makes the media buyer in the social media team redundant.