Music Trends Illustrate the Power of Emotion

The way products are marketed and advertised is changing, as well it should, as there has been a shift in the market over the last decade or so. Potential customers are well aware of the old marketing and advertising tricks. What companies are starting to realize is something we at Emonalytics have known for some time: Emotional responses dictate individual action.

There is a major difference between what a person says they feel and what they actually feel. Other indicators, such as body language, facial, and other physiologic changes to stimuli tell a much different story than what a target audience initially stated. This is what should be focused on and the definitive area in which a company must work to truly reach its potential customers. Knowing what your audience really thinks about your product, and how they react to it, can give you more insight into how to target them in the future.

While providing a slew of data and research can possibly explain how this process works, a real-life example works better to illustrate the success of this type of campaign much better. In December 2013, Beyoncé released her self-titled new album without as much as a peep from anyone, including herself, until the launch date. Beyoncé chose to inform her fans and the world of the album’s release via an Instagram status update with the word “Surprise!” Then, through simple word of mouth, the iTunes-only album spread like wildfire and sold 828,773 copies worldwide in the three days that followed. Lady Gaga, whose team marketed the album for an entire year, spending millions on advertising, was only able to sell 305,000 copies in two weeks following its release. (1)

There are three reasons for this: It shocked people, it was different, and it was on-brand for her. Shock forces people to talk and then they feel the need to spread the news to friends and family. Her method was also different, another concept that provokes an emotional response in people. Having been so successful with this type of campaign, and seeing the response she got, other artists are sure to follow suit.

Emonalytics provides the neurometric tools necessary to pinpoint your audience’s emotion, what they really feel, and other influences that determine their behaviors. In this way, we are able to align the methodologies and customize the approach a company takes for their specific objectives. This is because not every company needs precise emotions since some need an initial response to stimuli through pupil dilation, while others need just the cognitive load. Essentially, through our detailed research methods, we match the right surrogate marker for our clients’ needs so they too can have the success Beyoncé had with her latest album.

Sources:

1. http://www.forbes.com/sites/jackiehuba/2013/12/17/beyonce-uses-only-word-of-mouth-to-market-surprise-new-album/