What is Emotional Conversion Optimization?
Advertising has always sought to convince wide audiences that a particular product or service, can benefit them in some form. That method of communication was largely structured as a one way conversation by “sellers” speaking to potential customers. Through the years though this method has changed in dramatic ways. For instance, what if the process was reversed by having potential customers speak to sellers?
This is what Emotional Conversion Optimization (ECO) is really about. Over the years it’s been proven through neuroscience research that a customer’s buying habits are fueled by emotions deep below their threshold of awareness. By appealing to these emotions, marketers would be in a better position to create sales. There are four basic emotions that are powerful indicators of buying habits: happiness, sadness, fear, and anger. In 2015, the most shared ads encompassed most of these emotions which proves that even if the viewers of those ads didn’t turn into customers, the way those ads spoke to them personally were powerful enough to cause them to share them to their friends and family. So even if those people didn’t buy anything, their behavior got a reaction out of them that was still conducive to sales.
By appealing to emotions, marketers feed off of what customers feel whether they realize it or not. It is a much more effective way of communicating since it is more precise and powerful. The question of how to appeal emotions still remains though, which is how do marketers determine those emotions and tap into a person is really feeling inside themselves? Recent technological advances in communication have uncovered how to do this and it’s actually not that difficult. Science has proven that slight movements in a person’s facial structure are actually windows into a person’s feelings. Facial recognition software has dug deeper into this and created large databases full of data that serve as proof that emotions can be tracked. This scientific data is what helps emotional conversion optimization even more effective.
Over the last two decades, there has been a steady rise in video. The ability to create micro sized cameras have made video ubiquitous. From security cameras, helmet mounted cameras, smart-phones, and regular screens, capturing the faces of different people is a very easy task. The way emotional conversion optimization plays into this is giving marketers the advantage of knowing what reaction certain videos and images are going to elicit from viewers in advance. By knowing this, marketers can craft much better messages depending on the emotion they want their particular audiences to feel. This could be movie trailers, pop up video ads, or non sales related things such as political commercials during campaign season.
As facial recognition technology continues to grow, emotional conversion optimization will grow along with it. With screens being everywhere, it is very realistic to imagine a future in which screens scanning a person’s face can automate a response that plays off the emotion it reads. In a setting like a store, or public place, this is something than dramatically improve how communication works. This isn’t just related to sales, think of how it can even save lives. For example, with screens being installed in vehicles becoming an industry standard, a screen capturing a person’s face that reveals they are sad, angry, or lethargic may be able to remind them to slow down or pull over for a break. Perhaps the authorities can even be alerted to intervene and prevent a major accident from happening.
All of these possibilities are points that make emotional conversion optimization the next big thing to happen in the communication field. The good news is that you don’t have to wait until the future to see it work because it already exists today and used by a number of different companies.