The Media World Once Again
In the past few weeks, I have written several Postings with regard to an emerging field not only for Biometrics, but possible for the Biometrics Industry as a whole. And that, is the use of Biometrics and other subsets of it for gauging customer response to advertisements and commercials. The basic premise is that in focus group studies conducted prior to the launch of a particular commercial or a product line, examining how a potential customer will respond is key in determining the most effective marketing strategy possible (at least in theory, we all know that the marketing world can be a topsy turvy one).
Well, today’s Posting provides an update to this new and emerging area of Biometrics. Here are the details of it I found in a Press Release today: “Innerscope Research, Inc. and Fox Broadcasting Company (FOX) have released new biometric research on the roles of television and online media in creating and extending brand equity. Using Innerscope's Brand Immersion Model, a framework for defining the relationship between the immersive platform of TV and the web's flexibleplatform, the research found that TV, through its unmatched ability to create new, unconscious emotional connections, has the power to form need states — which make consumers receptive to brand messages — where none existed before. FOX and Innerscope Research tested this "connection creation" process by comparing exposure to brands unfamiliar to U.S. audiences within the context of TV and online rich media. They found that TV's heightened ability to engage and sustain unconscious emotional response confirmed it as the medium best able to create personal relevance and, therefore, brand equity.” (SOURCE: http://www.findbiometrics.com/industry-news/i/8920/).
Final Thoughts On Today’s Posting
First it should be noted that the lead market research firm in this study (as well as others) is known as “Innerscope Research”. In it, 240 subjects were chosen for this study, and these participants viewed some 18 brands (based out of the United States) across 3 major broad advertising segments, which include: 1) Automotive sector; 2) Technology sector; 3) Entertainment sector. Also, 6 overseas brand campaigns (those not originating from the United States) were also presented to the participants. But, this study is quite different than from the other studies I have written about.
And that is, the participants were given both online media as well as traditional television media (a combination of these were utilized) from which they could create the impressions, and from there, quantified by the researchers. The results of this study actually surprised me. Given the advent of social media today, one would think that the online media world would be the one that would make the strongest impression upon potential customers. But, rather the contrary was found. For instance, it is a combination of both which creates the strongest brand impression in the minds of a potential customer, with the traditional television medium having a stronger impact between the two.
But even more surprising to me, it was found that “content synergy”, between the two forms of medium (traditional television ads and all of the online media stuff) which had the highest net resultant impact in the eyes of the potential customer. This is what will make the most effective marketing strategy for any marketing department: “the most effective advertising leverages common content and brand synergy across the two media, extending the impact and value of both by invoking and reinforcing the environment where the original association was created.” (SOURCE: http://www.findbiometrics.com/industry-news/i/8920/).
In other words, put the same content across the two media for maximum impact and results. For instance, according to the Press Release, when this content synergy was used, the emotional response was 48 times greater than just using online ad methods, and the brand image was remembered by the potential customer 4 times greater. Even more statistics can be seen at the Press Release, just click on the link above. But as the study also found, in order to get a potential customer to actually purchase a product or service, the Vendor (whom ever it is, the specific industry does not matter) you have to also hit upon their various “need points”, also known as in the traditional marketing mediums as the “pain points” of a customer.
Whatever ultimately happens here, the bottom line is that Biometrics will continue to play a very dominant role not only now, but also into the future of marketing research and advertising campaigns. While nobody can ascertain 100% the buying decision behavior of a customer, at least trying to see how they react to certain commercials and brands will be key-and which Biometrics can provide this clue in this ever changing and dynamic world of consumer behavior. Heck, who knows, there could be a new field now emerging in the Biometrics Industry called “Bio-Marketing”.