Making powerful emotional connections through digital marketing at scale is possible, and you’ll hear how it’s happening in this conversation between host Bernie Borges and his guest, Aaron Masih, Chief Operating Officer at Persado. Aaron describes how marketers can use machine learning and AI to make an emotional connection with customers, and thereby understand exactly how to deliver the right message to the right person at the right time.
The concept of emotional intelligence has received widespread attention since the publication of Daniel Goleman’s highly acclaimed book, “Emotional Intelligence,” and the concept is of particular interest to marketers because the needs and pains marketers hope to address are discovered by connecting with consumers on an emotional level. Making that kind of connection was easier when buying decisions were most commonly made face to face, but with the advent of the digital world, everything has changed.
When the right kind of emotional connection happens, purchases happen, customer loyalty increases, and repeat purchases are a natural result. Find out how AI is able to make all the difference, on this episode.
Aaron Masih says that while digital technology has created the problems marketers face, digital technology also provides the solution. Through machine learning systems like the Persado team has created, customer responses to marketing messages can be assessed over time, enabling the messaging to be refined according to the emotional language buyers respond to – or not. This level of personalization makes it possible to connect emotionally with buyers, at scale – and increase profitability through more closed transactions. Be sure to listen to this episode to hear Aaron’s description of how this amazing technology works.
For as long as marketing and sales training has been in existence, we’ve been taught that understanding the buyer is a fundamental premise to increased sales. Current data shows it’s still true. When marketers are able to tailor a conversation to a specific customer, that person makes 2.4 times more purchases annually and is 6 times more likely to purchase from the brand even when competing brands are on sale.
But here’s the rub: The online experience happens at a much larger scale than the in-person marketing and sales experiences of the past. How can marketers understand the emotions of their potential customers at that kind of scale and distance? Aaron Masih points out that it’s too big of a problem for humans to solve, which is why many marketers are turning to machine intelligence for the solution.
In this fascinating conversation, Aaron explains how AI (also referred to as augmented intelligence in this context) can gather and analyze marketing and sales data to enable a better understanding of the emotional context in which buyers are making their purchase decisions. This empowers marketers to create content using the right emotionally intelligent language that will motivate action from their buyers. It’s an approach that not only increases sales but meets the true needs of the customer at the same time, while strengthening brand loyalty.
What Are The Primary Emotional Triggers Your Audience Responds To?
The most successful brands are those that effectively use emotionally intelligent language to make an emotional connection with their customers. In the modern, large-scale digital consumer landscape, machine learning such as Persado that Aaron describes on this episode is what makes it possible.
The deeper analysis possible through the use of augmented intelligence provides a true understanding of the effectiveness of emotional appeals, both across broad groups and in individual cases and enables marketers to custom-tailor their messages in powerful ways. It’s going beyond traditional best-practices applied to good sales copy to assess the true impact it’s having and improve its effectiveness.
Augmented intelligence is proving to be the key to effective digital marketing. It empowers people – marketers, managers, copywriters – to do their work with greater effectiveness through emotionally intelligent language the data shows will be beneficial and effective when used to engage with specific customers.
This technology-augmented approach also enables marketers to understand the right ways to connect with customers throughout the stages of their buying journey – including the right platforms to use in order to make those connections. When the consumer is receiving this kind of relevant, emotionally intelligent messaging, they feel understood and appreciated, and are more likely to become loyal customers as a result.
Be sure to listen to this episode. The insights Aaron Masih shares will get you thinking more deeply about how your marketing can and should be making an emotional connection with your buyers, and how you can accomplish it through the use of artificial intelligence in your martech stack.
[2:43] Customer loyalty: What’s causing it to decline?
[17:27] Is AI-empowered marketing being received well in the marketing world?