The perfect album for wherever you go

What if you could go to a certain place in Melbourne, perhaps the Shrine of Remembrance, and there would be an album particularly dedicated to this location?

An album or playlist specifically made for St.Kilda Beach, Dandenong ranges or The twelve apostles?

Well, it is possible and in fact, Swedish band “John Moose” have done this themselves. John Moose describes their music to be a constant war between civilisation and nature, thus no better place to release their new album than in the woods. But how do you release music in the woods?

Geo-Tagging

Geo-tagging, we know, is a tool used to locate where consumers are and perhaps give them a reward for being in this location – i.e. Pokemon Go. Or it can be seen most commonly used to promote a business’ location. Geo-tagging is not a fancy new innovation coming up in 2017, but it still has the potential to create meaningful content for your consumers.

Snapchat has recently released an AR (augmented reality) art exhibitions on their new World Len’s feature. It features nine different locations around the world and at each location, there is an art installation by Jeff Koons.  It encourages consumers to visit the Sydney Opera House to find a cool 3D, AR art sculpture of Popeye.

Other innovations with Geo-tagging have been covered before, for example using geo-tagging to create location-based stories (everywhere you go becomes a museum of history) to opening numerous virtual pop up stores in the middle of the forest, or the beach. What the band John Moose did was create an app, that could geo-tag where the consumer was and once you were tagged to be within some type of forest, the music starts playing automatically!

source: https://www.youtube.com/watch?v=jQxaxhTkhl8&w=560&h=315

With Geo-tagging there are a plethora of opportunities to be discovered that perhaps will become even more prevalent with the emerging innovations of augmented reality. With the release of the iPhone X and it’s new platform which supports AR will set a new standard of mobile phones expected to in the next five years. As digital marketers, we need to continue to look to the future and find ways on how to effectively utilise new technologies to create meaningful content for our consumers to keep coming back to us.

How do you think Geo-tagging could be used to add to a brand’s marketing campaign? Maybe you have seen a campaign yourself but could be further improved through geo-tagging, let me know in the comments below! Would love to hear your ideas of using this digital tactic!

 

 

 

 

Being Emo is Cool. Again.

Emotional Marketing, is a new trend emerging within advertisements and product development. There is no definite definition but this article clearly outlines the use of emotional marketing.

Emotional Marketing and It’s Importance:

Let’s be honest, advertisements don’t have much affect these days with ad blockers, options to skip ads after 5 seconds and catch-up TV. We have less time to cook and even lesser time to watch an advertisement play when we want to watch Jamie Oliver preform his magic.

But emo-marketing aims to connect with the consumer rather than shoving products in our face. Through recent technological advancements in AEI (artificial emotional intelligence) this may well be the future of marketing.

In a study conducted by the Harvard Business Review it found that customers who have a strong emotional connection (‘fully connected consumers’) to a brand, are 52% more valuable and profitable to the brand than compared to those who are just ‘highly satisfied’.

Lets take Apple for example. A highly-satisfied consumer probably buys a Macbook Air and loves it.

A fully-connected consumer, is someone who is addicted to Apple and buys an i-phone, apple watch, Macbook Air, Mac Desktop, Apple accessories and so on.

They are personally invested in the Apple brand. Therefore moving consumers from being highly satisfied to emotionally invested in your brand, is a far better long- term goal.

Now that we have established the importance of emotional intelligence and connectivity, let us look at Part One of the Emo-marketing series.

PART 1-  VR (Virtual Reality) Technology and Empathy

While VR isn’t relatively new, the ways in which it is being used to evoke strong human emotions from viewers has shown to be a really powerful tool. In this instance, New York times has used VR in their article ‘The Displaced’ which tells the stories of three children affected by the refugee crises and the fall out of war.


source: https://www.youtube.com/watch?v=ecavbpCuvkI

This is an incredibly sad and heart-wrenching story that left me crying by the end. But in amidst all this emotion, the inner marketer inside of me thought this was a GENIUS application of the VR experience to promote the use of their New York Times app.

It changes the experience of reading a news article online. Optimised for a mobile experience, it is clear they had a certain target audience in mind. “Who read the paper this morning?” – said no millennial, ever.

How do you think VR can be used to emotionally engage consumers and what other emotional campaigns can be explored through VR? Do you think it would be a useful strategy for marketers?

As usual, let me know in the comments below!

This concludes part one of a three-part series, so please follow me for more emotional marketing strategies being used within the digital world.