We all know that humans are emotional beings. In every decision we make emotions play the decisive role.

Understanding emotions are therefore fundamental to be even closer to your customers because once customers are emotionally connected, they stay loyal.

Emotions drive loyalty – Loyalty drives profits.

Brands therefore continuously try to find new ways to be even closer to prospects and buyers, because, once a brand is in the heart and mind of buyers, it will affect purchases and increase publicity through word of mouth.

What if brands were able to accurately understand how consumers feel emotionally about their content, and be able to create content based on desired emotional responses?

This is the holy grail of advertising, and it is here today. With Artificial Emotional Intelligence, brands can create that deeper emotional connection.

Once brands accurately understand how consumers emotionally react to content it will change the way how we become even closer to our customers. Imagine being able to:

• optimise text in headlines, websites, chats, PR etc to fit the desired emotion of the brand
• perform emotional analysis on social media and influencers to finally see the true emotional impact of content and go far beyond sentiment analysis
• Place digital ads only in emotionally suitable pages on websites – no more ads showing up in the wrong places
• Text to speech engines that become more human
• And many more!

This is not science fiction. Using Artificial Emotional Intelligence you can be even closer to your customers today.  

Take a look at the BMW slogan. Which slogan will evoke the right emotional reaction in the reader? The Ultimate Driving Machine or The Best Driving Machine?

The brand character of BMW is that of the Achiever archetype, thus fitting well with the evoked emotion of Amazement. Yes, BMW made the right decision.

As an international brand advisor, I am fortunate to work with brands around the globe. I know that many brands struggle to be even closer to customers. Understanding the emotional reaction of customers to content even prior publication sounds magical. 

With the company we have done what nobody else has been able to do before: we accurately forecast the emotional reaction of customers to text and do that in many languages.

Using EMRAYS brands can finally start connecting on an emotional level and be closer to their customers. Read more at emrays.com or contact me for a demo.

Originally published on 15 November in LinkedIn.