Brands are apparently failing when it comes to using emotion in their marketing.
Results from a study by cognitive content generation platform Persado evaluated how marketers apply intelligence from behavioral and attitudinal data to develop "impactful" marketing content - and the results aren't great.
According to the data, 40 percent of marketers struggle to make sense of such data for use in content creation, particularly when the purpose is to have that message resonate on an emotional level with audiences. As a result, according to Persado's research, marketers are turning to automation solutions.
Highlights from the study reveal that consumers currently rate brands poorly on the ability to send personalized messaging or offerings, and yet, only 28 percent of marketers surveyed are placing a high priority on making improvements to that area in the next year. Additional findings include:
- 89% of marketers surveyed believe they are excellent or very good at using behavioral and attitudinal customer data to create the right content based on insights and emotions across channels.
- Only 15% of consumers are very satisfied with brands’ ability to understand the emotions that will inspire them to interact, transact and communicate with brands.
- Up to 58% of consumers rated brands’ ability to make their offering resonate on an emotional level as poor, regardless of the channel brands use to reach them.
“The survey data confirms consumer demand for more personalized experiences, even as marketers struggle to create emotionally relevant content that consistently performs,” said Alex Vratskides, Co-founder and CEO of Persado. “Persado’s cognitive content platform enables marketers to efficiently generate personally engaging messages at scale, while providing their customers with a more valuable experience that inspires them to take action.”