Psych Ops Series | Marketing beyond Manipulation

This is a topic where many people never pay a visit or bothered much, now a days marketing is more like a experiment and not a dull pitching of a product or service. The data is so huge, how to make it so structured and how to use it? Let's get into the topic

The data is utilized to understand the end consumer very well. It is so well such that the emotions triggered by the ads are nearly perfect, as if they are enable the customers to have a thought on buying the product. In essence, the ads make the person to forget the natural rational instincts and start making buying decisions based on the fictional image created by the advertisement.

There will be intensive usage of data, at multiple levels of marketing

Product Packaging Level

Here we need Brain Imaging, Oh! Why?, The areas of the product package which would be primarily focused by a person upon the first sight, are to be identified using the brain imaging. So, the product would be packaged in such a way that the person would be triggered with the same emotions in the people that marketing team wanted to be. If a company not able to afford the brain imaging needs to ahead with surveying the different packing methods by Trail and Error Basis, these category of company can start from scratch using the research papers available on the multiple platforms such as research gates, other university research paper presentations on their specific websites

Now comes the real sales, to understand the person emotional sensitivity and condition, likes and dislikes are very important. The targeting of the ads now to be done at a greater ground level. Mass media is now only for the FMCGs (in that also, they are specific to gender, age group, etc.) and other products and services need to be specific to the customers who are in need of it or currently using a competitor product.

Digital Marketing

Digital marketing - Those who are not aware targeting is the component which decides the success of a campaign. Targeting, as the word it self denotes - need to be too specific why because, with a limited budget, maintaining CTR (Click to Rate) and low Cost per Lead needed to achieve the objectives of the campaign. The categorization and structuring each and every customer, in turn targeting them is humanly impossible in case of companies especially in B2C. So, they have multiple Machine Learning service providers who will help the companies based categorize ans structure their audience and in turn target them. You want to know some of the providers - Adext, Grid, Quill and so on... Depending on the micro use case basis

A Deliberate thought

Abusive usage of data would incur only in the situation where a particular group of people have access to specific data. What if data is resource as spectrum and government give license to the firms? What if there is no government intervention and data is available as a free good, is anyone bothered with it? Give it a thought and let me know what you think about it...