Drugs, Data And Tech: Has Marketing Utopia Arrived?
Automated marketing company RadiumOne has proven that real-time social data is turning traditional marketing on its head. Instead of brands seeking to evoke emotion through creative alone – consumers’ real-time emotions are becoming a powerful trigger for effective marketing.
The merging of social sharing data with real-time media delivery is allowing brands to align their messaging with the ‘right now’ moods and passions of consumers.
RadiumOne partnered with Dr Peter Steidl, renowned brand strategist at Neurothinking, to explore the principles and application of neuromarketing as it relates to social sharing and real-time media. Drugs, Data and Tech: has marketing utopia arrived? is the culmination of this work and was released today.
The research explores the ‘sharing economy’ – where consumers share their interests and passions across all social platforms. The groundbreaking work dives into three key areas that will be critical as the marketing industry strives towards ‘marketing utopia’:
- The drug is dopamine: it stimulates a consumer’s heightened emotional state of desire.
- The data is social sharing data: what, when and how consumers share the things that really matter to them.
- The technology is real-time media delivery: an ability to activate in the ‘right now’ – the moment consumers are showing us their emotional state and passion points.
Kerry McCabe, RadiumOne managing director Asia Pacific, said: “For too long our industry has had an over- reliance on great creative as the means to tap into consumer emotion. We wanted to come at the challenge from the opposite direction; tapping into the ‘right now’ emotional state of consumers as the catalyst for marketing activity, rather than the goal.”
He explains that social sharing is more than an indicator of interest or advertising receptiveness, but also the perfect trigger for marketers to connect with consumers in their ultimate moment of openness.
“Once we’ve found consumers’ real-time passion points thorough their sharing and interacting with content – technology allows us to act on these in real-time. Exceptional and relevant creative will always be important for brands, this work looks at the role of social data and technology in placing consumer behaviour at the forefront of the strategy.”
Dr Peter Steidl of Neurothinking said: “Social sharing activates the rewards system of the brain, providing the same dopamine release that we receive from please seeking activities such as sex, food and exercise.
“Building social sharing data insights and triggers into marketing strategy is a valuable step in getting consumers across the line. It requires aligning the timing of messages with the mood of consumers, based on what their actions are telling us about how the feel, in the moment,.”
The project included testing and applying these insights to several live marketing campaigns for brands including Tigerair and One Direction’s recent Australia tour.
For Tigerair: by focusing on consumer sharing of travel related content across the open Web and mobile, and their intimate (dark social) networks, RadiumOne proved:
- The importance of acting in the “right now” while dopamine levels are peaking. Some 34 per cent of all sales across the campaign occurring within 20-minutes of the sharing event and advertising message being viewed.
- Using “sharing events” as the trigger for marketing activity unlocks a valuable new prospecting channel with 62 per cent of the customers’ acquired during the campaign being new customers to Tigerair.
For One Direction: RadiumOne capitalised on the social buzz around the band to drive ticket sales across Australia after the ‘hard core 1D fans’ had already purchased. Here RadiumOne leveraged two major online “sharing events” (their album release and Aria Awards performance) – and ran paid media targeting fans based on content sharing activity. When content sharing was peaking conversions lifted 2-3x above the campaign average.
“Drugs, data and tech: has marketing utopia arrived?” (whitepaper download): http://po.st/DrugsDataTech
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.