Kansei Marketing
The value of a product or service is not determined by function or performance alone.
A company or brand has its own philosophy, worldview, story, and distinctive approach. At the same time, content evokes emotions and empathy in the people who experience it.
Sockets treats this hard-to-express emotional value as data. Through Emotional Marketing, we identify points where consumer emotions overlap with the value a brand wants to communicate.
Even the same product or brand can be perceived differently depending on a person’s situation and emotional state. Rather than considering only who to reach, Emotional Marketing also looks at what content people are engaging with and how they feel, identifying new communication opportunities where these emotional values overlap.
We capture moods, empathy, aspiration, excitement, lingering impressions, and other emotions generated by content.
We capture the values a brand considers important, including its philosophy, worldview, story, and distinctive approach.
Demographic and behavioral data such as age, gender, and interests are important for understanding consumers. Yet even when the target profile matches, the person’s current mood or the emotion they receive from content may not align with the value the brand wants to communicate.
For the same person, for example:
the messages that resonate and the most natural brand touchpoints can change. By capturing emotion in the moment, we can explore brand–consumer relationships that are difficult to identify through attributes and behavior alone.
Emotional Data
For many years, Sockets has analyzed entertainment content such as music and video, building proprietary data on content characteristics, worldview, and the impressions and emotions people receive from each work.
Emotional AI extends this capability to sensory and emotional information that is difficult to express in words alone, including worldview, atmosphere, emotion, empathy, and lingering impressions.
By combining data that captures what a work is as a matter of fact with emotional data that captures how people feel about it, we analyze emotional relationships and affinity among content, people, and brands.
The idea of connecting emotions generated by content with a brand’s emotional value can be applied not only to online advertising but also to video, programs, talent, IP, and a wide variety of brand touchpoints.
Go beyond popularity and consider emotional-value affinity
When using characters, titles, and other IP in brand communication, we can look beyond recognition and fan demographics to the worldview and emotional characteristics of the IP itself. By using data to identify where those qualities overlap with the values important to a brand, we offer a new perspective for collaboration and partner selection.
Understand emotional affinity between programs, video content, and brands
Even if the target audience for a new product matches the demographics of a program’s viewers, the emotional experience viewers seek may differ from what the brand wants to deliver. We therefore consider brand affinity not only from the perspective of who is watching, but also what they feel when engaging with the content.
Connect the mood of content engagement with advertising
We capture the emotional characteristics of the web content consumers are engaging with and the value a brand wants to communicate, then design advertising touchpoints based on the affinity between the two. Trig’s brings this concept to life as an emotional-targeting advertising service.
Learn More about Trig’sAn approach centered on emotional value can be applied beyond advertising, video, talent, and IP to products, events, real-world experiences, and many other brand touchpoints.
Service
Trig’s is an online advertising service that uses the emotional data and Emotional AI developed by Sockets to identify advertising touchpoints based on the emotions associated with the content consumers engage with and the emotional value a brand wants to communicate.
It applies the concept of Emotional Marketing specifically to online advertising. Details on the mechanism, media network, and results are available on the official Trig’s website.
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Sockets’ Emotional Marketing goes beyond treating emotion as an abstract concept.
We combine years of accumulated entertainment-content data, user responses to content, and our proprietary Emotional AI to handle emotional value as data.
Using this real-world data, we explore how emotional data can be applied to the specific challenges of companies and brands.
The best way to use Emotional Marketing depends on each company or brand. We begin by understanding the challenge and what you want to achieve, then consider:
We work with you to evaluate these possibilities and propose an approach. Rather than forcing a challenge into an existing service, we start from how emotional data and technology can create value.
Contact us to discuss how Emotional Marketing can support your business.
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