Mood Marketing: A Reincarnation with Programmatic Advertising and CDPs

Whether it be brick-and-mortar businesses or digital platforms, ‘mood marketing’ is prevalent everywhere. Through this article, I would like to describe the prevalence of this phenomenon and depict how marketers are using digital means to target audiences through it. Here’s the definition: “Mood marketing is a relatively new technique where marketers use behavioral data (or “moods”) captured in real-time from social media measures like Facebook, Twitter, Pinterest, Google Plus, or LinkedIn in order to market their products and services.” (Source: GB News)

With certain subtle and inconspicuous measures, marketers at brick-and-mortar businesses execute mood marketing to get their customers stay longer and buy more. To exemplify my point, here is some research that reveals the effects of colour and scent on a consumer’s mood:

According to a research article entitled “Impact of colour on marketing”, blue and green colours in restaurants calm customers and encourage leisurely dinning. Red and yellow attract attention and stimulate the appetite, hence red is widely adopted by fast-food restaurants.

Certain scents drive a customer not only to buy products but also to pay more. For example, The Scent Marketing Institute mentions the 6th top scent as that of “leather and cedar”, because of its ability to motivate consumers to buy expensive furniture. A research by Aroma 360 exhibited that pleasant fragrances improve the moods of customers and  they stay as much as 44% longer in a business “surrounded by an attractive scent.”


Having made this point, we know that businesses comprehend the digital shopping experiences and customer journeys online quite well. Companies have capitalized on mood marketing as an effective means of targeting customers via digital.

Let’s have a look at the ways of executing mood marketing through digital:

  • either marketers instigate emotions within a customer, through digital means, that would resonate with the aura of their product, or
  • they target him with it at the moment he is in a receptive mood.

Digital has provided marketers with opportunities like never before, to appeal to, and also perceive, the emotions of their audience. The precious real time consumer data allows marketers to reach consumers at the moment the latter is in an amenable mood. Spotify is a platform that does it. Knowing what genre of song you are listening to and where you are, your state of mind or the mood you are in, they consequently advertise you products that would seem so relevant and exigent at that moment.

This forms the basis of thriving martech innovations such as programmatic advertising and lays the ground for the advent of CDPs (Customer Data Platforms). Leveraging the potential of real time consumer data allows marketers to personalize content to the utmost, and thereby fiddle with and take advantage of the moods of their customers.

CDPs have become credible platforms that marketers are going after, because they help them to tap into useful customer data and create a unified, persistent, single database for customer behavior, profile and other data, obtained from various sources. Henceforth, providing a granular customer segmentation – based on their preferences and moods – that allows marketers to efficiently target customers with highly personalized content.

Mood marketing tactics appeal to audiences, and eventually, can prove to be instrumental in bringing about a positive change in the society: by exposing myths and stereotypes and encouraging people to take a stand on issues that challenge humanity today. Have a look at one of the ads by Dove that showcases the notion of beauty:

https://www.youtube.com/watch?v=7DdM-4siaQw

To summarize, mood marketing is an effective strategy that marketers leverage to reach and gain customers. Technology has significantly aided them to target audiences by providing first-hand data that gives insights into their moods and allows marketers to personalize content for customers. However, it should ring a bell for customers that their personal web moments are being monitored and used as data sets for businesses.

 

 

 

Ahmad Zamir

Ahmad Zamir

Junior Digital Marketing Consultant at Visionary Marketing
Ahmad is a student of the Master in Management program at ESCP Europe Business School and is passionate about marketing. His interests lie in learning and writing about the latest trends in the marketing realm.
Ahmad Zamir