Activate Emotions Across a Changing Path-to-Purchase

The Path to Purchase is changing rapidly. Shoppers, particularly the next generation of shoppers, are increasingly wired with the latest technologies – including social media and ever-smarter smartphones – resulting in shorter attention spans. This presents a new landscape for marketers, creating challenges for brands seeking to turn engagement into purchase behaviors.

At Shopper Marketing Summit 2014, we discussed some of these challenges, as well as the opportunities. In our presentation with Kristen O’Hara from Time Warner and Olin Hoover from Campbell Soup Company, we discussed two case studies that revealed how an understanding of conscious and non-conscious responses helped the two companies to identify new and effective ways to reach customers across today’s new path to purchase, at home, on-the-go and in the store.

For marketers, there were three key takeaways:

It’s more difficult to reach consumers and get their sustained attention than ever before
In order to create a successful marketing campaign, marketers must engage consumers on an emotional level in order to create a real connection.
Innerscope’s integrated approach gives marketers a full picture of a consumers emotional connection with the campaign.

For more insights, check out the video of the presentation:

About the Author: Carl Marci, MD

Carl is a co-founder of Innerscope Research and a globally recognized leader in the new field of social and consumer neuroscience. He describes Innerscope as “smart people using amazing technologies to help brand teams answer challenging and unique business problems.” Carl is on the faculty of Harvard Medical School and is both the former director of social neuroscience at Massachusetts General Hospital and a past visiting lecturer at the Massachusetts Institute of Technology Program in Media Arts & Sciences. He received his Master’s of Arts in psychology and philosophy at Oxford University as a Rhodes Scholar and completed his doctorate with honors at Harvard Medical School. He has extensive training in biological psychology and neuroscience through two National Institute of Health research fellowships, has lectured internationally and has published numerous articles in peer-reviewed science journals.

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