However, technology knows nothing about this; it just keeps moving forward changing lives and industries at a pace we have never seen before in human history. On the marketing side, digital capabilities have ramped up the speed of communications, so much so, that now we can know in real time what our consumers are doing on their devices at all times. That means we need to act fast to provide them with a seamless consumer experience in their path to purchase while optimizing messages, strategies, and tactics for every step of their journey.
In spite of this ever-changing world, there is something that will always remain the same: human nature. According to Robert Plutchik, there are eight basic emotions, and although technology is changing the world as you read this blog post, these emotions will remain the same time after time. These basic emotions evolved in response to ecological challenges faced by our remote ancestors, and each of them corresponds to a dedicated neurological circuit. They are innate, universal, and trigger automatic behaviors. We, as marketers, know that the only way to get to the heart of a consumer is through these emotions. Finding that emotion that’s powerful enough to change a consumption pattern. (see an example of that, here).