How Do You Emotionally Engage Your Audience?

 

Windows Hello uses Iris detection technology source: Mashable.com

Humans are animals. Sure, we have a consciousness that our primate counterparts might be lacking but we are still driven by instinct. We still have no control over our emotions.  Our emotion is what drives our behaviour - and it is for this reason why brands need to consider engaging on a deeper, emotional level if they really want to reach their audience meaningfully.

Engagement involves understanding what your audience wants, grabbing and sustaining attention and keeping ideas simple. But emotional engagement is a whole step up from this.

So how can brands meaningfully engage with audiences? There are many different ways, dependent on both brands and audience.

Microsoft has focused their energy on creating a more personal computing experience for their customers. Recently, this has involving the release the Windows Hello. Windows Hello means your computer or device is able to recognise your fingerprints, face or iris. As well as enhancing peace-of-mind by significantly improving security, the device becomes a highly personal and personalised piece of technology. Windows Hello authenticates applications, enterprise content and customises online experiences. The technology adapts to the user instead of the other way around.

Microsoft is a great example of the application of technology into peoples lives to impact them beneficially. With beneficial impact comes emotional engagement. As technology becomes increasingly sophisticated and the digital and physical worlds meet on the edge, this beneficial impact becomes more of a possibility.

This edge of the physical and digital world is an exciting step for engagement as brands have the opportunity to talk back to people. A static marketing brochure can suddenly become an exciting choose-your-own video journey, chosen through an immersive touch screen. Interactive media is up to 41% more emotionally engaging than regular static media. This is because people treat interactive media like a person, we suspend our disbelief of the virtual world and brand messages becomes a two-way, dynamic conversation.

Digital tables are the result of advancements in technology; delighting, engaging, two-way interaction. The digital table is a phenomenon because, unlike other forms of technology, it is designed for many people at once. Multi-user interaction means conversations happen in-person with friends and family, creating deeper emotional engagement. This is because as we interact, chat, share and laugh, we unconsciously draw these emotional connections.

The gradual meeting of the digital world with the physical world, with more personalised computing and the application of technology to enhance peoples lives, represents an exciting step in user interaction and emotional brand engagement.

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Users interact on a digital table