Digital Marketing

Emotion Detection Technology

Emotions—they make us laugh, cry, and if you’re like any one of the millions of online consumers, emotions also influence
 your purchase decisions. Think about it. Have you ever spontaneously bought something you didn’t need when you were having a bad day? If so, you have your emotions to thank for that.

For years, playing into the emotions of consumers have led businesses to tons of marketing success, but now the industry is taking it a step further with emotion detection technology.

What is Emotion Detection Technology?

Emotion detection technology is essentially a way to determine how your consumers are reacting to your website, social media posts, and other forms of your online content. It’s a new tool for the digital marketing industry, so there are only a few types of emotion detection technology in the current market.

One type of emotion detection technology comes from Emotient. Emotient is an emotion technology company that collects and labels up to 100,000 facial images a day and works to help computers recognize facial expressions. Another emotion detection technology developer is Affectiva. With more than 40 million data points and the ability to analyze about four million faces, Affectiva is known as one of the world’s largest source of emotion data.

Tons of global companies have used emotion detection technology to increase their marketing efforts. For example, Kellogg used Affectiva’s software to analyze audience response to their commercials. The technology was used to gauge the facial expressions as well the overall consumer reaction to different forms of commercials and advertisements.

Emotion Detection Technology: The Future of Digital Marketing

Emotion detection technology is a relatively new tool in the world of digital marketing, but according to Gabi Zijderveld, the CMO of Affectiva, it is evolving to help businesses engage and connect with their customers.

“[Emotion detection technology] will help to transform the face of marketing and advertising by reading human emotions and then adapting consumer experiences to these emotions in real time. The technology gives marketers the power to truly delight and engage their customers with uniquely dynamic and personalized interactions,” she said in a recent HubSpot article.

So, what does this exactly mean for your business?

Essentially, emotion detection technology will help you make the most out of your digital marketing strategy. With emotion detection technology, you’ll be able to adjust your campaigns to react with real-time customer reactions. On social media, for example, advertisers will be able to show users specific ads based on their current emotions instead of what they like or click on.

Emotion detection technology will also allow businesses personalize their websites and overall strategies to push potential customers through the Buyer’s Journey. This means that you’ll be able to provide visitors with more relevant information and offers, so they’re more likely to become a customer. It will also increase your web traffic, lead generations, and even sales especially as the technology advances and become more sophisticated.

Emotion detection technology is a new digital marketing tool for businesses, and it will be something you need to add to your strategies if you’re looking to improve their digital marketing campaigns in the future. So, be sure to consider adding it to your business’ digital marketing strategy to ensure online success for the new year.

And if you’re interested in learning more about how to provide relevant content to customers to improve web traffic and conversion rates, check out Stream’s free Content Marketing eBook.

Stream’s Kick-Start Step: To make the most of out of emotion detection technology for your business, use it with conversion rate optimization (CRO) tools. With heat maps, A/B testing, other CRO methods, and emotion detection technology, you’ll be able to understand exactly what your consumers like and don’t like about your site. Plus, these tools will be able to give you a better idea of how you can optimize your website to boost traffic, leads, conversion rates, and even sales.


Until next time,


Jennica Torio is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia-area advertising agency.