# Cognitive Marketing Brands take a psychological approach to marketing. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jun 18, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/cognitive-marketing ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## What is the Cognitive Marketing trend? **Cognitive Marketing:** In addition to behavioral marketing, which uses consumers' online preferences to curate advertising content, brands are also adopting psychological tactics as a means of emotionally connecting. Whether it's taking advantage of facial recognition technology or harnessing the emotional effects of music, these marketing efforts showcase the benefits of hyper-targeted marketing, as well as establishing a cognitive connection with consumers. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 3, 2014 to Nov 26, 2016 - Published: Jun 18, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Examples of the Cognitive Marketing trend 5 featured examples from Dec 3, 2014 to Nov 26, 2016. - [Contagious Yawning Billboards](https://www.trendhunter.com/trends/cafe-pele): Cafe Pele's Interactive Ad Reminds People of Their Need for Caffiene (Category: Marketing) Implication: Opportunity to leverage interactive advertising methods to engage target audiences and increase brand visibility. - [Emotion-Recognizing Advertising Platforms](https://www.trendhunter.com/trends/video-ad-tracking): Virool's Video Ad Tracking Software Monitors Reactions (Category: Tech) Implication: Disruptive innovation opportunity in the advertising industry to create more targeted and effective ad campaigns based on real-time emotions and reactions. - [Face-Mimicking Billboards](https://www.trendhunter.com/trends/cokemoji): The 'Coke-Moji' Uses Facial Recognition Software to Copy Your Expression (Category: Marketing) Implication: The advertising industry can leverage interactive digital billboards and emotion-sensing technology to create innovative and attention-grabbing campaigns that resonate with consum… - [Staring Competition Posters](https://www.trendhunter.com/trends/staring-contest-challenge): DAILIES TOTAL1's Poster Stages a Staring Contest Challenge (Category: Marketing) Implication: The interactive poster demonstrates the potential of using technology and game-like features to create attention-grabbing ads that boost customer engagement. - [Connective Automotive Calendars](https://www.trendhunter.com/trends/interactive-calendars): Ford's Interactive Calendars Indicate When a Driver is Coming Home (Category: Autos) Implication: Car companies can embrace innovative technology and emotional marketing to stand out in the competitive automotive industry. **Workshop question:** How can your brand increase the educational aspects of your marketing campaign(s)? Consider apps, pop-ups and games. ## Themes within the Cognitive Marketing trend ### Psychological Marketing Tactics Brands are using psychological tactics to emotionally connect with their customers by harnessing the emotional effects of music, facial recognition technology, and other emotional triggers. ### Facial Recognition Advertising Marketers are using facial recognition technology to monitor the emotions of viewers in real-time in order to measure the success of ads with tangible data. ### Interactive Billboards The billboard advertising is becoming more interactive as businesses incorporate innovative technology like facial recognition, sensors, and connected calendars. ## What the Cognitive Marketing trend means for industry ### For Marketing and Advertising Business professionals can use these trends to create hyper-targeted marketing campaigns that engage customers and establish cognitive connections. ### For Retail Industry Business professionals in the retail industry can use facial recognition technology to personalize the shopping experience and monitor customers' emotions in order to improve product offerings. ### For Automotive Industry Business professionals in the automotive industry can use connected calendars and other innovative technology to create unique marketing stunts that showcase brand personality and engage potential customers. ## Trend signals for Cognitive Marketing Trend score 3.7 out of 10, from popularity 66%, activity 37%, freshness 8%. - Popularity: 66% - Activity: 37% - Freshness: 8% ## Recent trend clusters - [Borrowed Relevance](https://www.trendhunter.com/protrends/celebrity-menu-promotions) (Marketing) - [Seasonal Convergence](https://www.trendhunter.com/protrends/seasonal-capsule-collections) (Fashion) - [Zone Migration](https://www.trendhunter.com/protrends/clinical-skin-routine) (Fashion) - [Moment mapping](https://www.trendhunter.com/protrends/occasion-based-supplements) (Lifestyle) ## Trending in Marketing - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Prebiotic Soda Cans](https://www.trendhunter.com/trends/prebiotic-soda-cans) - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) All articles: [Marketing](https://www.trendhunter.com/marketing)