Consumer behavior is undergoing a significant shift.
Danielle X's insight:
People naturally react much more quicker to images than words, using image in the matketing is much easier to appeal consumers, thats why so many brands are trying to communicate with their consumers through visual story telling. People react fast to color, image, and different color and image carry different emotions. By using visual story telling strategy, brands try to build up its personalities and emotions then attract their consumers, to create the emotional resonation with consumers to build up brand loyalty.
Billboards as the most common outdoor advertising have very high exposure to consumers on daily basis. Im quite impressed by these billboard ads, they use very creative ideas in the billboard to draw consumers' eyeballs in order to advertise the brands. The creative billboard draw people's attention, make people stop check out the ads, it raises brand regconition and brand awareness, also has large impact on consumer decision making process.
It an article that discusses how brands can do through marketing communication to create the emotional connection of the brand and its consumers moreover to exert the impacts on consumer decision making process.
It is not just talking about how our emotions influence our purchase decision, it also discussed that the importance of marketing communication, how it creates the emotions and personality of a brand and resonate with consumers. It pointed out that the richer the emotional content of a brand's mental representation, the more likely the consumer will be a loyal user. As we can see from the study that emotional content of a brand is very important especially in terms of consumers loyalty building.
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