Emotions included trust, bonding (“It‟s my brand”), resonance (“This fits my self image”), companionship (“This brand is like a companion to me”) and love – in which a deep affection was felt and the consumer would be really upset if they couldn’t buy their favourite brand.
Emotional branding is widely used globally, including McDonald’s long-running ‘I’m loving it’ campaign and Kodak’s attempts to link its brand to nostalgia. But its effectiveness has been unknown until now, Dr Steve Bellman, deputy director of Audience Labs claims.
“Our study shows that when companies tap into consumer’s deeper feelings, the payoffs can be substantial,” he said. “Emotionally attached consumers purchase substantially more than regular customers, which frees companies from having to rely on promotions and discounts to keep them buying the brand.”
The digital marketing world was all abuzz when Forrester Research made the bold statement that web content management was now part of a larger category they dubbed Customer Experience Management (CXM).
Brands are forever seeking more effective methods to build closer connections with the consumer, boost recognition, build loyalty and sway the purchase decision journey. Marketers have made staggering advances in their ability to analyse and understand what influences consumers, whether this be employing eye-tracking technology or using sophisticated data analytics to monitor real time consumer preferences. Yet, unexpectedly, it is neuroscience that has emerged as one of the biggest breakthroughs in marketing in decades.
We are in the midst of a “Visual Thinking Revolution” and leaders in all types of organizations are embracing visual thinking as a literacy of the future.
It seems visual thinking and visual storytelling is a top theme this week in the articles that come my way!
If visual thinking is the next revolution, then anyone building their biz storytelling skills are smack-dab in the middle of it.
Why? Because those who can tell a compelling story are already visual thinkers. We are masters at distilling complex thoughts down to images that convey meaning. Yahoo!
The job of the storyteller is to feed images to listeners. You need to be able to think visually in order to do this. And building visual thinking skills is part-and-parcel of becoming a compelling storyteller.
This article give 10 external forces that are fueling the visual thinking revolution. See how your business is doing, or where you fit in with these trends.
Mathew Ingram makes a great point in this post I discovered thanks to Morten Myrstad: one way for Media groups to re-invent themselves is to think of themselves as data platforms and not newspapers any more.
But I see one more: opening up to other news platforms too even if competing.
I appreciate this clearly faces cultural resistance but if you think of it really as a platform, you shouldn't be afraid to interface it with your competitors' just like Twitter has a LinkedIn App.
One missed opportunity I see that reflects this is the WSJ Facebook App: it's a great concept to let your readers remix the headlines but why not do it with non-WSJ content too? I'd love to see through a crowd sourced effort from the most WSJ active readers and curators how some WSJ-news relate to other news from say the FT or the Economist.
I’m going to make my music-industry analogy again (can’t escape my background…) but right now media groups think of building a record store or a radio station with their own artists. Imagine a radio that would play only Universal Music Group artists? It would suck, right? Yet, that’s what most media are today.
Don't you think the industry needs bold moves like this?
Tesco is in the midst of a huge “Big Price Drop” campaign and one of the new elements they’ve rolled out is the use of Blippar’s Image Recgonition / Augmented Reality technology to bring their ads to life via iPhones, iPads and all sorts of Android devices.
EMarketer has released analysis of mobile ad spending that predicts decreased investment in message-based ads and dramatically increased investment in banner, search, rich media, and video ads on the mobile platform.
[Hmmm, storytelling and exploitation in the same article. Have they been talking with Christian Salmon?]
Lastly, we are wired for storytelling. Researchers asked subjects to look at an animated drawing of a box that had one circle and two triangles floating out of it. They were asked to explain what they saw. Only a single respondent replied that they saw floating shapes. Every other respondent told a story complete with metaphors, characters, plotlines. Evolutionary psychologists explain that we need stories because that is how we define people and also how we define ourselves. The Wall Street Journal is acclaimed for one of the most powerful direct response ads in ad history.
From The Original Article: "Facebook has regained domination for traffic driving over StumbleUpon, in fact, StumbleUpon seems to have dropped off quite dramatically this past year, but despite that fact, it still comes in as the number two traffic driver in social media well ahead of Twitter and edging out both Youtube and Pinterest.
With the tremendous buzz that Pinterest has been generating over the past few months and the fact that it was recently recognized that Pinterest drives up to 4x as much retail buying traffic as Facebook, the fact that StumbleUpon still drives more traffic than Pinterest is a big deal.
Then you look to YouTube, arguably the world's largest search engine, and it comes inbelow StumbleUpon as well, but just a hair ahead of Pinterest for the third place spot in real traffic driving among the major social media".
When it comes to driving traffic to your website, there are a variety of ways to get visitors. The primary two that individuals and businesses almost always have a struggle with investing their time and money into are search and social.
For Forbes, Bitly has investigated how people consume news by looking at how people in different states differ in their preference for news sites. Through the clicks of millions of people in each state visiting different news sources, Bitly is able to uncover relationships between geography and media.
If you want to know what’s happening in the social web you need monitoring tools. Before you get out your credit card and start to spend money try out some of the free social media monitoring services.
comScore and dunnhumbyUSA Research shows, online advertising lifts in-store CPG brand sales. By comparing the in-store brand buying of households exposed to online advertising with that of households not exposed, it was possible to determine the impact of online advertising campaigns.
Many marketers are now adding content curation— the act of finding, organizing and sharing online content to engage customers and prospects—to their job descriptions. As with other marketing strategies, personality type can play a big part in your content curation style, from the types of content you share to where you share it and how you go about the process.
What’s your curation type? Match your own personality to the qualities below so you can embrace your inner curator.