Years ago, before the advent of the digital age, Al Ries and Jack Trout wrote a magnificent book called Positioning, The Battle for Your Mind . The idea was that a brand could only take over a concept in our brain, a single idea, a single emotion. Volvo: safety. Jaguar: speed. Coca-Cola: happiness. The Economist: Success. In this way, the strategy was clear, the consumer’s mind had to be hammered over and over with that concept so that, as soon as they thought of that word or had that need, Qatar Phone Number List they would turn to our brand. Advertising began to focus on a single sales idea, which was called Unique selling proposition (USP). Create a single message. Tell them we are “_______”. Tell them every time you see us and try to be creative in doing so. It worked while viewing low-competition commercials on television, in a magazine, or on urban billboards. However, it has not worked online. There is a truth that advertisers are going to hurt … but that does not stop being … the public has stopped participating with advertising . His attention to her has diminished. Big brands like Pepsi and P&G have cut investment in the item. The desperate response of agencies has been to create new ad formats that invade the entire web page, take over our mobile screens and generally yell at us, believing they know what their clients want .
We had already talked about it in another article … they are trying to use inbound tools to do outbound again . The reality is that when someone yells at you long enough, you put earplugs in and ignore them. Or, in the case of the online world, you install an ad blocker, spam emails, or notify Google or Facebook that these types of ads are annoying to you. It is not 100% functional but it is quite viable, and it is then that the engagement that the brands wanted to obtain simply turns into rejection and annoyance; but obviously the advertisers won’t tell the customer. Not all brands are doing the nonsense we just cited, some have gone for what we like to call inspirational marketing . More than 5,000 people around the world were recently asked to report on the brands whose content they fall in love with. The results were surprisingly consistent and are sure to interest you. Popular brands had multifaceted personalities. They could make you laugh, excite you, or even teach you about a topic. Those marks had stopped hammering every day with the typical USP, they had stopped being invasive and were becoming… human marks … capable of interacting like any of us in a normal day. What does your consumer want? Fun, useful, beautiful, inspiring content Some of Victoria’s Secret’s biggest engagement hits aren’t glamorous but fun like her blooper videos on YouTube. Would you have thought that these supermodels would allow the world to laugh at them? Movember has become a global movement that, through painting mustaches, moves us to fight against prostate cancer but at the same time makes us laugh with creative ideas. Check out the post from the airline, Thomas Cook Airlines, on Twitter.
Laura Whitmore herself has raised the cause by sharing several humorous images inciting others and others to flaunt a mustache. What your client wants A second piece of research exploring the emotional landscape of the Internet showed that there were four types of emotionally engaging content: fun, useful, beautiful, and inspiring. When you went back to studying the brands that had done well in amusing the audience, what do you think happened? Of course! Most of them worked these four aspects very well. You read that right. All 4! However, most online brands still do just one, they keep thinking of that old model where they appeared on television once a night with their USP, instead of chatting like they were friends on Facebook, inspiring us on Instagram, having fun. on YouTube or by informing us on Twitter. Qatar Phone List It’s no wonder that engagement marketing is sinking and ad blockers are on the rise. Did you see the latest Spider-Man video in a coffee shop to kickstart the premiere of the new movie? Take a look at this beauty and you will understand why surprising and exciting has a better memory than reach + frequency! It doesn’t matter the size of your business … to increase engagement and share emotions, to know what your customer wants , you just need to ask a new set of questions about your audience: What kinds of things does my audience find funny, useful, beautiful, and inspiring? Where does my audience go to find that content? How can my brand produce content that meets the emotional needs of my audience? In Mexico, Nido has an extraordinary community that she has built not by trying to sell them milk every day, but by understanding what it means to be a mother. This was his video for May 10th. This single post has 24 million views and almost half a million reactions.