WHY COMMUNICATION SHOULD BE MORE VISUAL, ENGAGING AND EMOTIONAL
Nowadays, responses to impulses in regards of consumer behaviour that once worked seems to be no longer valid, as typical reactions to marketing actions have become completely atypical.
Audiences have changed, and so have companies. As a result, traditional approaches to marketing and content creation are losing their efficiency if we do not focus our strategy on emotions.
That should be no surprise.
For Matt Thomson, marketing professor at Western University, “an individual who is emotionally attached to a brand is likely to be satisfied with it”, as this satisfaction “might provide a basis for emotional attachment”. Nevertheless, satisfaction and attachment are not synonymous.
Although two consumers are equally satisfied with a brand’s performance, they may vary greatly in the extent to which they are emotionally attached to it.
Prezentology´s 3 ways to create engaging communication and emotional attachment:
The context that surrounds the image defines the attitude that the viewer will have towards that image and the action he or she will take afterwards. Furthermore, video has fast become the preferred content type for sharing information via social media as our brain processes videos 60.000 times quicker than texts. And we must take advantage of it. Guide your audience in a story easy to digest. But don’t be vain; it is not about you, but your audience’s feelings. A good example is to use video in recruitment campaigns to engage and hire new talent. Watch here a recrutiment video campaign we created for the biggest Siemens and Bosch factories.
Create adapted content to audience´s needs and make it easy-shareable. Make them feel an important part of tyour company processes. In this regard, as part of an internal communication campaign for BSH, we created a set of stickers with catchy and memorable slogans. We played with words and double meanings to bring fun and engagement. As a result employees felt indetified with them and happily sticked them it on their computers, agendas, cars, etc. This created a sense of belonging at work and brought both employees and management together.
Find out more about this project here.
Consumers’ buying decisions are driven by feelings rather than reason.
Emotional impact was the greatest differentiator between the most successful campaigns and all others. Know your audience and use that knowledge, so you can create marketing experiences that resonates with your customers and truly reflect the real experience.
As a matter of fact, laughter, awesomeness and amusement are the emotions that make content go viral.
This explains the success of the viral video of a Polish Christmas advert released by online auction website Allegro in 2016, which has been viewed more than 15 million times.
The advert about a grandfather learning English melted hearts worldwide. It surprised, brought joy and a smile and took audiences on an unexpected emotional rollercoaster ride that prompted them to share the story.
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