Content marketing should always be interesting and publisher should keep in mind what is the consumer’s interest. They might not come back the site if there is nothing interesting when they first come to see it. Publisher should think that would I read it myself or am I only posting this because I have to post something. One other important thing is to have people remember your content, and one way to have people remember it, is to influence their emotions.
Emotional
marketing can make the consumer feel all kinds of different emotions. One good example
of emotional marketing is Extra Gum’s commercial, which was published just this
week. The ad has touched many people and it has been viewed in Facebook within four
days over 67 million times already and in YouTube over 2 million times.
You can see
the ad here:
There are also
many ads from different kind of organizations concerning things like
environment, smoking, domestic violence, drinking and driving etc. These are
meant to shock and it will stick on your mind a while, at least it does on
mine.
Here is one
example:
I didn’t want to show you the worst ones in here, but if someone wants to see those it is easy to find, just google for example “emotional ads”.
The point
is, if the content makes consumer happy, sad, mad or any other way emotional they
will remember it much more likely. It is also a way to connect with the consumer
and they might even share the content with their friends. If you can influence
people’s emotions, you should.
If you get
enough people to react to the content, you might get it to go viral.
I totally agree with you in this. Emotions are probably the biggest driver in our lives and therefore if we are emotionally affected by something we most likely remember it always. I think it is important to select the content carefully and really think of how to present it in every case. Bad implementation on a good story might ruin the whole thing and the outcome will not be noticed. Great text!
VastaaPoistaI agree with your point. Emotions are the best way for advertisers to catch audiences' attention and make them remember your product. The Extra Gum commercial is a great example of using compelling storytelling to make a product appealing. It has the classic elements of a boy meets girl story with all the ups and downs of love life that all of us can relate to. The subtle way they have included the product into the story is great as well. The gum is part of the story throughout the ad but it is not shoved into the viewers face in a "look how great our product is buy it now!" kind of way.
VastaaPoistaI think it's great that you used such a recent example like the Extra Gum commercial. It shows that you have your finger on the pulse of online marketing.
I agree with you! Emotions are one of the best ways to capture consumer’s attention! For me that is the best way to get my interest..
VastaaPoistaI hope these emotional ads effects on the people how needs the advertising the most – for example people how smoke or drink and drive.
Thanks Riikka for bringing in this aspect. Great blogpost with good examples. As Lauri mentions, appealing to emotions is common in societal marketing.
VastaaPoistaThanks Riikka, this is an interesting topic! Impacts of emotions on people's decisions can't be downplayed. I think that emotional marketing is actually the only way to influence consumers. The truth is that if advertising doesn't arouse any emotions it doesn't lead to action.
VastaaPoistaThose WWF ads are great examples of the impacts of emotions, those are very impressive and invoke consumers emotions.