Lessons in love from Dinosaur
Advertising should seduce, not nag
“Remember son, being charming and funny doesn’t work. Constant nagging is sure to win their heart.” That sounds like terrible advice for romantic success, to be honest. More likely to get you a restraining order than a date.
But this seems to be the thinking behind far too many campaigns. We don’t need to seduce or persuade; sheer repetition will eventually grind down our targets and make them buy our stuff. And if people aren’t listening, turn up the volume. That’ll work.
Google and Facebook serve 13 trillion ads a year and the targeting tools we have now are amazing. But advertising effectiveness is declining.
That can only mean one thing: adverts are getting worse.
Too much of modern marketing is functional, transactional and rational. That’s odd, because people aren’t rational. We’re emotional. We simply cannot function if we lose our ability to feel. People are hardwired to like distinct, bold and memorable emotional appeals.
But the data shows…
Of course it does, as long as you only look at short term results.
In the short term.
Right up until the point where people install an ad blocker, sick of the endless earache.
The data also shows that people who have any kind emotional association with your brand are prepared to pay much more for it vs. commodity alternatives. That’s where the real profits lie.
This is a great opportunity for brands smart enough to invest in better ads.
Apply creativity and imagination to even the least promising media channel and you can create memorable, emotional, profitable campaigns. To show how this works, we’ve taken a look at how to make retargeting better.
Retargeting? Yes, those banners that follow you around endlessly re-advertising some shoes you looked at once, three weeks ago. Could they ever be anything other than annoyingly functional? Of course. You just have to think differently.
Why bother? It’s obvious really: people would rather be charmed and entertained than stalked and nagged, as any great persuader will confirm.
To take a wider look at how you can combine data and creativity to create more profitable advertising, then click this link.
Alternatively, if you’d like to learn more, give us a call on 0161 831 0831 and ask for Nicola or get in touch at firstname.lastname@example.org.