Why Making Your Audience Cry is a Great Marketing Technique
The increasing saturation of advertisement in both traditional and social media formats has made it increasingly difficult for businesses to gain traction with their marketing campaigns.
According to research conducted by Cox Blue, businesses that use an emotional trigger in their advertising campaigns, are 3x more likely to report significant profit gains when running emotional campaigns, compared with logic-driven advertising.
For example, take Germany’s largest supermarket Edeka.
In 2015, Edeka launched their Christmas advertisement that featured an elderly man eating Christmas dinner alone, after all of his children cancel at the last minute. The elderly man fakes his own death to bring his children together for Christmas dinner.
Since the advertisement’s release about 3 years ago, it has received over 60 million views.
This is thanks to the emotional message of the advertisement portrays.
Thus, using an emotional hook in your business’s marketing campaign is more likely to effectively engage your audience and receive more shares and placements on social media.
How Controversial Marketing is Your New Best Friend.
Most brands do their utmost to stay well away from featuring controversial topics in their advertising materials.
In the past, some marketers have even likened a controversial advertisement to the plague; most brands try to prevent using controversial topics and for those who do, they run a real risk of creating a bad reputation for themselves.
However, these days seem to be well and truly over, with controversial advertisements regularly hitting the headlines.
Thus, it seems that the old saying that “all publicity is good publicity”, has never been truer.
Take, for example, AAMI’s 2017 “Up Ship Creek” advertisement:
The advertisement was the third most reported advertisement to the Australian Communications and Media Authority in 2017.
As a result, however, the advertisement achieved widespread media coverage and hit several headlines across Australia as a result of the controversy.
Despite this, the negative attention that the brand received was fairly limited in proportion to the saturated coverage AAMI’s Roadside Assistance Cover received.
Stand out in 2 million businesses.
Australia has one of the most highly concentrated markets of SMEs in the world.
With over 2.2 million business actively operating in Australia every year, many small business owners find it difficult to stand out.
However, making your business stand out from the crowd may be easier than you first thought.
Despite operating in such a heavily saturated market, less than 50% of Australian businesses have an online presence.
For many SMEs, this presents a distinct opportunity for growth through developing an effective digital media marketing strategy and creating a strong social media presence.
As a Sydney-based digital media marketing company, we specialise in helping your business stand out from the crowd.
Our skilled team can help your business to create a unique digital media marketing strategy that encompasses both social media marketing and email automation marketing.
In turn, we can create greater awareness of your brand amongst local consumers and propel recognition of your business into the wider community.
Is SEO REALLY all that important in marketing?
Over the past decade, the term ‘SEO’ has increasingly been thrown around marketers. But for a word that is so frequently used, very few small business owners actually have any idea of what it means, let alone its significance in digital marketing.
So, what is SEO? SEO aka search engine optimisation is simply a digital marketing strategy that is used to increase the visibility of your business on search engine platforms such as Google, Facebook and YouTube. This strategy utilises keyword research to push your business’s website higher on search results.
It is needless to say, that the higher your business appears on search engine rankings, the greater the chance that your business will generate a larger amount of organic traffic and leads to your website.
Despite these massive advantages, there is significant reluctance amongst small businesses in Australia to use SEO as part of their digital marketing strategy, with research suggesting that more than 50% of Australian businesses have no interest or intention of using SEO in the future.
Can social media REALLY be used as an effective marketing tool?
In Australia, the growing trend away from traditional forms of print and media advertising has been driven by significant growth in the use and influence of social media.
For the 49% of Australian businesses that have no social media presence, the growing influence of social media amongst the 99% of the Australian population that has access to internet compatible devices, presents a significant opportunity for growth.
With more than half of all Australians accessing social media platforms such as Facebook, Instagram and Twitter several times a day, an effective social media marketing strategy has the ability to create new connections and generate leads for your small business.
Creating an effective social media marketing strategy encompasses a lot more than simply posting regularly. It requires in-depth research into search analytics and trends to create the largest reach. Furthermore, it requires ongoing engagement with customers through relevant and unique marketing materials.
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Priya is the Creative Director of Exante Digital. She is an IT professional with extensive experience across range of IT domains such as Power, Education, Banking, Super, etc. With a broad background and proven track record for delivering organisational change and improving technical environments by setting motivated goals to deliver higher levels of performance. Her work influence as trend spotters, forecasters based on marketing intelligence.