What is Emotional Marketing? Emotional marketing refers to the practice of appealing to human emotions in advertising for the purpose of eliciting specific responses in order to sell products and promote brands. The underlying goal of marketers using this tool is to make connections with consumers at deep levels of feeling. Such an approach …
How Do Cultural Differences Impact Branding? The term “culture” describes the particular way groups of people live, encompassing their accumulated stores of knowledge, their beliefs and customs, and the various other elements of human behavior they have in common. Since culture provides a type of framework for a society, it affects all aspects of …
What is Social Listening? Although the term “social listening” sounds like it refers to eavesdropping on neighbors, in the marketing world it is a strategy used by companies first to identify, and then to analyze conversations and trends that occur on various social media platforms. The goal of this type of tracking is to identify …
Traditional Uses of the Rule of 7 The Rule of 7 was given credence as a marketing strategy by author and professor, Dr. Jeffrey Lunt, several decades ago, although the original concept dates back much earlier. It first showed up in the movie industry of the 1930s, where it was proposed that a specific …
Why Does Digital Storytelling Work? The practice of focusing on digital stories in marketing can be considered the modern embodiment of brand storytelling. Like any use of narrative to sell products and promote brands, digital storytelling works because it attracts consumers and makes them feel involved. It continues to prove to be an effective …
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What Are Customer Personas? Customer personas, also referred to as buyer personas, are made-up identities embodying qualities and characteristics that companies consider to be representative of their ideal customers, created as a means of focusing marketing campaigns on those most likely to purchase their brands. A buyer persona can help a compny better understand …
How Does Social Media Influence Consumers? Given people’s dedication to social media in today’s world—crossing the barriers of age, class, race or any other demographic—and the amount of time people spend on these platforms, it stands to reason that social media can have a significant impact on the purchasing practices of consumers. As marketing …
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Making Decisions Using Intuition Intuition can be seen as a type of knowledge that is based on our experience and is usually filtered through emotional channels. There are times when we unconsciously process new information by comparing it to experiences we’ve had in the past, leading to predictions about the future that are commonly …
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Robert Cialdini’s 6 Laws of Influence In 1984, Robert Cialdini published his book, Influence: the Psychology of Persuasion, identifying specific factors that contribute to people’s purchasing decisions. His six key principles: Reciprocity, Scarcity, Authority, Commitment and Consistency, Liking, and Consensus continue, to this day, to be concepts that marketers apply to strategies that are designed to …
What is Google Analytics? Google Analytics is a digital tool that allows companies to measure and evaluate the key elements of their marketing strategies. These can include considerations such as the effectiveness of advertising campaigns, social media and other website data, and consumer participation and experiences. By gathering information in these areas, companies can …