Marketing Advisory, Strategy and Analytics
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It is common for marketers to characterise advertising as either 1) mainly emotional, brand building, top of the funnel or 2) rational, performance, bottom of the funnel...
The theory goes, you can maximise sales by separating your advertising into a two-step process comprising of brand building and direct response. It is reasoned that brand building communication (the long) will create an emotional store that can be drawn from when direct response (the short) communication is aired and in doing so, progress the prospect through the purchase funnel.
The challenges presented by the shifting moods and mindsets of consumers, tracked by Forethought since the start of the pandemic, have been met with varying degrees of organisational success.
Is there a brand Santa Claus? Just before I answer that, it may be worth mentioning that marketing commentators seem to agree that eliciting an emotion in advertising is a good thing but do not say why other than, “it’s brand building.” There are three main science-based reasons for emotion in advertising.
Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 17 waves of data (weekly for the first 12 weeks and now monthly since July). Here are the key findings from our November pulse. Please note: Fieldwork for November was conducted prior to the South Australian outbreak and lockdown.
With some justification, not everyone is a fan of survey data. Periodically, a client or prospective client recites one of two quotes. The first quote is from the founder of Apple, Steve Jobs, who said “People don’t know what they want until you show it to them.
When it comes to marketers measuring emotions, in the last ten years there have been many false dawns. The origin of measuring emotions partly stems from Charles Darwin in his 1872 work, The Expressions of Emotions in Man and Animals. Darwin hypothesized that some basic emotions were universal regardless of ethnicity or culture.
Lots of marketers mistakenly believe that price is entirely a function of the monetary exchange. For example, one petroleum company client has an entire floor of pricing analysts dedicated to setting price with real time pricing data for every gas station in the country.
With COVID-19 cases and death counts rising as well as a newfound threat to civility – an assault to the nation’s democratic foundations – it comes as little surprise that American life moved further away from normal in January 2021.