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Invoking Emotional Advertising to Engage Your Audience

first_imgBrad AndersonEditor In Chief at ReadWrite Digital Marketing Jobs in the Government Sector Brad is the editor overseeing contributed content at ReadWrite.com. He previously worked as an editor at PayPal and Crunchbase. You can reach him at brad at readwrite.com. All brands are looking to engage more closely with their target audience and existing customer base. Captivating your intended customer requires connection on a deeper emotional level. Rapport with your objective means using emotion in an authentic way throughout your marketing in a way that can stir that in others.One tactic, emotional ads, has a significant lasting impact on consumers on both a conscious and subconscious level, according to research. Here’s how emotion can motivate consumer purchase decisions.According to the NumbersOne study found that emotional ads experience close to twice as many dollars return on investment compared to an ad that doesn’t use emotion. Those ads with emotional content had a 31% increase in sales while straight forward ads only had a 16% increase.Emotions That Trigger Consumer ActionCertain emotions create more of an impact on consumers than others, triggering them to potentially buy or take another action.According to a Nielsen survey, 50% of consumers in North America feel that humor has the most impact on them and resonates better in ads. (3)In contrast, stories that include some type of injustice or discrimination can incite consumers to action. Ads with surprising information tend to be more memorable ,while those that offer a positive message with hope also engage consumers. Other types of effective emotional ads involve excitement or nostalgia.How to Measure the Emotional Success of Emotional AdsThere are many tools that help a company assess the emotional engagement of consumers to the emotional ads they saw. These tools include neuromarketing, which incorporates medical imaging tests like an MRI or EEG to study how the brain reacts to certain content.Eyetracking develops heat maps from consumer eye movement while looking at print or video content. A net promoter score (NPS) uses a scale system to assess immediate customer engagement.Examples of Emotional AdvertisingTo better understand how emotional advertising is used by brands, there are a number of examples that illustrate a best practices approach.In 2013, Dove created and launched the “Real Beauty Sketches” campaign. The emotional ads highlighted the beauty of all types of women across age, ethnicity, and size. The campaign achieved close to 30 million views in 10 days and 15,000 new YouTube subscribers in just a couple of months.In 2014, Airbnb had a campaign that focused on homeowners opening their homes to guests to illustrate what it would feel like to stay in an Airbnb as well as what it would be like as a host.  The Airbnb campaign aligned with the company’s championing of the everyday person and appealed to those who wanted to help others. Three years later, the company realized over 60% growth in guest arrivals.Gillette’s “Perfect Isn’t Pretty” campaign for the 2016 Summer Olympics spotlighted individual athletes and the personal and professional struggles they experienced on the way to becoming Olympic athletes. It resonated on an emotional level, touching people who also felt compelled to improve their lives. A TV ad from Gillette campaign reached 30 million YouTube views during the Olympics.Lessons LearnedEmotional ads are a highly effective tool to engage and connect with your audience. To learn more about how to include the best emotions in your content ads, check out this infographic on the power of emotional ads from Point Park University Online. Related Posts AI is Not the Holy Grail of Sales, at Least Not… Tags:#emotion sells#Emotion Study#Emotional Contagion Trends Driving the Loyalty Marketing Industry The Dos and Don’ts of Brand Awareness Videoslast_img read more

GJM offers Muslims 12-hour ‘window’ for Eid celebrations

first_img On Friday, GJM supremo Bimal Gurung had said that there would be no relaxation for Muslims to celebrate Eid. On that day, the GJM had provided a 12-hour bandh relaxation to the boarding schools to evacuate the stranded students.Senior GJM leaders and supporters took out a rally from Chowkbazar to the GJM head office and opened it with “We Want Gorkhaland” chants. GJM supporters also took part in other processions as the indefinite strike demanding a separate state of ‘Gorkhaland’, carved out of West Bengal, entered its 11th day today.Call for protestIn a video message last night, Mr. Gurung had urged the people to hit the streets, but also cautioned them that the leaders from the other parties might “try to betray” the Gorkhaland agitation.“We are ready for talks only on the issue of Gorkhaland, not on any alternative formula…. Remember that one day, everyone has to die. Either my body will go home or I will return with Gorkhaland,” he had said in the message.Barring medicine outlets, all other shops remained closed in the hills. Internet services remained suspended for the eighth day and the security forces continued to patrol the streets. Meanwhile, in Siliguri, an outfit named ‘Amra Bangali’ (We are Bengalees) took out a rally to protest against the “separatist movement” of the GJM. Army denies link with ‘soldiers’ in video over Gorkhaland In a change of stand, the GJM on Sunday decided to allow a 12-hour bandh relaxation only for the Muslims to celebrate Eid-ul-Fitr in the Darjeeling hills tomorrow.“The Muslim community in the hills will be given a 12- hour relaxation on June 26, from 6 a.m. to 6 p.m., to celebrate Eid,” a senior Gorkha Janmukti Morcha (GJM) leader said.Muslims can also use vehicles with stickers mentioning the purpose to go to the plains and meet their relatives, he added. “Except this, everything remains the same. The indefinite shutdown will continue,” he said.Also Readlast_img read more

Rhodes admits TNT defense slowed him down, but fouls threw him off rhythm

first_imgJordan delivers on promise: 2 Cobra choppers now in PH LATEST STORIES Heart Evangelista admits she’s pregnant… with chicken MOST READ “I didn’t step up in the second and third quarter and I let my team down. I just got to do better next game cause I let my team down,” he said.Rhodes, though, echoed coach Leo Austria’s sentiments that some of the calls charged against him were soft fouls.“This is the Finals, so you got to let us play. You know, the fouls I got in the second and third quarter affected the game and threw my rhythm off, threw the team’s rhythm off and I couldn’t get no scoring. I had to comeback, cold then hot, cold then hot, and it just messed my rhythm up the whole game,” he said.Still, Rhodes knows that the Beermen need  to make the necessary adjustments if they want to equalize the series on Friday.“We just got to be more efficient and help my team more. Like I said, I let my team down. Even though I was getting fouls on me, it was throwing my rhythm off. The fouls really affected my game,” he said before making a bold statement.ADVERTISEMENT Fajardo determined to find ways to stop hulking Smith 1 dead in Cavite blast, fire “We must win next game. We must win.”Game 2 is on Friday at Smart Araneta Coliseum.Sports Related Videospowered by AdSparcRead Next WATCH: Firefighters rescue baby seal found in parking garage Robredo: True leaders perform well despite having ‘uninspiring’ boss PLAY LIST 02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Gamescenter_img World’s 50 Best Restaurants launches new drinking and dining guide “I just got out of rhythm. TNT did a great job on me and I got to do better. I got to step up,” he said.Rhodes mustered 31 points, 13 rebounds, and four assists in the Beermen’s sorry 104-102 defeat to the KaTropa.FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSPrivate companies step in to help SEA Games hostingSPORTSMalditas save PH from shutoutHowever, he felt he could have contributed more if he didn’t find himself in early foul trouble.The 31-year-old earned two quick fouls at the start of the second half and got his fourth with 6:20 remaining in the third quarter. Rhodes’ woes complicated a potential Beermen uprising, as Joshua Smith had to be subbed out twice due to his nagging foot injury. What ‘missteps’? Lacson: SEA Games fund put in foundation like ‘Napoles case’ Heart Evangelista admits she’s pregnant… with chicken Charles Rhodes. PBA IMAGESCharles Rhodes took full responsibility for his failure to sustain his hot start in Game 1 of the 2017 PBA Commissioner’s Cup Finals on Wednesday.After dropping 21 points in the first quarter for San Miguel, the mercurial reinforcement found himself scoreless in the next two periods, where TNT capitalized and took the lead.ADVERTISEMENT Don’t miss out on the latest news and information. View commentslast_img read more