The fundamental goal of advertising is to create an emotional connection between brands and customers, but today’s approach to mobile advertising has lost that foundation. Marketers have unconsciously accepted that interruption and annoyance are part of advertising, in exchange for automation and efficiency. However, the environment has changed, and consumers will only respect a brand that respects them. Therefore, mobile is reinventing what advertising looks and feels like by returning to its emotional core. This approach ensures your mobile ad campaign has positive impact on your brand. Why? Because when you approach users in a contextual, dynamic way based on their emotions, they will respond in these key ways:
They’ll notice your brand.
A user’s attention and intent during a mobile interaction are more personal and focused than with any other form of media consumption. The user’s emotions are engaged, and that offers brands a unique opportunity to wrap themselves around these emotional moments. Brands can especially focus on specific emotions within app environments and offer their audience an ad experience that is native and relevant, leading to a more receptive and engaged consumer.
They’ll appreciate your brand.
Aligning your message with their emotional state not only means they’re more likely to pay attention, it also means they will appreciate you for respecting their experience – which stands out in today’s advertising industry. Furthermore, their emotional state, and the data available on the patterns of those emotions within an app, are an opportunity to improve their in-app experience. When you understand what a user feels based on what they’re experiencing in an app, you can learn how to advertise to them in a way that taps into and enhances those emotions. You can offer them help when they’re frustrated, or congratulate them when they’re emotions are high. In doing so, you are helping develop a sense of connection and recognition for what you’ve given them in an ad.
They’ll remember your brand.
It’s a common finding in neuroscience that consumers are statistically more likely to have high brand recall if they receive messaging or information from the brand during emotionally heightened moments. Fortunately, mobile is a treasure trove of such moments thanks to the personal nature of the device. Marketers have the opportunity to engage with the burgeoning field of neuromarketing tactics and metrics to determine how to make their marketing and advertising more emotionally effective, as well as measure their results.
They’ll return to your brand.
80 percent of decision making is beyond reason – emotional and subconscious (Antonio Damasio, Professor of Neuroscience, University of Southern California). Therefore, you must give consumers an emotional association with your brand, and most of that is done through your advertising and marketing. If you use emotions to endear yourself to users instead of alienate them, it results in increased better brand relationships in the long run, and that emotional connection that becomes a central factor in purchase decisions later on. At MediaBrix, we’ve seen that when advertisers target and contextualise their approach according to user emotions, it drives 500 percent higher engagement rates than all other traditional digital advertising.
Emotions sell, and it’s advertising’s job to spark those emotions. However, most advertisers these days don’t seem to understand that. Emotion is the heart of advertising, even in a digital world of data, targeting and automation. The way to a consumer’s wallet is still through their heart.
By Ryan Carter, UK Managing Director at MediaBrix.
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