Engage your audience more effectively by harnessing emotional drivers and motivators: careful video storytelling can communicate a powerful message, connecting your customers to your brand. In this article, Jon Mowat examines the science – the chemistry – of storytelling and shares his video marketing formula to help you successfully resonate with your target audience.
For long-term business profitability, e-retailers aim to encourage repeat custom by providing visitors to their websites with a simple and efficient user experience (UX). But not all online strategies are completely ethical, says Hilary Stephenson – some deploy psychological persuasion techniques, such as scarcity ‘offers’ or unclear signposting. She cites e-commerce research that reveals some larger organisations – such as fashion brands – have used ‘dark UX’ website design patterns to prompt ‘fear of missing out’ impulse buys. It’s not a good look for the e-retailer, she says, and explains why.
The way we buy products and services changed forever when the internet was born. In the ensuing 35 years or so, e-commerce has transformed how shoppers make their purchase decisions, with so many of them now relying on the advice and recommendations of their peers – whether they are friends, relatives or even complete strangers. It’s called third-party endorsement, or social proof. Here’s how to make that work in your favour and how get the best for your business via email marketing via ratings and reviews:
Customers post good and bad opinions of products and services – and they also share witty and sarcastic opinions. All of which have been notoriously difficult for brands to measure. Sentiment analysis in the social listening world has not enjoyed the best of reputations as a lack of any advanced technology has meant that accurate results have depended on a process of repetitive, tedious and time-consuming manual tagging of documents. As a result, many brands tend to sideline sentiment indicators in their reporting. Now all that is set to change, says Richard Sunley. Machines have been learning how to fathom irony . . .
What do you think the greatest piece of marketing of all time is? Why did it work so well and why have you remembered it? It did something marketers aspire to – it sparked emotion. There are five emotions marketers should be harnessing to help consumers recall brand advertising – and two that should be avoided: