Increasing profit through growing traffic is an easy task if you have a full understanding of consumer behavior. Consumers usually purchase products based on emotions. This should be considered in every digital marketing strategy you wish to implement. Emotion is a strong driving factor for traffic but since this is highly volatile, you must be able to keep track of where emotion is focused at the moment and be able to ride the current flow of emotions.
Riding on humorous viral content is effective. A Facebook event inviting people to storm Area 51, a military facility in Nevada, USA to “see them aliens,” garnered worldwide attention because for the larger part of the population, this was funny. Some marketers tweaked their digital promotions to have something remotely related to aliens or Area 51. They then add an attention grabbing caption and a link to where they can purchase this product. As a result, people were easily directed to the online store to purchase that product because they find the whole viral event funny. In 2017, Wendy’s started a Twitter roasting spree. It got attention because the tweets were quite mean, yet hilariously clever. People were captivated by the humor and, as a result, it created revenue for the restaurant.
Marketing strategies that are intended to capture strong emotions relating to family, loss of beloveds or heartbreaks from a significant others must be done tastefully, otherwise this can trigger the wrong emotion and could more likely lead to a loss of revenue. The message of the ad and image description should emit positive intent. A few years ago, Jollibee, a Filipino fast food chain, launched several video series on YouYube. One ad shared a heartbreaking story of a friendzoned man attending the wedding of the girl of his dreams; another video showed a young boy, taking his mother on a date at Jollibee while they watched a video of his deceased father telling him to take good care of his mother. These videos ignited emotions and went viral. Emotions were so high that people were willing to drive three to seven hours just to eat at Jollibee.
But not all strong emotions can be useful. You must exercise extreme caution. There are some emotions that might be detrimental to the brand. As a digital marketing expert, you must advise companies not to ride controversial trending emotions, such as political trends. Though it will generate traffic, this may not be advisable because it will alienate half of your potential customers. Revenue, even from people you disagree with, is still revenue and polarizing topics should be avoided at all times.
A clever digital marketing expert can spot these trends and actively strategize on how to maximize these opportunities while avoiding their pit falls. They must be able to adapt to the ever changing digital arena and continuously find creative means to capture a good amount of attention to drive revenues.
Follow this blog and Richard Bishara for more such informative posts.