Most people in the digital advertising industry develop a deep rooted, and some would say, biased appreciation of the superior strength of digital over and above old traditional TV, print, events, face to face meetings and the like.
It is hard not to. The targeting possibilities of digital are endless and I have been a part of countless solid campaigns (I think:-)) leveraging Big Data on Facebook, LinkedIn, Ad Networks, and executed tightly knit personalisation across channels through scalable digital engagement platforms such as Sitecore. In a word, left-brain marketing rules and digital remains inherently superior in targeting and personalisation.
But is the power of left marketing in the digital age not also changing the way in which we need to communicate to our target audience? If Big Data allows you to talk to a customer one-to-one as if he was an close friend, there is no need for marketing, right? You just say what you what you need to say. No reason to lure your friends through sophisticated verbiage, visuals, story telling or other old marketing tricks. Tell him about your products. After all, you know he really needs it.
Product marketing is inefficient in a competitive market
However, I still sincerely believe that the power of left-brain marketing to specifically target a given segment is no excuse to return to the days of product marketing. Customers still don’t care about products attributes or features per se, no matter how proficiently they are targeted. Customers care about what the products or features mean to them. And products and features have no a priori meaning and need to be interpreted by the customer and through the help of better marketing in order to assume a meaning. A positive meaning is a prerequisite, if not sufficient, for a consumer to buy.
Simple but often forgotten truth about marketing
This is hardly news to most people who work with marketing, yet in my experience, the simple truths are also the ones most forgotten. So let us remind ourselves of a cornerstone of human psychology. As underlined by a number of marketing gurus, emotional stimulation has the biggest and most last lasting influence on the mind and behavior of an individual. And yes, consumers use rational reasons to confirm emotional choices. However, to be efficient marketers, we need to touch the consumer emotionally.
In marketing, we make the heart and brain come together. In order to not forget this simple truth, when we ideate and conceptualize, Vertic uses a simple, but impactful, Heart2Brain marketing model.
Leveraging the model below, we first describe our target consumer and list her 5 top emotional impulses. Next, we list product attributes and features, and the practical use of those features with the consumer. Next, we interpret how the practical use could translate into human feelings and emotions. Lastly, we link the four elements on the Heart2brain marketing model through a narrative, which will form the basis of the creative for a campaign.
In sum, the simple truth is we have to start by touching our consumers emotionally to initiate the process of influence, which eventually will make consumers buy our products. Infuse the Heart2Brain model with some serious left-brain marketing, and we are good to go.