Council Post: The Era Of Evocative Marketing Has Arrived — Are You Ready?

Today's consumers are hit with thousands of ads every day; we live in a sensory overloaded digital world and we quickly learn to deflect and ignore much information. So, what stands out? Evocative content marketing, according to Lora Kratchounova in her Forbes article, "The Era of Evocative Marketing Has Arrived—Are you Ready?" Kratchounova writes that "images, stories and other assets that cause viewers to feel a sense of nostalgia, anxiety or thirst for adventure" jump to the forefront of consumers' interest levels. In other words, content that compels the buyer to feel is the best way to connect with prospects and future customers. Read the entire article for a better understanding of this concept and for ways to improve your evocative marketing approach.

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In an era of sensory overload—or, perhaps just ‘overload’—we need to be extra-sensitive to the content and delivery of our marketing messages. We don’t want to be the “one more thing” that’s bombarding consumers; rather, we want to be fresh, unique and different.

Lora Kratchounova, founder of Scratch Marketing + Media, says that the best differentiator in this this “crowded, loud digital landscape” is “content aimed at making audience members feel.” Yes, “feel”—you know, emotions. Kratchounova writes that evocative content—compelling stories, captivating images, and uplifting video—is what stands out in today’s digital world, where research shows that consumers are exposed to thousands of ads in a day.

Read Kratchounova’s fascinating look at ergonomics (also known as human-factors engineering) and its influence on today’s marketing in a digital world. Read “The Era of Evocative Marketing Has Arrived—Are you Ready?”

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