As marketers, it’s our job to influence purchase decisions. Connecting with consumers with a relevant, customized message at the right time on the road to conversion is crucial. However, when we nudge them towards a purchase, we don’t want to rub them the wrong way. There’s a fine line between influencing and an invading someone’s privacy.
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Is the ‘Hook’ harmful?
In his book, Hooked, Nir Eyal explains the Hook Model – a formula he developed to explain why users of particular products feel compelled to keep coming back for more. The model consists of four progressive steps: trigger, action, variable reward and investment. It’s hard to think about the Hook Model without social media coming to mind. For many people, checking their social media accounts, such as Facebook and Instagram, have become as reflexive an activity as turning on the lights upon entering a room. While some experts say this addiction to online interaction is harmless, others refer to it as “digital heroin.” Simon Sinek goes so far as to…
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Can of soup, $5. Celebrity endorsement: priceless.
It’s Sunday night, and I just ordered my groceries for the week through Instacart (if you haven’t tried this grocery delivery service yet, I highly recommend you do). I decided to try a new and unfamiliar brand of soup, just because of the celebrity name on the label. Notice: JavaScript is required for this content.
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In a loud world, silence sells
In the article, “Silence is Golden: why companies are turning to muted ads,” Hope Horner explains that effective commercials tell a story and, to create a compelling story without sound, you should include powerful imagery.
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Crazy goals can lead to insane achievement
This month, seventy years ago, David Ogilvy founded his advertising agency. He was 38 years old and embarking in an entirely new direction in his career. Even so, he gave himself some lofty goals for his company to aspire to. He made a list of the five clients he wanted most.
