Advertisers could increase the impact of digital advertising by as much as 40% when reach consumers when they’re in the right mood – according to a recent Yahoo Receptivity of Emotions survey. Encouraging results are also obtained when responding to content marketing.
Researchers looked at the emotional state of consumers and their daytime sensitivity to advertising, and found that consumers in the US and UK were upbeat 46% of the time. This was the most common mood during the day, and was most likely to be encountered around lunchtime (between 11 am and 2 pm).
It turned out that when consumers are in a cheerful mood they:
The results show that the emotional context is almost as important to online marketing as current activity: 71% of consumers said they would click on or read digital ads if they would better reflect what they are doing at the time (eg, user is lookig for tourist equipment and an advertisement of sports store offers appears), and 67% would do that if the ads better reflect what they feel.
Yahoo CEO in the UK Nigel Clarkson commented the results of the study: – Initially thinking about contacting consumers when they have a good humour may seem obvious, but we have never before appreciated the reach and impact this can have on the success of the web campaign. Marketers have focused on the importance of reaching the right person, at the right device, at the right time, in the end they noticed that “the right time” should be more than just a web page users are viewing at that moment. We should strive to take into account also the emotions of consumers.
Kategorie: top trends, B2C