Successful campaigns target emotions
As a marketer, you are constantly looking for the next big hook. Whether your ad is an emotional rollercoaster discussing Alzheimer’s or a three-second catchphrase designed to make people like beer (you know the one), successful advertising never fails to affect its target audience on an emotional level.
Have you ever wondered which emotions go viral most consistently—and, consequently, do your job most effectively? Perhaps you have spent hours poring over demographic research, searching for the formula. In any event, a recent study shed some light on the subject, and as a result, an irrefutable model appears to be developing.
In this study, researchers showed a myriad of viral and non-viral images from Imgur to a participant pool of over 800 men and women between the ages of 18 and 54. Their end goal was to pinpoint exactly what roles gender and age play in determining one’s desire to share a visual ad, thereby perpetuating the marketing cycle.
During the study, participants were encouraged to utilize Robert Plutchik’s Wheel of Emotion, which was further divided into three ranges: positive, negative, and surprised.
So, what contributes to an image’s virility? Surprise!
Apparently, graphics eliciting emotions such as joy, interest, anticipation, and trust had some of the highest popularity ratings. Additionally, participants of the study felt stronger positive and negative emotional feedback when viewing viral images, as opposed to non-viral ones.
Most importantly, however, was the component of surprise: though both viral and non-viral images inspired varied amounts of positive or negative emotion, surprise was the most consistently reported emotional response to viral images.
Demographics strongly influenced emotional responses
Another key factor in this marketing research was that of age demographics. Those aged between 18 and 24 had muted responses—likely because of their constant exposure to similar media, and the tolerance that accompanies such exposure—and both the 18- to 24- and the 25- to 34-year-olds showed an overall lack of interest in static images when compared to animated gifs or otherwise dynamic presentations.
Gender demographics also held some surprises. On the surface, it appears that men and women share similar emotional responses; however, several small differences were found, and should be pandered to accordingly.
Men felt more positive, joyful emotions overall, but a lack of emotional complexity kept the male population from indulging the urge to share images. Finding a balance, then—i.e., disgust, fear, anger—to counter joy might be the solution to an otherwise slightly one-sided demographic.
Women, on the other hand, were most strongly impacted by trust, as well as trust emotions and a slight tendency toward negative emotions. Women also felt more emotional complexity overall, which suggests that trust is the winning component when marketing exclusively to women.
Being “new” and original is the biggest battle
We’re looking at a new development in a field in which “new” is 75 percent of the battle. Though there is a lot of specific information here, the takeaway is simple: emotional complexity favoring either trust emotions or counterbalanced joyful emotions coupled with the appropriate age demographic information and a well-designed social media ad campaign should, according to this study, reach your target audience with little to no hassle.
Google Analytics will now filter out bot traffic
(BUSINESS NEWS) Bender won’t be happy that Google Analytics will now automatically remove bot traffic from your results, but it’ll help your business.
In the competitive, busy world of online content, Google Analytics can help businesses and online publications deliver what their audience and consumers want. Now Google is finally taking the step of filtering out bot traffic in your Google Analytics reporting. This is excellent news!
In the world of websites, online news sites, blogs, and social media, bots are the bane of our existence. In their finest form, they are the electronic equivalent of junk mail. At their worst, they can carry malicious malware and viruses to your site and computer. They can even flood the internet with unfounded rumors that can have an impact on people’s opinions–stirring the political pot or lending misleading numbers to drive unfounded rumors, such as wearing a mask is dangerous. No it’s not! Chalk that nonsense up to bots and crackpots.
For businesses that rely on Google Analytics to determine what content is not only reaching but also resonating with potential customers, filtering out the bot traffic is crucial to determining the best course of action. Bots skew the data and therefore, end up costing businesses money.
Bots set up for malicious purposes crawl the internet looking for certain information or user behaviors. Bad bots can steal copyrighted content and give it to a competitor. Having identical copies on two sites hurts your site and can dink your SEO ranking. However, good bots can seek out duplicate content and other copyright infringements, so the original content creator can report them.
However, it is important for companies and content creators to know if their content is actually reaching real live humans. To this end, Google will start filtering out bot traffic automatically. The Interactive Advertising Bureau (IAB) actually provides an International Spiders and Bots list, through which Google can more easily identify bots. They use the list and their own internal research to seek out bots in action, crawling through the internet and confusing things.
Google says the bot traffic will be automatically filtered out of the Google Analytics results–users don’t have the choice. Some may argue there is a good reason to see all of the data, including bots. Many businesses and online publications, though, will be relieved to have a much clearer vision of what content genuinely appeals to humans, to readers and potential customers. It is a welcomed advancement.
Opportunity Zones: A chance to do good
(BUSINESS MARKETING) Opportunity zones offer a chance to breathe new life into economically-distressed communities.
Opportunity Zones are a beautiful mechanism for growing communities that are struggling, but some critics have put this process in a negative light. The following is an expert’s perspective on just this topic.
Jim White, PhD is Chairman and CEO of Post Harvest Technologies, Inc. and Growers Ice Company, Inc., Founder and CEO of PHT Opportunity Fund LP, and Founder and President of JL White International, LLC. His new book is a heartfelt rallying cry for investors: Opportunity Investing: How to Revitalize Urban and Rural Communities with Opportunity Funds, launched March 31, 2020.
Dr. White holds a B.S. in civil engineering, an MBA, and a doctorate in psychology and organizational behavior. He acquires struggling businesses to revive and develop them into profitable enterprises using his business turnaround strategy.
In his own words below:
BY JIM WHITE, PHD
Every investment vehicle has a twist some folks don’t like. Real estate, stock options, offshore tax havens, and even charitable gifting can be criticized for certain loopholes.
Likewise, some detractors have pointed to opportunity zones, a newer investment vehicle unveiled in the Tax Cuts and Jobs Act passed by Congress in December 2017. This bold, bipartisan plan allows for private investment capital to be channeled into some of the most distressed communities in the nation, serving the struggling residents and the investors alike.
Personally, I believe it is one of the noblest initiatives to emerge from Washington in years.
I grew up in a sharecropper cabin in what would have been an opportunity zone in Salem, South Carolina. What would an influx of investment dollars have meant to my low-income community? More and better-paying jobs to offset unemployment. People relocating to my town for those jobs, reversing population decline and increasing real estate values. New life breathed into local businesses. The increased tax revenues could have helped improve failing infrastructure. Social challenges, like crime and drug use, could have decreased. Better resources for my family and our neighbors, such as health care and education, would have emerged.
Today, there are nearly 8,800 distressed communities dotting the country that have been identified as Qualified Opportunity Zones (QOZs). These neighborhoods were designated from census tracks, treasury, and state leaders as communities that would benefit from an influx of investment dollars directed through Qualified Opportunity Funds (QOFs) to reinvigorate businesses, rebuild infrastructure and bolster residents.
As our economy continues to falter, more and more businesses file Chapter 11 and unemployment soars under COVID-19, I believe we are heading toward a painful expansion in designated opportunity zones. Even with the latest round of CARES stimulus money many people will have no way to rebound from this crisis.
One of the unexpected consequences of the coronavirus quarantine is that many businesses are discovering that, in reality, they can succeed through working remotely. This success is a double edged sword, meaning that if a business can thrive with employees working offsite then commercial real estate will suffer. And when companies no longer require brick-and-mortar locations, a local domino effect ensues; ancillary businesses, from cafés to gyms to print shops in and around a commercial office environment will subsequently close. The ripples will be felt through many other industries, including construction, transportation, energy, and retail.
Qualified Opportunity Zones and Qualified Opportunity Funds are instruments that can help stop a downward spiral. When a sponsor is able to present a project that meets the objectives of the QOZ initiative, both the QOZ and the investors benefit. That’s a win!
And, it’s not only urban centers that benefit from investment dollars. Forty percent of opportunity zones are rural. Even with often plentiful food, water, energy and other natural resources, deep poverty exists, and too many of America’s 60 million rural residents lack access to education and healthcare. A declining population often goes hand in hand with failing infrastructure as tax money for repairs dwindles. Many households lack broadband, something the vast majority of Americans take for granted.
Despite the challenges, rural residents are often surprisingly resilient and resourceful. According to The Hill (“Rural America has opportunity zones too”), rural residents create self-employment opportunities at a slightly higher rate than the national average. Their challenge is to connect with investors and access funding, more of which is directed to small business investment on the coasts.
In fact, many entrepreneurs and small business owners don’t know about Qualified Opportunity Funds. If a business is located in an opportunity zone it is eligible for direct funding by reaching out to the QOFs with a specific request for funding.
More than any investment plan that’s come before, I believe opportunity zones have the greatest capacity for positive social and economic impact. Spread out over many communities, these investments can help our nation flourish as a whole.
Gloves that translate sign language in real time
(BUSINESS MARKETING) A new wearable tech translates American Sign Language into audible English in real time.
Advancements in technology never cease to amaze. The same is true right this moment as a new technology has been released that helps translate American Sign Language (ASL) signs into spoken English in real time.
This technology comes in the form of a hand glove – similar looking on the front side to what one would wear in the winter, but much more advanced when in view of the palm. The palm side of the glove contains sensors on the wearer to identify each word, phrase, or letter that they form via ASL, and is then translated into audible English via an app that coincides with the glove.
This is all done in real time and allows for instant communication without the need for a human translator. The signals are translated at a rate of one word per second.
The project was developed by scientists at UCLA. “Our hope is that this opens up an easy way for people who use sign language to communicate directly with non-signers without needing someone else to translate for them,” said lead researcher Jun Chen.
The hope is to make communication easier for those who rely on ASL, and to help those unfamiliar with ASL adapt to the signs. It is thought that between 250,000 and 500,000 people in the United States use ASL. As of now, the glove does not translate British Sign Language – the other form a sign language that utilizes English.
According to CNN, the researchers also added adhesive sensors to the faces of people used to test the device — between their eyebrows and on one side of their mouths — to capture facial expressions that are a part of American Sign Language. However, this facet of the technology is not loved by all.
“The tech is redundant because deaf signers already make extensive use of text-to-speech or text translation software on their phones, or simply write with pen and paper, or even gesture clearly,” said Gabrielle Hodge, a deaf post-doctoral researcher from the Deafness Cognition and Language Research Centre (DCAL) at University College London. “There is nothing wrong with these forms of communication.”
What are your thoughts on this advancement? Comment below!
Working from home could be permanent for many after COVID
Could TikTok soon be banned in the U.S for privacy breaching?
Clyde helps smaller brands to offer product protection programs
Will cash still be king after COVID-19?
Google Maps will soon display traffic lights
HEROES Act could increase unemployment stimulus benefits, add return to work bonus
A closer look at the HEROES act, and who stands to benefit the most
The White House pushes for $450 per week return to work bonus
Managing bipolar disorder and what I wish my employers understood
Google Glass didn’t succeed, but Apple’s AR glasses might
Anti-surveillance mask – creepy, ingenious, or potentially illegal?
Amy’s Ice Cream founder on Austin’s business risks and rewards #WhyAustin
Turns out a lot of people are in between introverted and extroverted
P. Terry’s founder on the booming economy in Austin #WhyAustin
Ladies and gentlemen, the U.S. National Anthem
Our Great Partners
news neatly in your inbox
Subscribe to our mailing list for news sent straight to your email inbox.
Thank you for subscribing.
Oh boy... Something went wrong.
Opinion Editorials2 weeks ago
What to do when you can’t find your passion and you’re feeling lost
Opinion Editorials5 days ago
The truth about unemployment from someone who’s been through it
Business News2 weeks ago
New company beats Amazon with next morning delivery?
Opinion Editorials2 weeks ago
Idea: Color-coded face masks as the new social contract to combat COVID-19
Business News2 weeks ago
International start up turns LinkedIn profiles into resumes
Business Marketing2 weeks ago
Stand out with video as part of your resume (but be careful)
Opinion Editorials2 weeks ago
Women-owned businesses make up 42% of all businesses – heck yeah!
Business News2 weeks ago
Google offers ample support for work from home employees