Advertising should tell a unique story rather than just try to sell, agree 73% of US consumers. That’s one in a series of findings from Adobe and Edelman Berland on consumer attitudes towards marketing and advertising. Respondents were presented with 17 statements about marketing and advertisements and asked with which they agree. Two-thirds agreed that a video is worth 1,000 words and that user product reviews are the best source of truth. Also, 51% agreed that beautiful advertising is more effective.
It is all about storytelling. We have been passing on stories since the beginning of time. In essence, we are no different than our predecessors. Now, instead of drawing on the walls inside of our caves, we are taking videos and watching video. That is how the stories are brought to us. Today, with over 50% of the consumers having access to a mobile device, using video to reach them with a message of interest that is unique, should be the take away from this article that can generate interest and sales of your brand.
Why is this?
Women have the power. Video sells.
Details from Adobe’s “Click Here: The State of Online Advertising” reveals that 44% of consumers and 29% of marketers feel that advertising works better on women than on men. Some 28% of consumers believe women are very influenced by advertising, while just 11% of consumers believe the same about men.
Nielsen in April 2012 observed a considerable gender gap in online purchases inspired by television ads. Among consumers who use the Internet while watching TV, either on their computer or on a mobile device, women are 12% more likely than the average consumer to purchase a product online that was featured on TV, while men are 14% less likely. Also true, female tablet owners in Q4 2011 were 12% more likely than male owners to look up product information for an ad they saw on TV (28% vs. 25%), and 14% more likely to look up coupons or deals related to an ad they saw on TV (24% vs. 21%).
Video is the constant. It is the driving force in activating the consumer to the brand. With mobile now in the hands of half of the population, it is time to understand the relationship between women and your product(s) and or service(s).
For retailers and manufacturers, a MOBILEFirst strategy should be at the center of your budgeting considerations. If not, you are destined to do what you did before. Doing that will get you what you got. That is a trail to fail.
Mobile is shaping the future of marketing innovation.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
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