Don’t Neglect The Value Of Inserting Insatiable Curiosity In Marketing Campaigns
Simplicity is the key to grabbing customer attention, but in the quest for simplicity don’t forget to pair it with curiosity in marketing campaigns. The how we grab their attention is best accomplished by engaging the customer’s natural curiosity. Think of Who, What, Where and Why as you create a rough draft to move forward, and remember that all these standard questions posses the power of igniting someone’s curiosity.
So often we see small businesses and marketers create campaigns and events with nothing more than a product listing, a price and a date. For a limited Time Buy XYZ for 9.95 – Available This Friday May 12th blah blah blah blah!!!!! Really? Can a campaign be any more disrespectful of the customer than that? And if the business is paying a marketer to create such a campaign they are throwing away huge ROI, throwing away goodwill and throwing away mindshare. You have to ask, What Were They Thinking?
Actively creating opportunities for Curiosity In Marketing is a challenge that requiring effort, but it’s effort that creates opportunities to showcase the Why and How You are Different (if you are) from your competitors.
Curiosity is the bait on the hook and it’s that hook that will catch the fabled mindshare, it’s the bait best used to attract each small businesses fabled white-whale (customer).
I can’t begin to (or won’t) get into the head of small business owners to see why they allow their marketing campaigns to be so derivative, to be so boring and irrelevant to the conversation. And while it’s easier for me to grasp why so many marketers refuse to stir the bitter cocktail they serve to their clients HINT: (Fear & Laziness) ultimately the client is responsible for accepting the drivel served up in that cocktail.
1)Why the Future of Marketing Is Curiosity, Not Creation
Since the beginning, marketing has required a balance between analysis and execution. Especially in digital marketing, the cycle of analyze > optimize > execute > repeat is the nucleus of all successful initiatives.
But the age of cognitive marketing has begun, and robot assistants will handle more and more of the creation duties that used to belong to human marketers.
IBM (a Convince & Convert partner) is the forward guard of this movement, with their Watson Marketing suite of tools and APIs powering an increasing number of real-time analysis and optimization opportunities. The IBM Think Marketing portal, for example, uses the Watson CMS to automatically serve up a different mix of content based on what you’ve read in the past.
This past weekend gave us another glimpse of marketing’s future, at The Masters golf tournament. IBM is a long-time sponsor of the storied event and provides all the technology for the tournament, using it as a product showcase. This year, for the first time, IBM used Watson’s cognitive capabilities to automatically determine which video clips should appear on the official Masters website and mobile app.
Based on real-time signals such as loudness of crowd reaction and announcers’ use of superlatives in their commentary (the shot was “terrific” or “spectacular,” etc.), Watson instantly identifies a snippet of video as a highlight, tags it, and pushes it live in seconds, including to Twitter.
On – 12 Apr, 2017 By Jay Baer
2) 6 Ways to Use the Curiosity Gap in Your Marketing Campaigns | WordStream
Media empires rise and fall, but the explosive growth in popularity of websites such as BuzzFeed and Upworthy during the past several years ushered in a new phenomenon in content – the “curiosity gap.”
Mainstream media such as newspapers and magazines have long tantalized their audiences with salacious rumors and tawdry gossip to sell papers and ad inventory, but the emergence of clickbait and “snackable content” (perhaps one of the most loathsome terms in media) ignited an arms race to drive revenues and traffic by appealing to our innate sense of curiosity.
However, some experts have begun to speculate whether the curiosity gap is dead; some believe today’s media consumers have become desensitized to the constant barrage of amazement offered to us in our RSS feeds and on our smartphones, and that media outlets offering little more than rhetorical questions and cheap tricks are doomed to fail unless they try harder to earn their audience’s attention.
But are they right?
What Is the Curiosity Gap?
The curiosity gap is a theory and practice popularized by Upworthy and similar sites that leverages the reader’s curiosity to make them click through from an irresistible headline to the actual content. By creating a curiosity gap, you’re teasing your reader with a hint of what’s to come, without giving all the answers away. The curiosity gap can be used to compel people to click on a blog post they see on Twitter, an ad on Facebook, or a marketing email in their inbox.
On – 10 Apr, 2017 By Dan Shewan
3) Teasing content: how leading readers on can produce big results
Nobody likes a tease in real life, but it can be quite powerful in the world of digital marketing. By teasing content, you can ignite curiosity and draw people in who otherwise wouldn’t give your content a second look. It’s a powerful technique that today’s leading content marketers are using with tremendous results – and so should you!
The science behind anticipation
Anticipation is a powerful emotion. It’s rooted in the portion of the human brain that’s known as the cerebellum. This is the area that controls automatic, “non-thinking” behavior – and it’s continually craving dopamine.
“Dopamine is a chemical neurotransmitter,” marketer Neil Patel explains. “It’s released from the brain’s frontal lobe and acts as a stimulant that prevents pain, stimulates arousal and causes excitement. Dopamine stimulation happens when we experience and expect good things. Anticipating positive events sustains the output of dopamine into the brain’s chemical pathways.”
What do anticipation, the cerebellum, and dopamine have to do with content marketing? Well, a lot more than you may think. If you’re able to use content to conjure up anticipation in your readers, suddenly you have leverage that can be used to your advantage in the pursuit of driving conversions.
“Psychology is the driving force behind conversion optimization. How people anticipate things powerfully shapes how they will interact with your landing page or conversion funnel,” Patel says. “The greater your grasp on the psychology of anticipation, the better you will be able to create a killer landing page [or other content] that ushers in higher conversions.
Image by Maliha Mannan
On – 10 Apr, 2017 By Anna Johansson