‘Expanding your marketing playbook with predictive analytics’ – Econsultancy
John Kelly says, “In the Mad Men era of marketing, appealing to the customer’s emotional drivers was the standard – the “go-to” play.
Appeals to the heart won the wallet. Take a more recent example, from a category with a very emotional appeal: the Budweiser Clydesdale horse campaign.
For some people, their feelings about those horses and what they say about the brand transcends more logical price or taste comparisons.
While categories with basic emotional appeals may always exist, today’s customer is more sophisticated and the marketing necessarily more complex”.
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