Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
Product argument reasoning has been replaced by narrative processing where stories not only speed up the process of evaluation, they are far more credible. Moroever, the hedonic value of entertainment has become the province of gaming and TV commercials. Instead, audiences today gain far more emotional lift from inspirational messaging. Competitive Parity . As audiences get bombarded by a sea of clutter readily shared across the internet, less distinction is noticed in supplier value propositions backed by their products, promotions, pricing and placement. Furthermore, this is removing the once touted promotional approach used by brands to boost your social-identity (i.e., that too has become well worn). Instead, audiences seek brand connections related to their moral values (e.g., how can the brand address certain social issues?). Before Now Discussion Credibility of Ad Arguments Story Realism Module 1 (Unit 4) Product/Service Benefits Shared Values Rooted in Shared Struggles Module 1 (Unit 4) Cognitive Empathy (explained) Emotional Empathy (displayed) Module 1 (Units 3,4) Before Now Discussion Genuine Community Contributor Modules 2 and 3 Rally Cry to Support Brand Community Invite to Share Experiences Modules 2 and 3
Brand Affinity Challenges
Discussion
sio-n d
Module 1 ( Unit 1)
Basis for Belief and Trust
able gles
Module 2 (Unit 1)
INFOBESITY
SKEPTICISM
Brand Persuasion Appeal
us or
ional ging ive sing
Module 1 (Unit 3)
Evidence of Understanding
Module 1 (Unit 4)
er)
INBOUND MARKETING
Brand Affinity Challenges
Now Discussion
ong-term ationships
Module 1 (Unit 1)
Basis for Value Brand Solution
COMPETITIVE PARITY CONSUMER CONTROL
ral Identity virtues)
Module 1 (Unit 4)
Brand Community Role
Before diving into this landscape, watch this 6-minute Dove video as an example of effective inbound marketing.
Infobesity . No doubt, attention to our content is at an all time low. Especially at the top of the funnel, there is no time for audiences to(1) be entertained and (2) decifer our claims of superior product benefits product solutions.
Brand Affinity Challenges
Before
Now
Interruption Based ³\RXQHHGWRVHHWKLV´
Permission Based ³ZHZLOOFDOO\RX´
Attention Getting
Answers (trust building short cuts)
Relatable Struggles (relationships first)
Brand Affinity Challenges
Before
Now
Virtuous or Inspirational Messagin(gmeaningful life lessons)
Basis for Emotional Lift
ParasocialIdentity(e.g., sel-fconcepstimilarity to celebrity endor)ser
Entertaining Value
Basis for BranAdffiliation
Moral Identity (virtues)
Argumentative Processing (compare our features to others)
Message Processing
Narrative Processing (less arduous)
Superior Deals and Offerings
Genuine Community Contributor
Basis for Differentiation
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