Product Description
Marketing is broken. Everyday, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. The advertising quest for eyeballs is floundering and research and developments in technology suggest that reaching people will only get increasingly difficult with time.
Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication – and consumers – can benefit from this.
Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from product placement and celebrity endorsement.
A share of heart, not a split-second of attention, must now be the goal of all marketers.
Emoti-coms is the revolutionary guide to this new approach. Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of thisa new and powerful way of getting your message out to the world.
A fascinating and provocative read for all marketing and communications professionals.
Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication – and consumers – can benefit from this.
Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from product placement and celebrity endorsement.
A share of heart, not a split-second of attention, must now be the goal of all marketers.
Emoti-coms is the revolutionary guide to this new approach. Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of thisa new and powerful way of getting your message out to the world.
A fascinating and provocative read for all marketing and communications professionals.
About the Author
Xavier Quattrocchi-Oubradous is an artist-turned investment banker-turned media entrepreneur. After many years of cello practice trying unsuccessfully to emulate his family roots, he graduated in management at Paris IX-Dauphine University and in political sciences at Sciences-Po Paris. His business career started by financing industrial projects at investment banks Calyon and GE. He then launched a series of businesses in the marketing and communication industry and is now CEO of QobliQ, a multinational Group offering digital, sponsorship, CSR, social media and experiential marketing services. Charles Bal is the research manager of brandRapport France, a leading independent sponsorship and associative marketing consultancy. His main focus is to develop a new family of sponsorship measurements aiming at considering the highly emotional aspect of this practice. Charles Bal is currently completing a PhD examining the role played by emotions in the sponsorship persuasion process, at the University of Paris-1 Pantheon Sorbonne (France) and Adelaide (Australia). He has already presented his results at marketing conferences in Europe and Asia-Pacific, and has published his work in several international reviews.
