Marketing is as much of an art as it is a science and no more apparent can this be seen in video marketing.
Behind the camera, there is no single set of rules to follow that guarantee success, regardless of your industry. Indeed, the best video marketing often surprises and delights us by defying our expectations and pushing at the boundaries.
Of course, that’s not to say there aren’t some important rules of thumb that need to be understood. In video marketing, possibly the most important of these involves the roles played by logic and emotion and when to employ each in your approach. Understanding the relationship between these two drivers and their implication for advertising across your own industry sector is the first step to unlocking the full potential of your video marketing strategy.
Video Marketing Strategy: Logic vs Emotion
Defining what we mean by logic and emotion in marketing is important if we are to discuss their application. In logical advertising, details about the product and sales arguments are presented to the consumer, leading them to think about practical reasons as to why they want the product.
A good example of a logical approach to advertising can be seen in ads for Dyson Vacuum Cleaners, in which a practical demonstration and scientific explanation are enough to persuade the consumer as to the usefulness of the product. In this example, Dyson has built its reputation on its technology, so it goes without saying that they focus their marketing on it.
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