iMedia Connection Blog

For years digital marketers have worked toward the day when advertising was so relevant that it became viable content on its own.  And, in many ways, we’re knocking on that door. And right behind this achievement is the same kind of emotional experience that accompanies shopping—satisfaction, deal hunting and, especially this time of year, finding that perfect gift. So, instead of braving crowds at the old brick and mortar outlets, more and more consumers are venturing to e-commerce and m-commerce for their shopping, instinctively perusing websites and making shopping lists.
Advances in technology have helped create greater levels of interactivity, efficiency and control for today’s online shoppers. Still, that experience has to compete with the nostalgia of walking through a local mall, soaking up the overall experience of shopping in stores. The key toward progress in this area depends on identifying the specific emotional appeal to individual consumers and replicating that emotion in the online experience.
The inability to do this was one of the first criticisms online advertising faced when it emerged over 15 years ago. Critics said it lacked “emotion” compared to more traditional advertising models. In many ways they were right. Telling an engaging or compelling story using what... Read more