Advertising Continue reading below I think advertising is less and less effective because it's one-sided in a world where people feel like they have more power over how they communicate. How do you attract people's curiosity and make it a win every time? Geoff: I think people like emotional storytelling. Humor and a sense of power are two areas. Another area that we see in the psychology of sharing that I think we're going to see more of, and it's unfortunate, is that people share feelings around anger. This is something that brands have not exploited. I see many political and non-profit groups using this. But that could spill over into an area where some brands might say, "Hey, we're gonna do that too." Ben and Jerry's, an ice cream brand, used a lot of it in the 90s when they said, “We don't want GMOs in agriculture.
We don't want all of these additives in our food supply. We have to do something about it. They used almost an angry sentiment there, which hair masking service is odd, if you think about it, for a brand like Ben and Jerry's. But it worked. People were like, "I don't want that in my body." So I think with some brands maybe they can use that feeling. I always think the Advertising Continue reading below Kelsey: I'm thinking mostly about the feeling of belonging or the feeling of being part of something else. I think often brands can do well. What do you think of voice search and how do you think we can incorporate this idea of better communication into voice search strategies and tactics? Black and white microphone icon Geoff: We really need to dig into how people talk. People speak differently about generational divides. You have to think about the slang that exists among people.
You also need to think about different languages. Voice search will encompass not only English. Any spoken language will be involved. This is going to force marketers to think more from a behavioral perspective. Advertising Continue reading below To use a simple example: in the past, you said “pizza lower East side Manhattan” and you found a search result. Now you must be thinking in latent terms: "Where's the best pizza on Manhattan's Lower East Side?" But it still sounds robotic when I say it. You have to think about how you would say to your friends in an office, "Hey, what's the best pizza place around?" This is really where we are heading with the marketing language. This is going to be natural language oriented.