Quick cuts #19: Science of Persuasive Marketing and Small Screens

This edition explores three key trends that are impacting marketing strategies today: the rise of mobile video, the power of subtle visual cues, and the changing landscape of data privacy. Buckle up, marketers, because it's time to adapt and conquer!

Cut 1/3: Small Screens, Big Impact

Source: Snapchat

?? The landscape of video consumption is rapidly evolving, with small screens, particularly smartphones, emerging as a dominant force. In a recent study conducted by Snapchat, Dentsu, and Kantar, it was revealed that consumers are increasingly turning to their mobile devices for video content, demanding a shift in marketing strategies.

Key Findings:

• Increased Attention: Viewers are more likely to give their full attention to videos on small screens, making them a prime opportunity for advertising.
• Social Video Consumption: Social media platforms like Snapchat are driving significant video consumption, particularly among younger demographics.

Action Points for Marketers:

• Prioritise Mobile: Invest in mobile-first video strategies, including optimised creative formats and targeting.
• Implement a Dual-Screen Approach: Combine small and large screen advertising to maximise brand impact and drive full-funnel metrics.
• Optimise Ad Creative: Create concise and attention-grabbing video ads tailored to small screens.

Cut 2/3: Science of Persuasive Marketing

Source: Sciencesays

?? Research has shown that italicising promotional text can significantly impact consumer behaviour. By understanding the psychological principles behind this technique, marketers can leverage it to create more effective campaigns.

Key Findings:

• Increased Urgency: Italicized text can create a sense of urgency, making promotions seem more time-limited.
• Enhanced Click-Through Rates: Studies have shown that italicised calls-to-action can lead to higher click-through rates.
• Improved Purchase Intent: Italics can make offers more enticing, increasing the likelihood of purchase.

Actionable Tips for Marketers:

• Leverage Italics Strategically: Use italic fonts to emphasise time-sensitive offers or limited-time deals.
• Prioritise Clarity: Ensure that italicised text is still easy to read and doesn't hinder the overall message.
• Test and Refine: Experiment with different font styles and sizes to find the optimal combination.

Cut 3/3: Meta Faces the Heat

Source: FastCompany

?? European users of Facebook and Instagram will soon have more control over their data privacy. In a move driven by pressure from regulators, Meta is offering a new option: seeing less personalised ads.

Key Points:

• Users can choose less personalised ads instead of a paid subscription.
• Ads will be based on current session activity (past two hours) and basic demographics.
• Less data means less relevant ads, but users gain control.

Bonus for Marketers:

• This shift underscores the importance of creating compelling, non-targeted ad content.
• Consider focusing on broader brand awareness campaigns rather than hyper-specific targeting.
• Explore alternative advertising strategies that don't rely heavily on user data.

Wrapping Up: Preparing for a Resilient 2025

As we head into 2025, marketing professionals must stay ahead of the curve by addressing these pivotal trends. Whether you’re adopting sustainable practices, creating customer-centric holiday campaigns, or overcoming B2B challenges, proactive strategies are essential. For more insights or assistance in navigating these evolving trends, contact our team at Rhapsody.

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