From Persuasion to Engaging Consumers in 4 Spheres

Advertising
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Jaap de Jonge
Editor, Netherlands

From Persuasion to Engaging Consumers in 4 Spheres

Most advertising messages as we all know them are typically:
- Transmitted widely (not precisely targeted)
- Intrusive (pervasive, without consent of the receiver)
- Irrelevant (not adapted to the receiver)
- Persuading through either interruption, repetition or even by being ubiquitous (omnipresent).

According to Jeffrey F. Rayport that has to change and is changing: In a media-saturated world, to engage consumers requires focusing on where and when they are receptive.
Rayport says consumers are most receptive when they are approached in one of 4 spheres, especially when used in the right marketing stage:
1. PUBLIC SPHERE - where we are between activities, both physical and virtually. Good for Awareness, Trials, Purchase. Not good for Branding and Loyalty.
2. SOCIAL SPHERE - where we interact and relate with other people. OK for Awareness, good for Trials, OK for Purchase, Branding and Loyalty.
3. TRIBAL SPHERE - where we affiliate with groups, expressing our identity. Not good for Awareness, OK for Trials, good for Purchase, Branding and Loyalty.
4. PSYCHOLOGICAL SPHERE - where we connect messages with thoughts and feelings. Good for Awareness, Not good for Trials, OK for Purchase. Good for Branding and Loyalty.

I liked reading this article, because of the 4 spheres model that will stimulate more customer-centric thinking by advertisers.
Source: Jeffrey F. Rayport, "Advertising's New Medium: Human Experience", HBR Mar 2013.

 

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