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Nostalgia in Digital Marketing is effective digital marketing services don’t only have to catch people’s attention. They must also latch onto their emotions. This way, brands will have a stronger connection and relationship with their target audience.
People feel a particular fondness whenever they see something that triggers a memory from their past—a whiff of a familiar scent that takes them back to the days with their comfort person. A taste of childhood food they’ve never had for ages may make them involuntarily tear up. They’re instantly filled with this sense of affection, reminiscing how things have once been and a feeling of longing for previous experiences that once provided them serenity.
This is commonly referred to as nostalgia, and the people experiencing it may not be the only ones it can provide happiness with. Companies are looking into incorporating this experience into their marketing projects to win the audience’s hearts, which is working.
Nostalgia in Digital Marketing is a unique experience for every person. But it brings the same sense of happiness and delight to people experiencing it. Research shows that it can provide tremendous psychological benefits, including less stress and a sense of optimism caused by higher self-esteem. Hence, it’s no wonder marketers are tapping into this emotion to win their customers over.
Marketers have made their audience yearn for their products and brand by tapping into their yearning for previous decades and shared experiences.
Nostalgia marketing associates positive emotion with a product to boost sales. It incorporates familiar and well-liked ideas or events in the past in conducting campaigns. While looking at or experiencing these advertisements, the audience may recognize some elements that excite their attention and interests through affection. This creates a solid relationship between the brand and the audience through this emotional association.
After all, an excellent measure of the effectiveness of digital marketing services isn’t just their ability to catch people’s attention. It’s also when they can tug at people’s heartstrings, eliciting an emotional response. It’s basic psychology to know that memory stays longer if there’s an emotional experience attached to it. Hence, when the target audience feels a sense of joy upon scanning the marketing campaign, there’s a bigger chance that it will stay engraved in their mind longer.
Leveraging Nostalgia in Marketing
It’s only this year that nostalgia marketing came into the spotlight once more. It highlights the fact most marketers fail to remember and emphasize: A campaign that makes the audience feel good about themselves is a campaign that can make the brand more appealing to this audience. It’s a common occurrence of redirection and association.
Leveraging nostalgia in marketing means reinventing a digital campaign to make it more reminiscent of something without hitting the consumer straight in the face with commercialism. For starters, here are some tactics companies can consider:
Take Something Old and Make It New
Once a feeling of familiarity, especially recognition, hits customers, it’s game over. There’s a delight in saying, “I remember that!” Hence, a massive part of nostalgia marketing is picking something old and incorporating it into the current and modern digital campaign.
Most marketers make do with recreating old commercials and putting a modern twist on them. But the limitation to this is that not everyone can recognize all of these commercials. Most consumers attracted to digital media are comprised of the newer generations. Hence, what people can do is make use of universally known old concepts and add a modern twist to them. This allows companies to use newspapers, magazines, and other direct mail again. Only this time, they must be with content that people would want to read and hold on to.
Look Into Shared Memories
Again, nostalgia is unique for every individual. This makes pinpointing the nostalgic element challenging, but it doesn’t have to be impossible. People will always have a universally shared memory, something they may have experienced in their childhood. Marketers must look into these trends and research what can entice more people and catch their attention and affection.
Digital marketing isn’t just about selling products or improving one’s business brand. It’s also about making the audience feel good about themselves and the experience. This brings the most result, converting their interest in the campaign to actions benefiting the company.