The voice of the customer
A sociologist reveals what advertising needs to be like today to score points with consumers.
There are plenty of them: billboards, banners and advertisements. They all suggest to the consumer which product to buy. Some do it skillfully - others less so. It is well known that there is a little bit of psychology behind every advertisement. Advertising psychologists use behavioral and increasingly also brain research to find out when, where and why customers buy. At marketing seminars or workshops, however, advertising often only speaks from the perspective of the advertiser. Prof. Dr. Peter Gross, professor emeritus of sociology at the University of St. Gallen and author, turns the tables. He represents the voice of the customer and says what the consumer really thinks. First of all: "Advertising that wants to stand out at all costs is annoying and unsuccessful." The sociologist reveals how advertising should be in order to achieve the desired effect on the advertiser.
According to Gross, today's customers are older, smarter, more female and more international. The smart customer in particular is more critical of advertising than ever before. He cites neoclassical advertising as the latest form of advertising to better cater to them. This can be divided into three categories:
1. reasonable and tolerable advertising
The sociologist also speaks of soft advertising. Advertising that is as factual and pleasant as possible. This is because the information content and advertising recall contribute significantly to the sales success of a product. A flashy design should be avoided. Therefore, only use colors that create the desired effect. The wrong choice of color can have a devastating effect on the product and therefore on sales. The right color leads to a strong orientation reaction and improved absorption of information.
2. funny and paradoxically interesting advertising
Advertising that triggers negative feelings is less effective than that which leaves pleasant feelings, because memories with positive emotions are better memorized. This particularly applies to advertising with amusing content and paradoxical features, as the viewer can identify particularly well with humor. Gross: "Advertising should and must stimulate thought and be decidedly different from others." He cites the current Mercedes-Benz TV advertisement as an example of funny advertising: a cute guardian angel insults his fellow angel as a "lazy pig" because he is protecting a Mercedes driver.
3. advertising without system errors
"Advertising in the 21st century is narcissistic and therefore has a systemic flaw," says the sociologist. Companies advertise themselves and their products too much instead of focusing on the customer as the decisive factor for the company. Particularly on the Internet, the mistake is made of only talking about one's own product. Too rarely is the customer's problem addressed and solutions shown (source: Amitra.com ). Consumers are best involved in communities (social networks or family) in which people tell each other about new achievements. The sociologist refers to the German management consultancy Absolit, which has identified the use of social media in marketing (SMM, a form of online marketing) as a current trend. By participating in social platforms - blogs, wikis, etc. - companies can position their brands more strongly and expand communication with customers.
A considerable proportion of consumers no longer buy products because their advertising sells recipients for fools or is dull and annoying.
Adriana Zilic
According to Gross, today's customers are older, smarter, more female and more international. The smart customer in particular is more critical of advertising than ever before. He cites neoclassical advertising as the latest form of advertising to better cater to them. This can be divided into three categories:
1. reasonable and tolerable advertising
The sociologist also speaks of soft advertising. Advertising that is as factual and pleasant as possible. This is because the information content and advertising recall contribute significantly to the sales success of a product. A flashy design should be avoided. Therefore, only use colors that create the desired effect. The wrong choice of color can have a devastating effect on the product and therefore on sales. The right color leads to a strong orientation reaction and improved absorption of information.
2. funny and paradoxically interesting advertising
Advertising that triggers negative feelings is less effective than that which leaves pleasant feelings, because memories with positive emotions are better memorized. This particularly applies to advertising with amusing content and paradoxical features, as the viewer can identify particularly well with humor. Gross: "Advertising should and must stimulate thought and be decidedly different from others." He cites the current Mercedes-Benz TV advertisement as an example of funny advertising: a cute guardian angel insults his fellow angel as a "lazy pig" because he is protecting a Mercedes driver.
3. advertising without system errors
"Advertising in the 21st century is narcissistic and therefore has a systemic flaw," says the sociologist. Companies advertise themselves and their products too much instead of focusing on the customer as the decisive factor for the company. Particularly on the Internet, the mistake is made of only talking about one's own product. Too rarely is the customer's problem addressed and solutions shown (source: Amitra.com ). Consumers are best involved in communities (social networks or family) in which people tell each other about new achievements. The sociologist refers to the German management consultancy Absolit, which has identified the use of social media in marketing (SMM, a form of online marketing) as a current trend. By participating in social platforms - blogs, wikis, etc. - companies can position their brands more strongly and expand communication with customers.
A considerable proportion of consumers no longer buy products because their advertising sells recipients for fools or is dull and annoying.
Adriana Zilic
