A blog series on Shopper Marketing.
By Cyndi Pyburn
Have you seen IKEA’s ad for their catalogue? It is brilliant. Check it out.
“To play on the fact that browsing an IKEA catalog is a sort of holistic sensory experience, the company has created this clever new ad, which skewers Apple’s notoriously over-the-top product commercials. The result is hilarious, and the jokes really just write themselves.
“The 2015 IKEA catalog comes fully charged, and the battery is eternal,” says an exec named Jörgen Eghammer, also know as Chief Design Güru. He explains that this catalog is not a digital book or an e-book, but a bookbook. “The navigation is based on tactile touch technology that you can actually feel,” he adds.” TIME MAGAZINE, Sept 3, 2014
Is IKEA on to something? Is there a digital pushback brewing? Should marketers quickly abandon their growing digital spend for a more balanced spend with traditional media?
While there is no doubt that this ad is ingenious and is based on a ‘real’ consumer insight, it does highlight that digital communication needs to emotionally connect with customers. What do I mean by this? I get lots of digital advertising and offers my way, all starting with “Hi Cynthia” or “Welcome Cyndi” ….. I know that my name is simply swapped out for a plethora of others and that we are all receiving the same digital message. However, some brands are getting to know me – a case in point, Longo’s.
Longo’s has developed a platform that launched on the web and on mobile phones that track all user behavior. Each shopper’s content is personalized on the platform based on purchase history and is also tied to the Longo’s ‘Thank You Rewards Program’. A personal flyer is send to you with recommendations and offers special offers based on what you buy. All in all, this helps Longo’s achieve competitive differentiation and increase penetration and basket size. Longo’s makes me feel like they know me and what I want and need. They are connecting with me emotionally.
Next time the marketing team is pondering digital content, remember that it starts with a personal connection. A successful content strategy is one that achieves business goals through being likeable in the most natural way possible. Content must be Informative, Relevant, Entertaining, Consistent and Honest – combined, these 5 traits will earn that important connection.