Digital Marketing Evolution: The eye eats with you



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Reprint: This text is from the book "Facebook - Marketing unter Freunden: Dialog statt plumper Werbung (2012)" by Felix Holzapfel, published at BusinessVillage Verlag, and was left to us for reprint.
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From a psychological point of view, a central key message and a meaningful picture function as a communicative anchor. But what exactly does that mean?

Digital Marketing Evolution: The eye eats with advertising-marketing-style

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Style - The eye eats with

Overview

Already after a few milliseconds, people decide subconsciously whether they find their counterparts sympathetic or not. This may sound unjust or superficial, but we can not resist it. We have been conditioned in the course of evolution over a thousand years.

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This reflex is not only important for the assessment of people, but also for looking at advertising. In addition to the assessment of sympathy, we also filter immediately on relevance. Say, two factors directly contribute to the communication of advertising messages.

The simpler the message, the higher the interaction

Overview

You can also understand this effect very nicely by simple evaluations of contributions in the social web. Let's take the example of the reach and interaction quota of a Facebook posting.

These are usually the larger, the simpler and more visually appealing a message is packaged. On the first place are clearly high-quality posting pictures with a crisp core statement. The longer the text, the less Likes.

Elaborate is no better

Overview

Similar effects can also be observed in websites and applications. There are technically very sophisticated pages where web developers snap their tongue. The normal user is often unaffected.

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In contrast to this, technically unpretentious applications lie behind a loving and successful surface. On the developer side, they quickly provide boredom, but on the other hand users are enthusiastic.

Red pencil in design?

Overview

It is all the more surprising that design is often one of the first topics where Company in the context of budgeting the red pencil set. Exactly the opposite, however, should be the case. This strengthens once again with the triumphal march of mobile devices.

This is not just the look and feel, but above all also the usability. Say, a campaign must not only look beautiful and feel good, but also on a smartphone to be optimal to use. The demands on the areas of style and design are therefore considerably increased!

This sharp approach is imperative to raise initial attention and interest. This is the only way to provide more detailed information.

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