In an era of sensory overload—or, perhaps just ‘overload’—we need to be extra-sensitive to the content and delivery of our marketing messages. We don’t want to be the “one more thing” that’s bombarding consumers; rather, we want to be fresh, unique and different.

Lora Kratchounova, founder of Scratch Marketing + Media, says that the best differentiator in this this “crowded, loud digital landscape” is “content aimed at making audience members feel.” Yes, “feel”—you know, emotions. Kratchounova writes that evocative content—compelling stories, captivating images, and uplifting video—is what stands out in today’s digital world, where research shows that consumers are exposed to thousands of ads in a day.

Read Kratchounova’s fascinating look at ergonomics (also known as human-factors engineering) and its influence on today’s marketing in a digital world. Read “The Era of Evocative Marketing Has Arrived—Are you Ready?”

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Wednesday, October 13, 2021

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