What is Clickbait?

What is Clickbait?

Advertising, Online Marketing, Viral marketing
Clickbait is a controversial advertising tactic for the publishing of online content, by which shocking, attractive or intriguing titles and thumbnails are created with the only purpose of attracting more clicks. Clickbait content distort or exaggerate the material that it supposedly describes. The goal is to trigger an emotional response in the audience. Its equivalent in traditional media is the sensationalist journalism or “yellow press”. How was Clickbait born? Unlike printed newspapers, online media does not have an income from printed material, so they depend entirely on advertising. And the advertising income is directly correlated with the size of the audience, that is, the amount of web traffic that specific media has. Capturing the visitor’s attention became vital for journalism and particularly difficult in a context of information overload. This new…
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Asymmetric dominance or decoy effect

Asymmetric dominance or decoy effect

Advertising, Marketing
Asymmetric dominance or decoy effect is an interesting psychological phenomenon used in marketing by which customers tend to make irrational purchase decisions depending on the choices they are shown. If we have options A and B, and customers would rather A, it is possible to include a third option (the “decoy”) that will be similar to B but clearly disadvantageous. When C is included, customers prefer B. We can see it in the following specific example, taken from a real experiment: Small popcorn: $3 Big popcorn: $7 In this scenario, customers picked the small popcorn. Then a new option, the decoy, was introduced. Small popcorn: $3 Medium popcorn: $6.50 Big popcorn: $7 When faced to this new set of options, the customers began to choose the big popcorn. The asymmetric dominance or decoy effect happens because…
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The attention economy

The attention economy

Advertising, Marketing, Online Marketing
Attention economy is an interesting concept from information management that helps us to understand some current trends in online business and advertising. The basic idea consists in considering human attention a scarce resource, due to the modern phenomenon of information overload. Getting and keeping the audience's attention is an increasingly difficult challenge and most of the marketing efforts focus on this problem. The underlying principle of the attention economy concept is so fundamental that it is a basic premise for any communicative interaction: for a message to get to its addressee, we need his attention. The problem is that nowadays in the "Information Age" we are continuously exposed to all kinds of contents and advertising through all kinds of different communication channels. We are faced with a massive and increasing amount of stimuli, and our…
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What is remarketing and how to do it effectively

What is remarketing and how to do it effectively

Advertising, Marketing, Online Marketing
Remarketing or retargeting is an online marketing practice that involves targeting our ads to an audience that have already visited our website. This technique is especially important in e-commerce, since most visitors do not make a purchase in their first visit. There are some online marketing agencies that specialise on remarketing.   Types of remarketing Probably the most known way to do remarketing is through a feature on Google AdWords. This specific setting allows us to target our advertising on Google Display only to people who have already visited our website and been identified by a cookie in their browser. We should bear in mind that in this case our ads could be showing up on websites that are not remotely related to our product or service, since their content does not…
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The 6 Principles of Persuasion by Robert Cialdini

The 6 Principles of Persuasion by Robert Cialdini

Advertising, Marketing
Robert Cialdini is world-renowned by his book “Influence: The Psychology of Persuasion” (1984), a work that has become a must-have for businessmen, advertisers and marketers. In this book, Cialdini exposes his 6 principles of persuasion or influence.   1. The Principe of Reciprocity According to this principle, human relations tend to be reciprocal. People tend to treat others in the same way they are being treated. If an individual is treated with respect and cordiality, he will respond in the same way. Also, if he receives a gift or benefit, he will feel the need to correspond it. This principle also works to bring closeness: if we tell someone something secret or intimate, that person will be more likely to tell us something similar.   2. The Principle of Scarcity The scarcity principle states that…
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The McWhopper proposal, a co-branding between Burger King and McDonald’s

The McWhopper proposal, a co-branding between Burger King and McDonald’s

Advertising, Marketing, Social Media
McWhopper proposal is a Burger King advertising campaign in which the company proposes McDonald's joining forces to create a new product, the McWhopper. McWhopper would be a mash up between the most iconic hamburgers of both brands, the Big Mac and the Whopper, and it would contain six ingredients from each one. Burger King suggest to sell this new hamburger in one only place in the U.S. for one only day, 21 of september of 2015, commemorating the International Day of Peace set by United Nations. In brief, it is a cobranding proposal between Burger King and McDonald's, but with certain aspects that make it unique. Firstly, a cobranding is never done between competing brands, but between brands and products that are complementary. Besides, the proposal has been made openly, in the form…
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