Copyright Challenges In the Information Age of Today

By Eric B. Delisle July 23, 2016 General No comments yet

It’s a well-known fact that people love stories. That’s why Hollywood exists and box office movies make millions of dollars; we keep watching movies to listen to yet another story. When it comes to marketing, this fact is only beginning to emerge.

Adaptyl, an ad development technology company that facilitates marketing campaigns on social networks, recently run a marketing campaign on Facebook where they tested sequence (or storyline) adverts against call to action adverts.

In the former they downplayed the call to action and instead used teaser narratives to grab audiences’ attention while in the latter, they had the typical loud and center-forward call to action as the main message in the ad. In addition, in the sequential ads, they broke the ad campaign into a number of pieces, staggering the narratives over a number of installments. They then served both ads to identical audiences and the results were astounding:

  • Among those who were exposed to the sequenced ads compared with those who were exposed to the non-sequenced ads, there was an 87% increase in people visiting the landing page
  • There was a 56% increase in subscription rates among people who were exposed to the sequenced ads compared with those who were exposed to the non-sequenced ads
  • People who were exposed to all three of the ads in the sequence converted at higher rates than those who had seen just one or two of the ads. People who saw even just one of the ads converted at higher rates than people in the control group who saw no ads.

The results show a scenario where the sequential ads that leaned more heavily towards storytelling performed better than those with simple calls to action. The implication here is that people tend to respond better to stories than to a call to action.

Instead of repeatedly telling someone to sign up, first tell them a story and then offer them the option to perform the call to action. For instance, if you run a blog and you need people to sign up, consider adding your call to action at the end of each post, when there is sufficient consideration to compel the reader to sign up.

Summing up the findings, Adaptly had these insights to share:

  • Consider testing a “sequenced” marketing message, even if the goal is direct-response, to improve the results that matter to the campaign or the brand
  • Adjust the message depending on what people know about the brand. Brands that enjoy a higher level of awareness may be able to focus more on purchase intent and conversion than a brand that is less well known.
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