Our everyday lives are so cluttered with messaging and branding that most of it simply gets tuned out. The key to successful marketing campaigns means looking beyond the facts and focusing on right brain connections.
Claudine Bianchi, founder of Crescendo Content Marketing, explains why we should look beyond facts and figures and focus on making genuine emotional connections in her article “Time to Exercise the Right Brain in Marketing.”
The marketing industry is becoming increasingly more sophisticated each day. We’re now able to track eye movements, mouse clicks, how long people read our websites, and where they will go next. Measurements are becoming more critical and marketers must be able to balance left-brain and right-brain thinking. They need to think creatively while simultaneously aligning numbers and data to prove actual revenue generation.
Are we too focused on statistics? Have we stopped paying attention to making an impact with our messaging? What’s lost among the numbers and spreadsheets is the ability to connect and engage with people. Marketers have to tell stories that touch hearts, create empathy, and stand out. Look outside of the business analytics and take note of what’s happening around you. Meaningful, memorable content can leave a strong impression, even if it’s not measurable.