I write a lot about the important role emotion plays in cause marketing. If you don’t lead with emotion, you’re toast. I also talk a lot about mobile technology, which will be a key driver of cause marketing in the years ahead. But here’s the rub: emotion and smartphones may not be a good mix.
That’s my conclusion after reading a post by Mediapost’s Steve Smith on research by A .K. Pradeep, founder and CEO of Nielsen NeuroFocus, on the connection between brainwave analysis and ad response. I won’t repeat what Steve has done a fine job of summarizing, but I will share what I like to call his Famous Last Words – that thing we should remember after all else is forgotten.
As screen size decreases so does the viewer’s emotional response to what they are watching.
Think about the implications for nonprofit marketing. You’ve worked hard to create a strong emotional message with your nonprofit videos but on smartphones it will fall on blind eyes.… Keep reading