BREXIT Has exacerbated the transient nature of stability on the financial markets: companies need to ensure these brief periods are maximised to the full through emotive and personal advertising.
After the High Court ruling today declared that the UK’s decision to leave the EU should be decided in Parliament itself, as appose to be forced through purely by Government, another period of limbo has now ensued with doubt encapsulating the current plan for Britain to invoke Article 50 in March 2017.
With most companies deliberating over their 2017 advertisement budget and campaign focus- one element has become perfectly clear: that the basis of all advertisements need to have an encompassing tone, one that creates a clear, empathetic rhetoric for the viewer to become immersed in.
In a speech to the CX (Customer Excellence) conference for B2B delegates, Chris Brauer, the Director of Innovation at Goldsmiths, he declared that, ’empathy is about creating a humanising experience.
‘Dehumanising your customer will ultimately distance them from your brand.’
Therefore by creating a personalised, emotive rhetoric that engages the potential customer, they have become an element of your product and directive: a trait embodied in direct response and brand response commercials.
Unlike brand response response though, this form of direct response induces an instant call to action from the consumer, rather than trying to accrue loyalty from a particular audience at a time of great uncertainty and volatility.
In a piece in the Campaign by editor Claire Beale, she stated that as a result of a recent report published by the IPA, any company looking to instil a tangible level of confidence in their stakeholders should pursue the route of direct response TV, which attracts three times the sales drive potential and profit.
This is something that cannot be replicated by the long term vision of attempting to immerse a specific group into a loyal based following through earned media.
Therefore to maximise the transient nature of the financial markets in the UK and around the world, as a result of the current uncertainty, an immediate call to action is imperative to saturate a client base which is low on assurance and confidence.