How to use digital detox for your business
According to the magazine Consumer Reports, the average person sees 247 advertising messages per day. And these are just conservative estimates. The publication Business Journal Phoenix increases this indicator to 600, and the public organization Union of Concerned Scientists even calls the figure 3000. Just think about it, you receive hundreds or even thousands of advertising messages in one form or another every day. In order not to go crazy and concentrate on important information, you unconsciously do not notice 90% of advertising. And when the remaining 10% is greatly reached, you can arrange a digital detox for yourself: refuse to use the Internet, a computer and a smartphone for a week or two.
The business is harder. Due to informational noise, the audience develops advertising deafness. However, entrepreneurs cannot simply stop publishing advertising messages, as competitors will immediately occupy the vacant niches. However, brands can use the idea of digital detox to stay in touch with users, allowing them to take a break from utilitarian commercial messages.
Sick of your ads. Let’s have a detox
Sick of your ads. Let’s have a detox
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What is digital detox for brands
Digital detox for a person is a voluntary refusal to use the Internet and a computer for a certain period of time. According to supporters of this concept, going out of the virtual world into the real one reduces the level of stress, improves physical well-being and enhances creative abilities.
As noted above, brands cannot afford to leave online for long. Digital detox for business does not consist in refusing to publish commercial content, but in changing approaches to advertising campaigns. A brand can give the audience a break by temporarily refusing to advertise specific products. Instead, you can bet on increasing audience engagement. For example, for this you can advertise useful or entertaining content, publish image advertising.
The goal of digital detox for business is to show the audience that your company does not focus solely on putting the next thing to the client. Consumers should see that you also like to relax and look at the stars, that you can laugh, share common values with users. Your partners should at least temporarily stop seeing you as an annoying seller. To understand what is at stake, look at the Thai advertisement “Insurance Cockroach” that has become a meme.
As a good example of a digital detox for business, one can name the advertising campaign of the American restaurant chain Chipotle. Chipotle marketers have agreed to collaborate with renowned writers, including Tony Morrison, Malcolm Gladwell and other authors. Interesting quotes and even small works by pen masters appeared on disposable tableware and food packaging next to the restaurant chain logo.
13 digital detox ideas for your business and audience
If you work in a competitive industry, it is sometimes useful to pause in standard advertising campaigns to give the audience a break from the obsessive commercial messages. But what if Pelevin, Sorokin and Tolstaya do not want to see quotes from their works on the packaging of your product? Use the ideas below.
Advertise audience-friendly content published on your site. This can be a user guide, expert opinion on the state of the market, free web services, books.
Create and promote entertainment content that is relevant to your industry. For example, insurance companies often publish funny stories or quotes from statements by policyholders.
Publish image ads. Remember the campaign of one bank “Honest be profitable”? Come up with something similar and post to YouTube. Perhaps your leading experts spoke at a prestigious industry conference? Maybe your analyst made accurate forecasts at the beginning of the year and accidentally recorded them on video? Share with the audience.
Conduct research and advertise its results. They should be interesting to a wide audience, and not just industry experts.
Organize a social campaign and tell the audience about it. For example, pay for the repair of playgrounds, plant trees in a vacant lot near your office, and spend a community work day in the park.
Use empirical marketing.
Organize or fund some action or performance. For example, install a Christmas tree in the center of the neighborhood.
Hold a conference, training or webinar. Publish and promote keynote speeches.
Organize free courses for consumers. For example, teach your customers how to cook oriental dishes, repair a car, or take pictures.
Have a contest or quiz.
Invite the audience to participate in the development of a new product.