People are tired of so much information in their daily lives. Unilateral interactions with brands, excess of content not adherent to their profile and too much news are, more than ever, generating a need to escape this reality. As much as this movement can be something harmful to brands, it can also be strategically conducted by marketing to help users relax their minds and, at the same time, enable a financial return to companies 'strategy that became known in the market as economy of escapism.
When asked why they are trying to escape reality, 42% of Brazilians said they seek to escape “da their own mind”, and 34% that justified this movement as a result “das news”, according to a global study by McCann Worldgroup (an excess of information that encompasses all online interactions that users encounter daily, not only news portals, but also paid ads made by a number of companies.
The lack of this care for a brand can be extremely detrimental to its prosperity and profitability. Still according to the global study of McCann Worldgroup, as proof of this, 44% of consumers want brands to understand their frustrations, along with 56% who want them to provide dreams. Those who do not follow and meet these demands, will certainly lose space in the market, damaging their image, reputation and continuity.
The data presented in the study show the importance of distractions as a healthy way to deal with everyday stress. And, in this scenario, a good marketing strategy is able to seek ways to interact with this audience in a less aggressive and one-sided way, for the construction of campaigns and transmission of more assertive, adherent and not excessive messages. That is, explore this theme of escapism in their interactions with people, aiming not only a sale, but the creation of a bond.
According to the McCann study, this economy of escapism already moves US$ 10 trillion, and should reach US$ 13.9 trillion in 2028, transforming marketable products in moments of distractions that not only help people who are going through a time of great stress, but also favor brands to create sales opportunities that bring better internal results and greater satisfaction of their consumers.
To achieve these goals, the strategies of advertainment, storytelling, branded content, product placement, guerrilla marketing and UGC proved effective in this regard, with regard to bringing companies and their products and present them in creative ways, so that they get special attention from people for simply being different from the ordinary.
Use these tools and plans with strategy and creativity, rather than simply developing simple and mass ads without intelligence behind, which ends up not being able to attract, retain and engage the target audience. If you need to invest more time than usual to create assets that really can attract attention and create a brand recall for your brands, do it! The market, for a few years, has been showing signs that “ marketing that has no marketing face” is one that brings the most results.
Creating connection with an audience that is exhausted from so much information in their lives is really difficult. After all, when a person ends up creating a bad experience with your company, this feeling lasts for a long time, capable of hurting decades of sales. But once created this bond, it becomes strong enough to transform the lifetime value customer and brand reputation against its competitors.
