The Importance of Emotional Hooks in Websites, Webinars, AI and Retention

Share |

"I think emotion is underrated in any kind of marketing, particularly with websites," Rick Wilkes, OPIS director of marketing, told us last year at SIPA Annual 2018 during a session titled Transforming Your Website into a New Prospect Magnet. "On the new OPIS site [and still today] you see a refinery at sunset, and that's the best a refinery is ever going to look. You'd be amazed in stock photography how many fuel places are within sunsets. It's very soothing. So it's a big bold image [and the words,] 'Buy & sell oil & gas products with CONFIDENCE'—and the confidence is the emotional hook there."

This was backed up by an article I saw a month ago by Nick Hague, head of growth at B2B International: "A successful brand is based on a connection that includes trust and an emotional bond which fosters a long-term relationship. Indeed, with Harvard Professor Gerald Zaltman finding that a whopping 95% of all purchase decisions are made subconsciously, it's clear that B2B brands cannot afford to forget the importance of emotion."

Such insights are par for the courses and sessions at a SIPA Annual Conference. We are fortunate that Wilkes will again present at SIPA 2019 in a session titled OPIS RetailSuite 2018 Brand Awareness + Lead Generation Campaign. Here are 5 more "emotional" insights from speakers who will be appearing June 3-5 at SIPA Annual 2019:

Webinars. "When a sponsor does a webinar, we'll repurpose that information in multiple ways," said Clive Riddle, president of MCOL. "There's live, then we'll post the video, then take out excerpts, breaking it down into 7-minute chunks. We can do repurposing in multiple platforms. There are also nice tools out now to get a transcript off voice recognition." At SIPA 2019, Riddle will stay on the webinar theme and present: Deploying Webinar Attendee Analytics to Drive Marketing and Strategic Decision Making.

Artificial intelligence. "A large part of the misinterpretation of machine learning is that we use the word—learning—as shorthand to represent what the algorithm is doing," said Vlad Eidelman, VP of research for FiscalNote. "Learning comes with all sorts of baggage that presupposes certain things. It's easier if we replace it with computing, or counting, or something else that explicitly denotes that what's happening is a math operation." He then gave an example, changing, "It learned how to recognize faces" to, "It solved for variables in a math equation based on the co-occurrence of pixels and an arbitrary human provided label." Eidelman will deliver the Wednesday morning keynote, Cutting Through the Hype and Unleashing the Opportunity of AI.

Transparency. "When it comes to how the business is doing, yes, [it's good to be transparent with staff]," said Dan Fink, managing director of Money-Media, a Financial Times company. "It creates accountability and keeps people on the same page. Culturally, it's also an important element, and it's good to preach open discussion. Some things are sensitive—we don't talk about exact spend of individual clients, for example. But overall revenues, expenses, trends, profits, quarter to-quarter results, we are very open about—in a way that won't put journalists where they're not comfortable." Fink will present From Free to Paid: How to Develop New Products Using Beta Tests.

Retention. "I had a young marketer who I loved—we gave her pay increases, title changes, but she still took another job," recalled Heather Farley, COO of Access Intelligence. "Sometimes they just want to be someplace different. [To counter that,] we've created hybrid roles, trying to go off-script. We listen [to what they want] and tell them, 'We can work that out.'" Farley will appear on a power panel on Wednesday, June 5 titled Keys to Success for 2019 and Beyond: Views from the C-Suite.

Partnerships. One of the mantras for Krystle Kopacz, CEO of Revmade, is, "don't underprice. In media we're so used to discounting, and then not accounting for all costs." She tells a story about visiting a client and "finding out their marketing budget was completely tapped... But then we found out that this would actually come from the company's sales budget, which had a ton of money in it. So [you need] to ask the right questions..." At SIPA 2019, Kopacz will co-present The Future of Media: Evolving Editors into Product Managers.

Ronn Are you subscribed to the SIPAlert Daily?
If not, you're missing out on daily strategies, tips, profiles and case studies that can build your audience and increase revenue. To sign up, please contact Nevena Jovanovic.

Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…