{"id":5631,"date":"2023-03-24T21:43:39","date_gmt":"2023-03-24T19:43:39","guid":{"rendered":"https:\/\/trends.tuio.ro\/trends\/check-your-tone\/"},"modified":"2023-03-24T21:43:39","modified_gmt":"2023-03-24T19:43:39","slug":"check-your-tone","status":"publish","type":"trends-cpt","link":"https:\/\/trends.tuio.ro\/edition\/2024\/trends\/check-your-tone\/","title":{"rendered":"Check Your Tone"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"<p>Check Your Tone. For all the focus on investment, don\u2019t forget how important the tone of messaging is in building connections with your customers. In times of a cost-of-living crisis, it is crucial to be transparent and sensitive when communicating with their customers. Humor can be an effective tool, as it helps to build emotional engagement. Nine of the top 10 ads favored by consumers employed humor. Marketing in a crisis is about expanding deep customer connections through savvy use of media and messaging.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","trend-keywords":[5745,5632,5640,5747,5654,5816,5623,5679,5801,5690],"trend-themes":[],"trend-categories":[5731,5638,5637],"class_list":["post-5631","trends-cpt","type-trends-cpt","status-publish","hentry","trend-keywords-advertising","trend-keywords-consumer-attitudes","trend-keywords-consumer-habits","trend-keywords-customer-service","trend-keywords-digital-media","trend-keywords-immediacy","trend-keywords-influencers","trend-keywords-social-media","trend-keywords-storytelling","trend-keywords-stress-management","trend-categories-brands-advertising-trends","trend-categories-consumer-attitudes","trend-categories-culture"],"acf":{"report":"WARC - The Marketer\u2019s Toolkit 2026","long_trend_summary":"Check your tone. The tone of messaging is also a key consideration when marketing in a cost-of-living crisis. First and foremost, brands need to convey sensitivity and transparency \u2013 don\u2019t resort to euphemisms when relaying bad news. Especially when having to raise prices, brands need to communicate their value, aside from price, and also realize that consumers may have enhanced expectations in areas such as customer experience. Another technique is to rely on humor, especially for brands which commonly rely on it. In fact, following this advice might be a competitive advantage; humor has been declining in use since 2009, according to research from Kantar, despite its effectiveness in building emotional engagement. It is used most often in TV (37%) and YouTube (30%), but is less popular in print, outdoor and website ads. System1\u2019s analysis of 2021 Super Bowl ads demonstrates humor\u2019s impact. Despite racial strife, polarization and ongoing worry in the US about the pandemic, nine of the top 10 ads favored by consumers employed humor. Notably, the only top ad that wasn\u2019t humorous \u2013 from the employment site Indeed.com \u2013 displayed empathy, another way that marketers can effectively use tone. Marketing in a cost-of-living crisis is about expanding deep customer connections through savvy use of media and messaging. The evidence shows brands which embrace this will emerge from the crisis stronger than those that don\u2019t. For all the focus on investment, don\u2019t forget how important the tone of messaging is in building connections with your customers. One underutilized technique is humor, which, if used well, can be a competitive advantage, even during tumultuous times. A Kantar study of humor\u2019s effectiveness found that humorous ads are more expressive, involving and distinct.","report_button_title":"Click to access the source report","report_button_url":"https:\/\/lp.warc.com\/marketers-toolkit-26"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/trends-cpt\/5631","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/trends-cpt"}],"about":[{"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/types\/trends-cpt"}],"author":[{"embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/media?parent=5631"}],"wp:term":[{"taxonomy":"trend-keywords","embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/trend-keywords?post=5631"},{"taxonomy":"trend-themes","embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/trend-themes?post=5631"},{"taxonomy":"trend-categories","embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2024\/wp-json\/wp\/v2\/trend-categories?post=5631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}