How you say it matters more than what you say

Advertising world is interesting (and funny). Every soap brand advertises to be the best for your skin, every car maker claims to give the best fuel efficiency & driving experience and every mobile phone company states that they make the best phones in the world. The message is the same, so what really matters is how you deliver it.

In order to find the best way to deliver the message, you got to know your consumer. What your consumer likes? What are their interests? How they spend time? What are the issues they care about? What kind of messaging worked for them in the past and what didn’t? In other words you need to understand the ethnography of your consumers.

The basic idea behind ethnographic research is to make sure your message is formulated in the right way so that it has the maximum appeal on the target consumer. But this has an added advantage too. It is not always possible to define a target group of consumers by demographic profile. Many times the target consumer group spans across standard demos. So when you reach out to the consumer based on their psychographic profiles, you make sure it appeals to the taste and interests of your consumers.

One of the best ways to do ethnographic research is on the internet. Human beings are social in nature. They talk. They share information and knowledge. They emote their values and concerns. Internet has provided them the best place to do so effortlessly. Social networks have now become the natural place for people to discuss everything from interest and activities to likes and dislikes.

At MavenMagnet we have developed capabilities to listen and understand this information at a macro level without violating privacy of individuals or interfering in their conversations. Our proprietary technology is smart and sophisticated to identify your target consumer group and sketch their psychographic profile.

Advertising involves a lot of creativity. I believe creative people are geniuses. They have the power to add life and excitement to anything from a bar of soap to a bottle of water. Our goal is to empower them with just a bit more critical information about the consumer so that they can channel that message to have a much greater and profound impact.

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