In this highly evolving digital age, companies have developed a reputation for going above and beyond to deliver compelling stories from every conceivable communication device. With the bulk of such stories stemming from an advertisement perspective, such information is precisely tailored to captivate our attention, elicit controversy, decision-making and contribute to substantial sales. After all, companies are in the money making business and getting left behind isn’t something that can be tolerated at all. To achieve this, innovative companies have harnessed the power of a market research software to not only deliver unrivaled products and services but also stay ahead of their fierce competitors.
Contrary to public opinion, such a concept basically refers to a systematic collection of data on a specific demographic and analyzing it better to comprehend what the specific group needs. Through such a system, companies are empowered with the unique ability to run businesses more efficiently and aggressively advertise developed products and services. Suffice to say, you can call it a stroke of genius in the modern digital age of business excellence.
The Pros and Cons of Controversial Marketing
Often, entrepreneurs and businesses can deviate from the norm and engage in controversial marketing techniques. As the name suggests, this unique strategy aims at sparking interest in a diverse range of readers with far-reaching potential compared to the normal traffic obtained by mundane stories. This enables companies to develop a substantial audience to engage in conversations and elevate their personal brand. As beneficial as it may be, this strategy yields several downsides that must be considered as well. As a company trying to break the ceiling, you might want to understand what you’re getting into before forking out your hard earned cash.
Come to think of it, controversial advertising doesn’t please everyone and you will definitely offend certain groups of your audience. While a few brands have successfully struck the balance between being successful and adding a flair for controversy, most have found it a struggle to maintain. Here’s a breakdown of the benefits and disadvantages of controversial advertising:
Stimulate Responsive Actions And Behaviors
Tailored to evoke debate, a good contentious advert can elicit significant behavior and actions to its designated consumers. Handled in the right manner, this strategy is proven to yield a positive response and generates substantial revenue in return. For instance, President Donald Trump’s Presidential Campaign pulled off a remarkable feat by earning him the Presidency. By harnessing contentious advertising, his seasoned team managed to transform him into a formidable politician with a new brand of politics that resonated with the deepest desire to make America Great Again. Through his compelling speech, President Trump managed to win over and earn the respect of voters that had previously doubted him.
Raise Brand Awareness
Every company strives to venture into foreign territories and connect with new customers. Whether it’s the manufacturing or online business, contentious advertising can yield massive benefits when executed in the right way. A case in point is the highly contentious outcome associated with Bikini Luxe, a leading online fashion retailer founded by Candice Galek. How did it start? Well, it’s quite simple.
Galek delved into LinkedIn’s Facebookification by posting an equally controversial question: “Is this appropriate for LinkedIn?” Consisting of an updated picture of Natalie Roser promoting Bikini Luxe’s competitor, the post undoubtedly enraged LinkedIn but elicited a reaction from over 50,000 viewers. Despite losing her LinkedIn account from the tussle, Galek impressively managed to reclaim ownership to her account with the aid of legal redress. More importantly, her efforts earned her a “follow” button coupled with an enormous increase in revenue and subscription from customers. To cap off this eventful incident, Galek was contracted to serve as a prominent contributor for Inc. Magazine.
As advantageous as they may be, contentious advertising strategies can adversely affect a company by eliciting negative reactions on a large scale. Often, such companies are left reeling in substantial losses and hardly regain their former glory in the public eye. For instance, the pharmaceutical industry experienced a drastic wakeup call in 1983 when it aired the Rufen drug; a common ingredient contained in Ibuprofen. Despite hardly being on air for 48 hours, the government immediately pulled the advert leading to substantial losses ever since.
In a nutshell, it’s crystal clear that companies are yearning for that competitive edge to stay ahead of the competition. Be as it may, you may want to consider if using this form of advertising is worth it in the end. After all, it’s a high risk, high reward strategy that only the boldest can pull off. by: Dennis Hung