Many agencies make the mistake of taking what worked in the past and applying that thinking to today’s marketplace. Shouting from a megaphone to convey messages may have worked yesteryear, but today, with our ability to filter out messaging that doesn’t confirm to our existing biases, it is no longer effective.
Connecting each individual to messaging crafted to navigate their biases and desires, being incremental and measuring the impact of each interaction allows QED to influence behavior and shift opinions faster and less expensively.
We have all heard the adage, “half the money I spend on advertising is wasted, I just don’t know which half.”
For too long marketing and advertising campaigns have been based on arbitrary measures: CRM, GRP, impressions, time on site, clicks, television and radio ratings.
While these tend to measure activity, they do not measure effectiveness and impact.
QED continually monitors and optimizes each campaign, to help clients identify which initiatives are working, making sure that each dollar spent is generating results.
Information is no longer effectively broadcast to the masses. Instead, individuals, on a daily basis, curate their own sources of information: Custom Cable options, Facebook, Twitter, online newspaper and blogs allow us to select which information we actually see. This self-selection of information aids in the affirmation and entrenching of an individual’s point of view and beliefs. In turn, this makes it more difficult than ever to present an idea that deviates from our pre-existing biases.
Integral to the QED approach is to identify what is important to people, to ensure messaging is constructed to speak to the audience in meaningful ways.
QED is focused on the psychology of decision making. Understanding, to then be able to influence decision making, requires the modeling of individual bias and the impact of modern communications messaging on that bias.
Who is the voice of the message? We respond differently to authority, peer or familial voices.
What are the values in the message? Are they individual or societal? Each carries different weight with different audiences.
Every element of a message has an impact on an individual, their beliefs and their actions. QED continually monitors and tweaks our client’s campaigns, assessing reactions and responses, to influence behaviour and shift opinions in a meaningful and trackable way.