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Prose was recently featured in Mandel Marketing and The Drum, where Justin Belmont, CEO & Founder, and other industry experts shared insights on how emotionally resonant, tailored advertisements can drive deeper customer engagement. This article explores strategies for leveraging personalization and storytelling to connect with audiences on a meaningful level, inspiring stronger brand loyalty and action.
Here’s what Justin had to say:
Use emotional storytelling to create memorable brand experiences
Topic: Embracing David Lynch’s lasting influence on ad creativity teaches marketers how to make real impact
Quote: “David Lynch’s impact on advertising? It’s impossible to overstate – he turned commercials into miniature works of art. His ads didn’t just sell products but sold emotions and mystery, making brands unforgettable. Lynch reminds us of the power of absence and mystery… his work inspires me to approach marketing with the same audacity: forget the rules, create something unforgettable.’”
You can read the full article here.
Use retargeting to create personalized customer journeys
Topic: Increase the impact of personalized marketing strategies by retargeting users
Quote: “One go-to for personalizing ad messages? Dynamic content powered by HubSpot. (And no, I’m not getting paid to say that.) One tactic that crushed it: retargeting users based on their behavior. For instance, someone who downloaded an SEO guide but didn’t book a consultation got ads nudging them toward the next step—like a free audit or case study. It wasn’t just ads; it was a continuation of the conversation. The results? A solid boost in click-throughs and a noticeable uptick in leads. The key? Keep the journey seamless and make every touchpoint feel relevant—not like you’re shouting into the void.”
You can read the full article here.
Why emotional connection in advertising matters and how to implement it
Emotional connection in advertising goes beyond promoting features because it builds trust, loyalty, and recall. Ads that resonate emotionally can generate a 23% lift in sales volume, according to a Nielsen study. By tailoring ad messages to specific audience behaviors and leveraging storytelling techniques, brands can forge deeper connections with their customers.
Key takeaways for emotional advertising:
- Empathy drives impact: Ads that tap into shared emotions—whether nostalgia, joy, or mystery—leave lasting impressions.
- Consistency is key: Retargeting and personalized ad journeys maintain a cohesive narrative, guiding customers toward conversion without feeling disjointed.
Bonus feature: Tips for building emotional resonance in your ad campaigns
At Prose, we believe that emotionally resonant advertising is the key to creating meaningful and lasting connections with customers. In today’s crowded digital landscape, ads that evoke genuine feelings are far more memorable and impactful than those focused solely on product features. Here are three actionable tips to help you infuse emotional depth into your ad campaigns and drive stronger audience engagement:
- Use storytelling over selling: Instead of simply listing product benefits, craft narratives that evoke emotion and spark connection. For example, rather than advertising a fitness app by highlighting its tracking features, tell the story of a customer who regained their health and confidence through the app. Share their struggles, triumphs, and emotions—it’s the emotional journey, not the specs, that will leave a lasting impression. By making your audience feel something, you increase both recall and brand affinity.
- Personalize at every touchpoint: Consumers respond to ads that feel relevant to their experiences. Use dynamic content and retargeting to create tailored ad experiences based on user behavior. For instance, if someone visits your website but doesn’t complete a purchase, retarget them with a personalized ad featuring the product they viewed. Include a message that directly addresses their interest, such as “Still thinking about this? Here’s 10% off to make it yours.” This level of personalization makes your outreach feel genuine rather than generic, fostering deeper engagement.
- Incorporate sensory elements: Great ads tap into more than just visuals, they create multisensory experiences that resonate emotionally. Use carefully selected music, colors, and imagery to evoke specific feelings, whether it’s nostalgia, excitement, or comfort. For example, pairing a slow, heartfelt piano track with soft, warm visuals in a commercial can evoke feelings of nostalgia and sentimentality, making the ad more moving. Sensory storytelling helps create a memorable and emotionally compelling brand experience.
By building campaigns that prioritize emotional resonance, Prose helps brands cultivate strong customer connections and lasting loyalty. Emotionally driven ads capture attention and hearts, making your brand unforgettable.
Ready to create emotionally powerful ad campaigns?
Prose specializes in helping businesses craft unforgettable, emotionally-driven advertisements that inspire action and build meaningful customer relationships. Contact us at prosemedia.com to learn how we can elevate your brand’s ad strategy.
