The 3 Questions You Need to Ask About Your Content’s Emotional Impact

Creative that produces action

If your creative doesn’t trigger a consumer to buy, then what’s the point? That’s the fundamental question that Tim Bagwell, SVP of operations at Triad, asks in the above video.

“If you’re evaluating your creative’s ability to move a user from click to cart to purchase, then I think you have to look at it in a different way,” says Bagwell. In his mind, digital marketers need to ask three fundamental questions about their content.

The first is whether it inspires. Even if it creates high levels of awareness, it’s not successful unless it can evoke emotions that lead users closer to a point of purchase. He uses the example of Google Glasses. The ads got people talking, but ultimately, they didn’t drive purchases and led to the product being quietly shelved. To hear what else Bagwell has to say about creative that creates conversions check out the above video.