One recent Friday evening, I was lamenting to a friend that I was so tired and didn’t really want to go out, but I probably would end up out for the night in order to satisfy my FOMO. “What’s that?” she asked. I told her it’s the Fear Of Missing Out, a psychological phenomenon that’s becoming prevalent in our daily lives, and that she should Google it. Moments later, she texted me back to thank me for telling her about it, saying she thinks that’s what her teenage daughter has much of the time.
Well I have it, and I’m supposed to be in the “mature” stage of life, so I bet that a 15-year old has it in spades!
In my personal life, I’m not one to exploit emotions, but in marketing, it’s done all the time. Remember the olden days when people used to watch commercials on TV? What did most of them say?
TWO DAY SALE!
SALE ENDS FRIDAY!
CLEARANCE SALE ON FOR A LIMITED TIME!
HO-HO-HOLD THE PAYMENTS FOR THE NEXT 3 YEARS!
We are experts at creating a sense of urgency and immediacy but it hadn’t seemed so ubiquitous until the advent of social media, because we had to rely on our human memory to relay to others of what they had been missing. Now, if you miss something it will be held in effigy on the Internet or social media as a constant reminder of the great event/show/sportscast/sale/party, etc.
I read this article with great interest because it applies everything we know about FOMO in marketing, but does so in a humane and understanding way. The 3 fundamentals that it mentions describe exactly what a good marketing campaign should do: 1) Make an emotional connection; 2) Build excitement around your products and services; 3) Engage customers through (social) media.
I think this approach can work for most any industry, and I encourage you to give it a try. If you need some pointers on where to begin, contact us, but whatever you do, don’t miss out!
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