Marketing With 4C

We read to know we are not alone. – C.S. Lewis Now we are literally not alone anymore. Why? Because there is a whole community out there, famously called the “BookTok”.  Before we take a closer look at the effect BookTok has had on bookselling and publishing trends, we should probably start with a quick explanation of what BookTok is, and why BookTok trends are relevant.  BookTok is a literary subcommunity of the social app  TikTok —a short-form video platform . Creators from this community are called BookTokers , and they range from readers and authors to publishers, literary agents, graphic designers, etc. BookTok content varies but is largely made up of book recommendations and reviews. Users may also post book hauls, challenges, giveaways, and advertisements. Unlike other social media platforms, such as Twitter or Instagram, Tiktok’s algorithm is designed to reach more than just a user’s current follower base, connecting you with a large scope of creators and users that are interes

Occasionally, appealing to a customer's darker side results in the strongest bonds. Some of the most popular brands in the world use payback fantasy and negative marketing to cultivate consumer loyalty. Positive emotions are often used along with emotional branding. To consistently appeal to their product to the customer, marketing copywriters use emotional marketing to develop a pleasant, cheerful sensation in their viewers.  What about, however, negative branding, advertising, and marketing? Negative marketing has the potential to get nasty, and emotional marketing flourishes on it. According to emotional marketing, the perfect recipe for strategies for negative branding revenge. Utilizing revenge in their negative emotional branding is the ideal technique to win over customers who despise certain things and let them despise them along with the company. Normally the negative advertising technique delivered by revenge is done with a cliffhanger. The way emotional marketing works i

 ‘You have 549 likes on your post’, these are some of the words which to some may feel like an achievement so great, yet it’s disappointing and disheartening. In our age, social media governs one-third of our lives. Social media and the internet can take a toll on our mental health, and we wouldn’t even notice how and when they start affecting our thought processes, and thinking patterns and become a way of our lives. They set unrealistic beauty standards and aim at their target audience consisting of teenage boys and girls.  Girls, especially those aged 13-15, get very particular about the way they look online. Dove’s #Reverseselfie campaign was set to fight societal devils like these.  The campaign was launched in April 2021, and the campaign has been a huge success. The campaign video has 750,000+ views on YouTube and 870,000+ views on Instagram. The press and public have responded positively, calling the campaign “powerful” and “beautiful”. As stated by the brand on dove.com, its S

  Before we dive into the Halloween economy, let's track back to its history  The tradition originated with the ancient Celtic festival of Samhain when people would light bonfires and wear costumes to ward off ghosts. In the eighth century, Pope Gregory III designated November 1 as a time to honour all saints. Soon, All Saints Day incorporated some of the traditions of Samhain. Even though Halloween is just a single day, as a holiday it is nonetheless responsible for a great deal of consumer spending on everything from costumes and makeup to candy and party supplies to (of course) pumpkins. Based on the Keynesian school of economic thought, major spending holidays can have significant and positive short-term benefits for the economy by encouraging extra purchases that might not otherwise occur. Americans spent a record $10.1 billion on Halloween, the second-biggest retail event of the year. Source: https://www.freepik.com/ It could be argued that the state of the economy affects th

  Dressing up is an important part of Halloween, and finding fake blood for it is a task. Heinz is hopping on seasonal trends with a creative effort that recognizes its ketchup brand’s longstanding application as fake blood for Halloween costumes and decorations. It's got to be a precise colour of red; it has to be inexpensive enough so you can douse yourself, and you should be able to easily wash it off before bed.  As Halloween approaches, one food brand has embraced its gory potential. It's all about the ketchup. You may have been using ketchup for years as a Halloween costume aid, but Heinz finally made its likeness to blood official last year when it released a special edition of Tomato Blood Ketchup.  The #1 ketchup-maker is bringing back the fun this year to keep its red sauce top of mind for anyone planning a scary costume. The tagline for the campaign is “If you have Heinz, you have a costume”. You can use the Halloween sauce to create a ‘bloody’ costume. Although you

  Ikea is a multinational furniture company that designs and sells ready-to-assemble furniture. Its biggest competitors are Walmart, Bed Bath Beyond, and Amazon. Ikea's slogan is ’creating a better everyday life for many people, and with this, in mind, Ikea is coming up with various creative ideas to showcase their product. The Swedish furniture retailer has focused on customer-centric content marketing.   On September 8th, 2022, Ikea India announced its new brand positioning – Ghar Aa Jao, Come home to Ikea, with an integrated campaign across markets. It aims to create coaction between the brand and the traditional Indian values, inviting people to their homes to celebrate every occasion and create a lifetime of memories. the campaign's focus is to celebrate the familial love, and home values that we share and bring people closer through it. Anna Ohlin. the country marketing manager, of Ikea India, said, “Ikea's new campaign celebrates the love for home and focuses on the