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 th...

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 d...