'Fun' brand first step! This Oracle marketing report highlights the importance of humorous marketing

Jul 13, 2022
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Recently, Oracle released a behavioral preference survey of more than 12,000 consumers and business leaders around the world.

In the survey results, it was found that in recent years, consumers have increasingly sought emotional value after being suppressed by the epidemic, and "humor" has become the direction they pay more attention to brands. (Reply to the keyword [Oracle Humor] on the official account to download the full report.)

Let's look at the consumer data first.

78% believe brands can bring more happiness to customers

91% say they prefer interesting brands; this is even more pronounced among Gen Z and Millennials, both at 94%

90% of people are more likely to remember funny ads

77% are more likely to buy from interesting salespeople

· If a brand is interesting on social media channels, 75% of people will follow it

69% would open an email from a brand if the subject line was more interesting

68% would prefer to interact with a fun chatbot/digital assistant

48% feel a brand is relevant to them only if it makes them smile and laugh, while 41% say they will leave a brand if it doesn’t always make them happy

· If a brand is marketed using humor, people are more likely to make a second purchase (80%), recommend the brand to family and friends (80%), choose the brand over the competition (72%), and be more likely to make a second purchase (80%) spend more (63%)

From a consumer perspective, almost everyone (91%) wants a brand to make them smile or laugh. In the depressing real life, consumers prefer that brands can bring them happiness in the process of marketing.

But despite the obvious need for today's consumers, brands rarely use humor as a weapon.

Why?

According to Oracle's survey of business executives, 95% of brand respondents are afraid of using "humor" in customer interactions because they can't control how consumers really respond to brands after using humorous marketing techniques. A further 85% of brand respondents do not believe they can accurately guide their brand through humor marketing through data insights or tools.

That is to say, even if they know that humorous marketing methods have positive effects such as increasing consumers' recognition, promoting second-time purchases and favorable comments, they are afraid to use "humor" when they cannot measure the effect of humorous marketing.

Humor is invincible, but getting it right starts with accurate social listening .

Although consumers' praise and brand perception are very subjective factors, through social listening tools, consumers can timely grasp the reaction of consumers to the marketing methods adopted by the brand, so as to continuously adjust their own strategies.

"Social Listening" of Marketing Cloud, the global social media data marketing management platform , is the latest function that helps overseas brands to grasp consumers' mentions, emotions and discussion content of brands anytime, anywhere.

Through Marketing Cloud's social listening feature, brands can add their own brand words and other words that the brand cares about (such as slogan or founder, etc.) to the listening list, and simultaneously listen to Facebook, Instagram, Twitter, YouTube, Reddit and external news media sites Six major channels, listen to consumers' evaluation and reaction to the brand in real time.

And from the following four aspects, we can more comprehensively grasp the consumer's reaction to the brand's humorous actions.

1. Overview: Get a quick overview of the detailed data and trends of mentions, interactions, unique authors, potential reach, and sentiment across 6 major channels on the same page. Quickly grasp the user's real-time evaluation and overall impression of the brand.

2. Dialogue: In-depth analysis of popular keywords, popular tags, popular related brands and popular expressions used by users when referring to brands, and visualized display. Brands can intuitively grasp users' concerns and discussion points about the brand.

3. Demographics: Refine the profile of the author who mentions the brand, and display the characteristics of the mentioned author in terms of gender, age, location, language, mobile operating system and account type, helping the brand to quickly target potential brand word-of-mouth influencers.

4. Content: Aggregate and display the specific content of the brand mentioned on the monitoring platform, and analyze the content type and publishing method (original/forwarding), dig out the user content that the brand can learn from and use, and timely discover the details of the crisis public opinion that the brand needs to deal with.

The consumer experience is constantly changing, and the needs of consumers are also adjusted at any time as the environment changes. For all brands, mastering the means of social listening means mastering first-hand information on changes in consumer psychology and word-of-mouth.

The Oracle report also outlines the attitudes and actions taken by other global brands in the face of the huge consumer demand for humor. You can download the full text of the report by replying to the keyword [Oracle Humor] in the background of the official account.

All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you want to use our products for social listening, homepage data analysis, and more marketing experts' opinions and suggestions, please contact us for relevant support.

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