Shaun WhynachtBlue Cow Marketing Inc. · Founder of Blue Cow Marketing | Helping Small Businesses Clean Up Their Systems, Automate Their Marketing and Get Their Time Back

Matching the Scent of the Ad

Name: Matching the Scent of the Ad
Uploaded: 2023-05-28T13:45:01+00:00
Duration: 23 s
Channel: Shaun Whynacht
Description: In this brief segment, Shaun Whynacht introduces the marketing concept known as the “scent of the ad.” He explains that the visual, auditory, and…

28 May 2023 · 0 min

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In this brief segment, Shaun Whynacht introduces the marketing concept known as the “scent of the ad.” He explains that the visual, auditory, and emotional experience a user gets from an advertisement should be consistent with what they encounter on the landing page after clicking. If the ad’s look, sound, or feel diverges from the destination page, users experience a disconnect, leading to wasted ad spend. Shaun emphasizes that content creators must align the ad’s creative elements with the business’s intended emotion, purpose, and messaging to maintain continuity and maximize advertising efficiency.

like, what is this? You know, from the advertising side, we call that the scent of the ad, is what they're seeing in the ad when they click to go to the website. Does it look the same? Does it sound the same? Does it feel the same? If it isn't, there's a disconnect and you're just wasting money. So your content needs to directly align with the feeling, the emotion, the purpose that your business is trying to portray.