“No live organism can continue for long to exist sanely under conditions of absolute reality.”—Shirley Jackson, The Haunting of Hill House
This quote, which is taken from one of the most celebrated horror stories ever written, clearly explains the human relationship with escapism, or the desire to be distracted from the problems of everyday life. When life becomes difficult—as it especially is today with the ongoing pandemic—people will indulge in their own kinds of escapism.
Does the popularity of escapism have any real business value? Actually, it does. The need and demand for a good escape into a fantastical world where anything is possible has opened up new opportunities for marketers to establish their brands as heroes.
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Achieving escapism: Opening the doors to a fantasy world
Just like there are many tiers of fantasy, there are multiple ways to take advantage of escapism in your marketing.
Escaping with humor: Adobe Marketing Cloud
Humor is the best medicine for the blues, and this is why Adobe Marketing Cloud’s advertisement “Click, Baby, Click” was so successful. The ad shows a completely impossible situation—a company making business decisions based on a high number of clicks, yet it has no idea that all those clicks are coming from a baby.
The humorous ad presents a real scenario marketers and businesses experience every day, but in such a manner that instead of causing distress, the target audience smiles and understands the problem and solution at hand.
Adding a touch of humor, whether it be in your web content or in an ad, is a way to encourage your audience to escape reality, and it makes the solution-seeking process a lot more entertaining. This is why opting for humor when interacting with customers can help you make a positive connection.