Humanising Campaigns

Marketers Should Be Aiming for 'Return on Emotions' Rather Than Simply Return on Investment, Says Serviceplan's Moe Jawhar

- Moe Jawhar

We live in a world where the C suite want proof of campaign effectiveness with numbers, clicks, sales, impressions, test drives, footfall, you name it. If you work in marketing or advertising, before getting anything signed off you probably need to show a feasibility study, return on investment (ROI) and so on. While this is necessary, it should not be at the detriment of focusing on the bigger picture; in some cases, you need to let ROI take a back seat and prioritise your focus on the ROE – return on emotions.

We know that changing opinions is hard, and almost impossible in some cases, because our task is not a marketing dilemma; it’s a human dilemma. But there’s a lot we can learn if we simply look at behaviours rather than numbers. In the words of US investor and philanthropist Charlie Munger, “If economics isn’t behavioural, I don’t know what the hell is.”