Digital & Traditional: Marketing That Feeds Nostalgia

Big data can be used to target and address specific customers. While some can use well-composed data to distribute coupons to customers, other can use understandings of a client base to predict purchasing trends.

Consumers search for services and products, ventured through brick-and-mortar and digital spaces to find a product that speaks to them. Often, they’re interested in goods and services that speak back. They’re invested in the discovery of items that tap into the political interests, as well as their thirst for nostalgia.

According to Journal of Consumer Research, “that people who were asked to think about the past were willing to pay more for products than those who have been invited to think about new or future memories; another experiment showed an increased willingness to give more money to others after recalling a nostalgic event.” It’s for this reason that it’s easy for Coca-Cola, Calvin Klein, and other 90’s-reaching campaigns to draw Millennials.

They can achieve this by telling powerful cross-media stories, by modernizing ideas reserved in the minds of consumers since youth. Interactive billboards, unbranded memes, and short films, as well as other shared platforms, can all be used to help tell these stories.

Dated forms of storytelling haven’t been razed to the ground or laid to waste. Instead, they’ve been updated, they been polished, and placed on screens to draw influential purchasers.