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E-books in 5 steps: the key to digital success
The way we consume different kinds of content has undergone a significant transformation.
Disney made it very clear in Inside out). However, you should know that Blue Monday was actually a marketing campaign that expired a long time ago and, if you use (badly) this day in your 2022 strategy, you will start on the wrong foot.
What has not been spread with enough effort is that, actually, the psychologist did not carry out this "study" on behalf of the educational institution and that, of course, the formula to clear the mystery of Blue Monday has no scientific basis. The reality is that the advertising agency Porter Novelli hired the researcher to carry out an advertising campaign for their client Sky Travel, a travel agency. Thus, Blue Monday was the result of a creative marketing campaign presented as a scientific study, which, needless to say, was a success to the point of being replicated for years and most of the time settled as a truth. The fact is that Blue Monday does not exist, nor is it possible to calculate it.
The goal of the Blue Monday campaign was to overcome the low sales that characterize this month and demonstrate that buying travel was the antidote to sadness. However, 17 years have passed, marketing has evolved along with buying habits and, today, the worst thing an advertising agency can do for its campaigns is to use disinformation or misleading information.
The Sky Travel campaign teaches us the power of using emotions in marketing, but it also teaches us how not to do it. In 2022, marketing professionals are clear that brand values, transparency and truthful information must accompany any advertising strategy. And emotions must be appealed with personalized experiences or positive messages that encourage healthy actions in society.
The way we consume different kinds of content has undergone a significant transformation.