The COVID-19 pandemic, which has led to the implementation of Social Distancing, has significantly influenced consumer behavior, pushing them to increasingly rely on online media for daily activities such as following news, enjoying entertainment, and shopping online.

"Happy Marketing through entertainment platforms is becoming highly popular among marketers.

Mahidol University International College (CMMU) has revealed research findings titled "How to Hook": Techniques to Captivate Digital Age Customers. The study found that marketing through "Happy Marketing" via various entertainment platforms is gaining traction as a way to engage consumers, particularly in light of content consumption behaviors during the COVID-19 pandemic.

According to market research involving 1,035 consumers across Gen Y, Gen X, Baby Boomers, and Gen Z, the top three online activities these consumers frequently engage in are following news at 36%, communicating at 20%, and watching movies at 16%. Notably, Facebook is the most preferred platform for news consumption due to its diverse information, convenience, and timely updates, followed by Twitter and Line.

"Happy Marketing" through entertainment platforms is increasingly favored by marketers, including TikTok, Netflix, YouTube, Joox, and Spotify. Popular series include Crash Landing on You, Kingdom, and Game of Thrones, as well as games like ROV, HAYDAY, and LINE GAME.

Research results also indicate that advertisements that can effectively engage consumers until the end must contain entertaining content, with 83% of respondents preferring humorous content, followed by 78% favoring exciting and engaging content, and 25% preferring content featuring their favorite actors.

The top three content formats that attract consumers the most are images at 58%, as they are eye-catching, easy to digest, and time-efficient. Gen Y and Gen Z tend to stop for beautiful images or those reflecting their lifestyle, while Gen X and Baby Boomers are drawn to images with impactful text. Videos account for 29%, with humorous and entertaining content being the most popular, followed by concise and engaging short videos and interesting cover videos. Text makes up 13%, where effective text must be concise, impactful, and eye-catching, focusing on key issues or important information.

Therefore, the "How to Hook" research team has proposed the 4E Squared Strategy that marketers or entrepreneurs can adapt for online marketing to maximize brand benefits. The 4E Squared Strategy consists of:

4E to Capture Consumer Attention

  • Easy - Create content that is easy to understand and concise.
  • Engagement - Attract attention by creating lifestyle-oriented content with images or videos that resonate emotionally, encouraging participation.
  • Exclusive - Present content tailored to the target audience to evoke a sense of exclusivity.
  • Experience - Create unique content that provides consumers with a positive brand experience.

4E to Build Consumer Loyalty towards the brand includes:

  • Easy - Brands must ensure easy access for consumers, providing convenience and connecting all their needs.
  • Engagement - Foster relationships and customer participation with the brand as much as possible, such as through special activities.
  • Exclusive - Offer more than customers expect through personalized products and services.
  • Experience - Create valuable and unique experiences for customers, such as loyalty programs.

The research also reveals that brand shifts can always occur online. Therefore, marketers or entrepreneurs must prioritize brand building to prevent consumer indecision by consistently creating differentiation, clearly expressing brand positioning, and ensuring quality across all aspects.

Thank you for the information from Mahidol University International College (CMMU)