Nostalgia as a Marketing Hook

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Nostalgia as a Marketing Hook

From the ’90s fashion to Harry Potter references to Gameboy, all these remind us of one thing — the past. But that’s not the end crux of it; rather it makes us nostalgic of the “good ol’ days”. 

So where does that lead us in the marketing world? Easy. Many digital marketing services have realised that nostalgia sells, especially among the younger generation. In fact, it’s been so widely used that it has a term used to describe it: nostalgia marketing. 

This brings us to the question: What is nostalgia marketing or what does it mean to use nostalgia as a marketing tool? In simple terms, nostalgia is the feeling of yearning for something that you experienced or possessed in the past that you no longer can. This brings us to the second half of the question. To use it as a marketing tool is to show people that they can relive that nostalgia by purchasing this product or service. The idea is to strike a balance between offering the consumer something that already know about while also making sure that it is relevant in today’s time.

Why is Nostalgia Used as a Marketing Hook?

Nostalgia by definition evokes a feeling of comfort and happiness. In other words, it reinforces the bond we had with the things in the past. For this very reason, a good online digital marketing company taps into this nostalgic feeling to remind people of the past in order to sell products and services. 

Given how busy people are with their lives, a small blast from the past is enough to make us happy. And so, a top online digital marketing company will often monetize it. Not only does the nostalgic feeling evoke a happy memory, it also in some ways makes one feel nostalgic and more connected to the past. 

So the idea isn’t just to evoke nostalgia, it’s also to show how happy and better the past was. This paired with the new product that a digital marketing company is selling creates a sense of bringing back a piece of the past. 

Who Does the Nostalgia Hook Target?

This increasing trend of nostalgia or the retro has become increasingly popular thanks to Tik Tok that emerged as a crux for the younger generation to create content related to the past. From fashion to pop culture, there has been an undeniable surge in the way companies are reprising old trends and products. 

As mentioned before, nostalgia acts as a reminder of the past. More often than not it aims to act as reminder of the happier times. This is why many online marketing companies will choose to specifically market it millennials. 

Why is that so? The answer is rather simple. Think about the people who are currently in the workforce and in ther 20s and 30s; they are millennials. Since they make up for the largest demographic of the workforce that also happens to be familiar with the digital world, they become the perfect customer to whom top marketing firms target. 

So, not only do they have access to the latest technology and trends in the market, they were a part of the nostalgia that doesn’t exist anymore. This in addition to the fact that millennials are in the workforce makes them easily influential in consuming the nostalgic hook. 

What Does the Future Hold for the Nostalgia Hook?

In the recent years, the nostalgia hook has become increasingly popular all over the world. Be it remake of an old show or a re-launch of a discontinued product or new products being launched with a nostalgic sensibility. 

While this trend will continue for some time, it will soon die down. However, you can see it popping up once in a while. Keep in mind that such a trend will never completely die down in the digital marekting world given how in a few years, all the things we use today will serve as nostalgia tomorrow. 

We hope this article helped you understand how an online digital marketing company uses nostalgia as a marketing hook. 

Such a marketing hook is subtle yet very powerful in dictating consumer behaviour. One of the biggest reasons why such a trend would never die or rather still hold relevance is because it aims at the consumer’s emotions. From people who actually experienced the trends or products in the past to the ones who missed out on it to the gen Z who is just discovering them. 

Toshiko’s Tip of the Day: Since the nostalgia hook has taken the marketing world by the storm, as a digital marketing agency, we suggest that you keep the nostalgia subtle rather than in-your-face. 

If you need assistance in marketing your brand, our team of dedicated professionals at Sol Digital will be happy to help. With several years of experience and even more happy customers, we are the one-stop for all your marketing needs.

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