what is it and how to apply it in marketing? – WAU
We can define semiotics as the study of different languages present in our daily lives. Among them, media, journalism and advertising – all of which are made up of specific signs. But what does this have to do with marketing? By understanding semiotics, we are able to get a better sense of the constant changes that have been occurring in relation to […]
We can define semiotics as the study of different languages present in our daily lives. Among them, media, journalism and advertising – all of which are made up of specific signs. But what does this have to do with the marketing?
By understanding semiotics, we are able to get a better sense of the constant changes that have been occurring in relation to the marketing system as a whole and the social mechanisms involved in this process.
Having a greater capacity to understand the meaning that is attributed to the messages we want to convey facilitates to create more effective strategies. And, with the great access to the information we have today, it is natural that a kind of bombardment will happen to the public in search of attention.
In this regard, it becomes even clearer the importance of understanding the elements that permeate the construction of an effective discourse and how to apply this in marketing to generate excellent results.
To help you understand a little more about this process, we have listed some items that show how the union between semiotics and marketing can be advantageous in building a winning strategy.
The study of interpretations
Using the example of a book, we can easily visualize the diversity of interpretations that a text Can generate.
Let’s suppose that a group of dozens of people has a preference for works of the literary novel genre and decided to buy the new publication from a renowned author of this style.
It is clear that, despite the initial common interest, the interpretation of meaning by each of these readers is different. This is basically explained by the life baggage of these people including social and cultural elements here.
Another factor pertinent to this interpretative analysis is to understand how common sense, that is, the opinion of the majority, ends up influencing the individual’s final position, being that he often leaves it above his personal conclusions.
Bringing this issue to marketing, the type of relationship that exists is basically the same. Any action in this direction will bring several variables regarding the public’s opinion.
Studying these interpretations is important since the segmentation of the strategy – especially in relation to directing efforts to attract the public that most identifies with your proposal – until you understand the details that make the sale happen.
Semiotics helps to make marketing uncomplicated with regard to understanding the meanings that are part of the actions to be taken.
Many companies manage to attract the attention of your persona. However, this is not reflected in the number of sales.
Understanding what the customer is interpreting for this final part of the process and what is driving it away from your product or service is important to identify and correct errors, making it possible to reverse the situation.
Every marketing action is a link formed by several stages. If one of them fails, you can put the entire strategy at risk.
So that this does not happen – or, if it happens, it can be solved more quickly – semiotics appears as a great ally.
As marketing is, in essence, a communicative process, and as semiotics allows a deeper analysis of the constitution of meaning, this facilitates the identification of possible failures that cause noise.
If we compare with the metrics, we can even define semiotics as an analysis tool with a more theoretical and also a deeper concept.
Therefore, it shows an excellent increase in the creation of efficient marketing strategies, being, even, fundamental to be more assertive in certain points.
The lifting of symbols
Colors, images, text format, chosen language … All of them are symbols that are part of the elaboration of several stages of marketing, ranging from visual identity to the running of campaigns in various media.
Choosing the right symbols is so important that a wrong decision in this sense can put the entire project at risk and generate a huge loss.
To conduct a survey that encompasses both the company’s proposal and the ability to reach the public, it is necessary to unite a series of strategies, all of which have specific operating elements.
However diverse the marketing actions may be, they have similar objectives which are:
- arouse public interest;
- and make him take positive action, which can be:
- a visit to your website;
- a like on your page;
- a preview of your video;
- a purchase of your product or service;
- among others.
However, despite a possible initial similarity, these actions differ by a number of factors, and semiotics helps to understand:
- the formation of the meanings existing in each one of them;
- how these variables arise;
- and what is the impact they have.
Bringing semiotics to a more market side, we can use it within the process mapping the competition to try to understand the position of other companies in your niche and better understand the meaning of their actions.
But how can this be an effect? To put it simply: using the main channels of these companies – such as the website and social networks – to analyze:
- the content presented by them;
- the effect it is having;
- and how it differs from the way you’re using these media.
There are still other possibilities to perform this action in a functional way.
In such a competitive market, having this capacity for understanding is essential to create a direction towards leadership in your area of expertise.
For this reason, relying on semiotics can be a differential to reach this denominator more easily.
A factor that contributes to highlight the importance of a semiotic analysis and how it constitutes a differentiated tool is that, despite its numerous benefits, its use is still little known by companies.
This allows us to say that it is a “secret weapon” and that the sooner it is used, the easier it is for your company to have strong digital strategies with a high impact.
The generation of value
Going far beyond the buying and selling process, value generation is the main element that most companies are looking for today.
Therefore, finding ways to provide a great experience for the public is essential to achieve this goal.
Considering this need, how can semiotics help us? It is simple: the definition of “positive experience” is merely an interpretive issue, with some elements contributing to most of the process, while others bring what is missing for the constitution of the final opinion.
That is why, Understanding what customers say is a good experience and how to use your products and services to generate value for them is important for success in this step.
In addition to the factors involved in the traditional business process, there are other possibilities to generate value, in which semiotics presents itself as an important element for the creation of an efficient interactive process.
Let’s consider the example of a company that uses its social networks, e-mail marketing and blog to make relevant content available to your customers.
The way to share this information depends on a series of analyzes on subjects of interest to the public and how to create content that adds value, which makes this action considered complex by many people.
Using semiotics in this search helps to find the best ways to give an appropriate meaning to what you want to expose and to bring it to people in a really different way.
This type of action helps not only to keep in touch with the client, but also to make him see you as an authority on his subject and to be attracted by his communicative process – which increases the chances of generating new sales and referrals.
Large-scale consumer satisfaction involves several variables and is something totally interpretive, which reinforces the importance of using semiotics to understand all the factors involved in this equation.
As much as there are some elements in common when leaving a customer satisfied, going beyond and understanding the details that go beyond the barrier of generic analysis allows to identify more quickly what causes satisfaction and how to increase it.
Finally, we can say that there is no way to understand 100% what each one thinks and what he will think of certain positions of the company in terms of marketing, but with the help of semiotics it is possible to have a better sense of the inherent meanings and how they are interpreted by the public.
Using a more scientific basis helps to avoid possible guesswork or superficial analyzes that are unable to measure results really efficiently.
Understanding the importance of this will help you to achieve the desired goals and to verify, in practice, the power that a semiotic analysis has to generate excellent numbers in your actions.
Do you want to discover the solutions that can not be missing in a marketing that brings high-level results? We prepare Some tips to help you develop successful strategies!