ELM to ROI

The Elaboration Likelihood Model explores how information is processed. It notes the central route and the peripheral route for engaging with persuasive communication. With the central route, the message is actively received and processed. With the peripheral route, messages are absorbed through cues like legitimacy and style. 

With marketing, there is an expectation of return-on-investment. If a brand is going to market and advertise, it must generate enough revenue based on that effort and to support that effort. To be successful, marketing campaigns need to be diverse. There is the balance between delighting your existing customers and attracting new ones. The same message does not always work for both audiences. Current customers may expect content with insider info and complex discussions related to a product/service. Someone new to a business may need an awareness-level pitch with a catchy slogan, compelling visuals, and nods to key differentiators.

Using this model, it is best to keep the message simple and direct when engaging with low elaboration individuals. For an audience further into the buyer’s journey, marketing can offer greater details. This is where printed work or longer-form content can be used to transition prospects to customers, or existing customers to brand loyalists. Using print can elaborate, while the peripheral route could be explored through audio and visual platforms.

With modern marketing tools and platforms, making a message personally relevant is easier than ever. This comes in handy when there is the option to target by psychographics and demographics. A Google or Meta advertisement can have tailored messages for segments of a business’ target audience. For example, an ad shown on a broadcast medium might look different than an online ad directed at people more industry or brand familiarity. Also, a retargeting ad can have more personalized content, exclusive deals, or deeper content marketing than ads offering broader brand awareness or consideration messages.

Social Media Ad - Retargeting Example

Not all people can be experts on all topics. For some decisions in people's lives, they must rely on accepting information through the peripheral route. Even in era when information about products and services is abundant, people are still susceptible to a well-crafted advertising campaign to at least spark an initial interest. Therefore, it is important for a marketing team to approach campaigns and strategies with a diverse set of tools to capture people at various stages of elaboration.