Currently, there are many options for establishing long-term relationships with consumers.
The rebirth of the consumer brand is one of many changes that took place this year after the COVID pandemic. And while marketers are learning to live with smaller budgets and a leaner workforce, there is still an opportunity to develop new strategies and tactics behind consumer engagement.
“We are at an exciting point where companies today are creating opportunities to use data to shape their vision,” said Derek Gominger, director of Lenovo MarTech. “[Companies] can connect better with customers, giving us the opportunity to expand our business and get closer to our customers.”
Use content to get involved
Personalization remains at the heart of the content strategy for interacting with consumers and should be used to provide product information or solutions to consumer problems or to build a brand or user community. This type of content must be used to reach the consumer’s interest. “Connect with authenticity and elegance,”. “Sometimes brands get carried away by what they are not.”
The direct involvement of digital brands distinguishes Generation Z and Generation Y from other demographic groups, as more than half shop exclusively online and use only their smartphones.
Despite the need for personalization, growing privacy regulations, such as AVG in the European Union and CCPA in the state of California, are making it increasingly difficult to collect and respect consumers’ personal information.
“People are tired of companies that use and abuse data,” said Stephen Zakur, CEO of SoloSegment, MarTech. “It is your current and potential customers who are angry at the way companies deal with data.”
Although there is no information, Zakur advises marketers not to bow to consumer problems, such as e-mail or unsolicited phone calls. Instead, he recommends managing content that meets the immediate needs of consumers, identifying their responses in real-time, and then activating a consumer content strategy that cannot be retrieved from the data.
“People hiding in the dark (without personal information) will become a growing problem, whether you’re a B2B or B2C company,” said Zakur.
Simplify to build customer loyalty
Marketers today see consumers as screenshots that could be taken for the internet and cell phones of any brand or store that offers the best deals. Brand loyalty must disappear. In response, companies have expanded their position in the hope that the more interaction and information they provide, the more likely they are to be distracted and unfaithful. But for many consumers, the growing number of marketing messages is not powerful, but overwhelming. Instead of attracting customers, marketers frighten them with relentless and poorly executed engagement efforts.
This is an important finding from executive committee surveys among more than 7,000 consumers and from interviews with hundreds of marketing managers and other experts around the world (see the “sidebar” for more information). Our research has focused on what makes consumers “difficult” in the sense that they are likely to make a scheduled purchase, purchase, and recommend the product repeatedly. We observed the impact on the viscosity of more than 40 variables, including price, how customers view a brand, and how often consumers interact with the brand. By far, the only compliance factor was ‘simplicity of decision making, the ease with which consumers can gather reliable information about a product and evaluate their purchase options safely and efficiently. What consumers of marketers want is simplicity.
To make simple decisions
What does a marketing organization need to reach persistent consumers?
Our research has found that the decision-making index is the best tool to measure consumer engagement, the measure of how easy it is for consumers to gather and understand (or browse) brand information. How much they can rely on the information they trust. . and how quickly they can evaluate their options. The easier a brand makes a purchasing decision, the longer the decision period. The brands reached in our first quarter were 86% more likely than the previous quarter’s purchases by consumers who considered it. They would probably buy back 9% more and recommend 115% more.
Changing the direction of simplicity in decision-making and helping consumers confidently complete their purchases is a radical change, often requiring marketers to flex their new muscles and reconsider how to communicate with them. Some practical lessons can be learned from the brands that take the initiative.
To attract more and more attention from overworked consumers, their brands are finally starting to make unnecessarily confusing purchases. Creating a more efficient journey means limiting the number of information consumers need while staying safe after purchase. The most experienced brands get it by adapting to the way.
This approach is particularly strange to marketers, as the simpler and more challenging learning path of trust in many cases involves touchpoints that are beyond the direct control of the brand. What the consumer usually needs is not a surprisingly interactive experience on a micro-website, but a detailed exchange with users about the pros and cons of the product and how it fits into the consumer’s life.
Marketers face two practical challenges here. First, how can they determine where a particular consumer is while shopping and what information they need most? Second, how can they ensure that the consumers to whom they refer to third-party sources of information?
To answer the first question, top marketers use big data and advanced analytics to track consumer purchases. An electronics company collected data from four key sources: social media tracking, ad effectiveness, and campaign tracking information, click analysis, and individual consumer surveys to identify common buying opportunities. Study the maps that emerge from this to determine the amount of traffic on different roads, which roads create the most trust, the best touchpoints to convey messages, and where consumers lose or do not trust.
In the context of the simplicity of trust, ‘trust’ does not trust the brand; it’s about trusting the information gathered. Marketers often miss this point and try to activate trading tips that simply focus on the features and benefits of the product. Consumers also need information about the consul’s decision to make simple decisions
What does a marketing organization need to reach persistent consumers?
Our research has found that the best decision to measure consumer engagement is the ‘decision-making index’, a measure of how easy it is for consumers to gather and understand (or browse) brand information, how much information they need to trust and rely on. and how quickly they can evaluate their options. The easier a brand makes a purchasing decision, the longer the decision period. The brands reached in our first quarter were 86% more likely than the previous quarter’s purchases by consumers who considered it. They would probably buy back 9% more and recommend 115% more.
Changing the direction of simplicity in decision making and helping consumers shop with confidence is a major shift, often leading marketers to flex their new muscles and reconsider how they design their communications. Some practical lessons can be learned from the brands that take the initiative.
To attract more and more attention from overworked consumers, their brands are finally interesting