More brand person interaction (yes, we know. We don’t need to say it).
It really is the time when outward-in marketing is expected. We think interaction with brands has come to the floor due to the fact we interact less with people in-person so we look for brands to be more human.
Creating conversations between your brand and your customers will lead to greater advocacy and spend. The trick to winning is stop just speaking and start to really listen, acknowledge and act.
Social media is the place where your customers can express themselves and be accepted—encourage people to interact with the brand, discover their desires and needs then deliver what they are looking for. Building a brand tribe is vital in growing and sustaining brand value.
Stand for Something!
People don’t buy what you do; they buy why you do it. Be proud of your purpose, in fact, we encourage you to shout it from the hilltops. As a brand you are far more attractive to consumers if you stand for a purpose, consumers now want to know why they are spending their money with you, they want to know what you will do with that money. It is no longer about using a brand to purchase a product from.
The people of your target audience don’t simply want to find the best product or service for their needs. They want to know why you’re offering that product, what cause(s) you’re supporting and how the funds they spend with you will be spent or invested. This trend is a hybrid, born of a genuine concern for the state of the world, as well as a need for new criteria in the decision-making process.
Create an Experience
The customer buying cycle used to be product-exchange-cash-ownership, now it is need/desire-compare-product-experience-purchase. The experience makes the difference between winning and losing; the experience can be anything from a Facebook video to a personal live experience/encounter with a brand. (read our piece on experience here)
There’s a growing need for brands to have a solid grasp of customer psychology and how it attracts people. Emotional messaging has been around for years, but now it is also important to mix equally with rational messaging. Brands have to understand the rational reasons customers choose their product and in equal measures understand the emotional reasons customers choose them. It’s mad not to use psychology in marketing.
We will all watch with interest as this year unfolds, we hate to use the B word (Brexit) or even the T word (Trump) but brands will have to be aware of political and cultural changes and avoid or align to stay ahead of the game this year.