Time’s are a changin'. There are the obvious shifts, namely the move to WFH, now the primary workplace for over 40% of workers, and the move to online communications as a result.
Because of the limitations over the last 2 years, 51% prefer online shopping to 49% in-store.
Further to this, It’s becoming increasingly difficult to understand your customers. 35% use a private browsing mode and 41% deny cookies on a website - meaning your analytics and retargeting is less accurate than it was.
Have you taken the time lately to consider how your prospects' interactions have changed with your business over the last few years?
GWI’s recent report outlines the key ways people interact with a brand.
- Visited the brand website (56%)
- Read an email/newsletter from the brand (26%)
- Watched a video made by the brand (20%)
- Liked/followed a brand on a social network (19%)
- Visited a brands social network page (17%)
While these interactions may not seem too out-of-the-ordinary, it’s important to consider how you are communicating through these channels because what people are looking for is changing.
Here are the key contours:
- Consumers now want brands to be socially responsible (43%), and/or eco friendly (45%)
- Regarding advertising, consumers want: 1. Production information, 2. Entertainment and 3. Discounts or offers, in order of importance.
- Consumers want to be a part of a story more than ever - something that adds to their purpose and meaning. “Storytelling ignites emotions and generates empathy and understanding.It is also 35% more persuasive than communication that isn’t based on stories, such as product information.”
If you’re looking to revitalise your marketing after a few years of treading water, consider the following:
1. Take your prospects on a personalised journey through your website.
Still the key part of the marketing funnel, your website is the place to build a customer journey by leveraging different pages/part of your website to speak to the unique problem they’re facing and offer your resolution. Rather than positioning your landing page as the place to say everything about your brand, use it as a sales pitch to engage people with your brand, then direct them to relevant pages throughout your website.
2. Create lists or subsets within your customer database, to target customer problems more effectively.
Reconsider the idea of broadcast emails that go out to the entire database. Instead, plan communications that offer relevant insights and products to deliver more value to a smaller group of customers that will appreciate your nuance and relevance.
3. Break the mould for how to communicate through Video.
Video is the new normal with customers, with over 40% WFH. Consider how to produce a new take on an old message. Get creative with technology and think outside the box. A strong concept could be all you need to engage your next season of customers.
4. Stay engaged with your community on social networks.
While only a quarter of people think social media is good for society, it is still one of the main ways they interact with brands. Further to this, WFH has meant more opportunities to connect with others online. Rather than just ‘another way to say the same thing we’ve always said’ consider how to create meaningful connections with your customers in a social/relatable way.
Taking the time to adapt your marketing to today’s consumer does require effort - but it’s worth it. You’ve got a better chance of connecting with and converting customers when they can see you understand what’s important to them.
