We are going through a massive digital and disruptive transformation in today’s society. It changes how we live, how we work, and how we consume information. In the marketing world, it is essential to capture your intended audience and influence them to buy your product. Over the past two decades, consumers have shifted their attention to doing everything online, causing a major transition for marketers to keep up with. In a world of constant posting and social media addicts, how does your brand break through the clutter of digital marketing? In order to reach a more digitally savvy consumer, it is critical to connect with them as stewards of your brands in a more meaningful and engaging way. Marketers cannot expect to be successful without strategically knowing what message they want to convey. For starters, a successful campaign stems from interactive ads, to educating on the benefits of your products and what makes your brand special and unique versus anything else out there. In order to reach a more digitally savvy consumer, it is critical to connect with them as stewards of your brands in a more meaningful and engaging way. Marketers cannot expect to be successful without strategically knowing what message they want to convey. For starters, a successful campaign stems from interactive ads, to educating on the benefits of your products and what makes your brand special and unique versus anything else out there.
In order to reach a more digitally savvy consumer, it is critical to connect with them as stewards of your brands in a more meaningful and engaging way. Marketers cannot expect to be successful without strategically knowing what message they want to convey. For starters, a successful campaign stems from interactive ads, to educating on the benefits of your products and what makes your brand special and unique versus anything else out there.Consumers are bombarded on a daily basis with marketing messages from their daily consumption of social media platforms, from Facebook, to Instagram, Snap chat, Twitter, and YouTube, and they are not necessarily connecting, reading, or navigating them. By conveying a message that addresses the needs of your target consumer, you can avoid being just another ad and communicate a meaningful, engaging message that will resonate with what your consumers are searching for.
The Power Behind Storytelling
To solidify your brand’s presence in today’s world, you must create a compelling story. The art of storytelling helps you stand out from the crowd, as stories are easier to remember than showcasing a massive amount of data that is not relevant and will not connect with them in an emotional way. Great storytelling can be as powerful as it can be, as it sticks in consumer’s hearts and minds in a way that numbers, graphs, and other statistics could never live up to. What makes storytelling a powerful driver in your marketing campaign is resonating and connecting your brand in the hearts and minds of consumers. As a result, this will drive consumers to react at a more emotional level while conveying what makes your brand stand out in a differentiated and ownable way. The approach towards telling a story in the digital spectrum is becoming more important for marketers as it helps lead the way of differentiating your brand from the crowd. Staying on top of the latest consumer trends while executing a compelling and unique story will make your brand message more relevant, and therefore, more powerful. One way to do this is by customizing your content to your target consumer. In order to get consumers to positively engage with your brand message, you must make your brand relatable to their specific needs. At the same time, the message has to be authentic to your brand’s values in order for your message to connect with your target consumer. Minor adjustments to your service, such as having a 24/7 chatroom on your brand’s website available, can create a better experience due to its intimacy and special catering to the consumer. When you start to do this, you will see how you build brand loyalty in the long term. Keep in mind that when a consumer looks at a brand and knows the exact story behind it, they will feel a stronger connection that will stick with them throughout the consumer journey.
Building Human Connections
Human connections are vital to how a brand connects in the hearts and minds of our consumers. The emotional connection can take place through stories, anecdotes, ideas, and even questions. No matter our role as marketers or people, we are all consumers; as consumers, when we find a brand that connects with us and shares the same values, it immediately grabs our attention and holds a place in our hearts. The same can happen with your communication strategy; when your brand message is appealing to your consumer, they will engage with it faster and even remember it for longer.
Establishing an emotional connection is not about responding to a conversation, but rather establishing a two-way dialogue between you and your brand vs the consumer. The ability to ignite a positive reaction with your target audience is what makes the content of your campaign messaging relatable, likeable, and more likely to be shared. When consumers can be personally involved in a campaign message, it creates an enjoyable experience that heightens their emotions and leaves a lasting impression about the brand. This will stir up a conversation, giving your brand more credibility and word-of-mouth. By implementing this format, you can position your brand in the market to directly reach your audience, all while increasing ad revenue.
A Campaign Gone Viral: A Good Thing?
Although your campaign might cause a sensation online, does this mean that your message has been an ultimate success with consumers? Not necessarily. I will share two instances of different campaigns that went viral- one failed, while the other one was a global success. Let’s take a look at Pepsi’s “Live for Now” campaign, which was an instant failure when it was released. This advertisement never made it to television in the U.S., but was viewed nearly 1.6 million times on YouTube within the first 48 hours it was posted. Pepsi’s day-over-day social mentions increased by 7,300% in one day, which one would think is incredible; however, the reason for the constant conversations was due to its mixed message about society and how we solve major humanity and racial issues. Their advertisement had millions of consumers talking, but for all of the wrong reasons.
However, there are brands out there that cause a global reaction with their emotional, impacting campaigns. For example, the #LikeAGirl movement was created by Always and received more than 85 million views on YouTube from 150+ countries. Its message of empowerment and strength in young women created such a viral reaction that 76% of the people who saw the campaign said that they no longer associate the phrase ‘like a girl’ in a negative fashion. Always’s brand equity showed a double-digit percentage increase during its run of #LikeAGirl, proving that many consumers were emotionally connected to the messages and developed a loyalty to the brand.
Although both of these campaigns relate in the sense of creating viral discussions throughout the world, there is a disconnect in the way they create an emotional impact on a consumer. A positive reaction versus a negative one can truly make or break a person in how they feel towards a brand and their overall loyalty to it.
So what exactly is our goal when we want to break through the clutter?
The two most important things we should be focused on when marketing our brand is having a consumer that is not only highly satisfied with our products, but that is emotionally connected as well. In fact, over 50% of an experience is based on our emotions, which makes sense as to why this should be a priority for marketers. Emotions shape the attitudes that drive our decisions and behaviors, therefore ensuring that we’re building a positive, emotional connection that will help build brand loyalty and strengthen our equity as a brand. When our emotional connection overpowers our choices, there will be no need to look for a replacement brand. By getting to the core of your consumers and learning what they feel, their thought process, how they buy things, and how they engage with other products and services, you can truly break through the clutter and reach your goals as a marketer.
To learn more on how Savvy Marketers can help you break through the clutter, please visit our website at www.savvy-marketers.com or call us at (609)-250-7001.