What Every Brand Can Learn From This Holy Grail
While brands strive to create meaning relationships and interactions with customers, customers are becoming desensitised to the influx of marketing messages they see daily.
As brands discover that consumers are being overloaded with information, it's critical for them to focus on more personalised interactions, and re-establish more meaningful connections.
So, it's time to say goodbye to sales pitches and tactics, and make way for the element of personalisation.
90 percent of Forbes global 500 executives believe that improving customer experience is key to 2017 strategy, and 73 percent of global marketers believe they must deliver a personalized experience to be successful.
The success of Coca-Cola’s ‘Share a Coke’ campaign proved that people can’t get enough of the age of personalisation.
Here’s how it will change your business.
- Personalisation can change the way people feel about you
When you’re getting to know someone, and making the conversation relevant, a person will most likely have a favourable impression of you. This is brand personalisation.
According to OneSpot, 87% of consumers say personally-relevant branded content and products positively influence how they feel towards a brand.
Brands need to play an active role in a consumer’s life; to not only be flexible to each individual, but to promise and encourage inspiration, uniqueness and individuality.
When the job is done, and done well, consumers will recognise these efforts. 72% of consumers are more likely to believe the brand, itself, is relevant, while 60% of consumers feel a stronger connection with the brand as a result of personalisation.
- The power of emotion is a force to be reckoned with
We want our customers to feel important, as much as we do, ourselves – right?
For years, marketers have used this age-old tactic to lure us into thinking we’re special. This year, we’re talking beyond ensuring the consumer receives the right message at the right time. Brand powerhouses make sure consumers are in the right frame of mind by tapping into every follicle of emotion.
Brands have turned the basic concept of packaging into something unique, emotional and customised; automatically increasing the value of their products, and heightening its impact on the core demographic.
For businesses, packaging represents the most direct touch point, and emotional connection with the customer. Figuratively, customer’s will pay $10 for a personalised product. According to Dotcom Distribution, 52 percent of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging.
They want to feel excited, delighted, and noticed. It will be the driving force behind your brand this year.
When people like you, they’ll make sure others do too.
When everything that you’re doing is personal, people are more likely to share their experience with your brand on their personal pages (Facebook, Instagram, Snapchat, etc) When you convince the customer that you’ve built packaging that is specifically produced for them, people indulge in the ‘just for you’ sensation.
Brands are dominating the social media space. Even though you cannot physically control how consumers are sharing your brand, social-sharing is all about free promotion; opening profitable avenues of increase web traffic and brand awareness.
The more personalised your communications are with the end-user, the better and stronger an impression will be.