Sharing important research that helped him write his new book Lifescale: How to Live a More Creative, Productive and Happy Life, Brian Solis offers “4 Ways to ‘Lifescale’ Your Brand” in an insightful piece on the CMO platform.
The piece is centered around ways to deliver value from the point of view of the customer’s experience. He found a few places to start in order to rise above the noise and make a positive impression on distracted customers.
#1 is “Use Data To Deliver Customer Value.” He explains, “Data is a critical way of connecting with consumers, especially to fuel personalization. In fact, 67% of consumers said it’s important for brands to automatically adjust content based on their current context. When it’s not, it’s among a handful of reasons why 66% said they wouldn’t make a purchase. . In the customer’s journey, touch points become trust points, creating an opportunity to show empathy, build trust, deliver value, and enhance the journey.
#2 is “Be Engaging.” Solis writes, “In a world of constant digital distraction, most consumers are learning to tune out or cut down the flow of advertisements and marketing content. Forty-seven percent of consumers are blocking ads, according to the GlobalWebIndex. So for brands, the old ways of telling their stories and selling products no longer cut it. Content marketing generates three times as many leads as search advertising today. Long-form pieces, videos, and listicles are common in nearly every consumer’s media diet, so engaging in the creative content space is a must for brands.”
#3 is “Create An Emotional Connection.” He says, “Trends in advertising and marketing tones change constantly, but positive, emotional messages are always a meaningful form of engagement. Studies have shown that consumers link the tone of an advertisement with their perception of the brand’s tone overall.”
His fourth point is “Encourage Sharing.” He shares: “One of the single most underutilized marketing channels is word-of-mouth marketing. Research shows consumers are more likely to trust recommendations from family and friends over traditional advertising, yet many brands are still unsure of the best way to tap into this resource. Creating ad campaigns that encourage users to either create their own content or share your brand’s content is an easy, effective way to stand out from the crowd.”
Solis concludes: “The brands that are bound to make the best impressions are the ones with their fingers on the pulse of the moment. Staying on top of what consumers want is the only way to break through the wall of constant distraction surrounding so many people today.”
Read the entire article here: https://cmo.adobe.com/content/cmo/us/en/articles/2019/10/4-ways-to–lifescale–your-brand.html#gs.bmd614