Brand In-Hand Part Two: Building Personal Relationships Between Business & People
Updated: Jan 3
The lines concerning customer engagement are blurred as multiple platform message delivery evolves. Consumers expect uniform and on-demand experiences across all forms of communication, regardless of the complexity involved in delivering specific forms of messages. Experience is the key word here.
Every piece of information sent from businesses to consumers’ need to encompass interactive details preemptively answering all the questions consumers have. Nearly 80% of consumers say that the communication experience that a brand provides is as important as their actual products or services, according to the Salesforce State of the Connected Customer. So, what does this mean for brands? How does a business develop the relationship it needs to create customer engagement, and consumer loyalty?
3 Ways to Give Them What They Want
People want a connection with their chosen brands. They want to feel like the brand “knows” them. Learn what they like, what they don’t, and only send them information that relates to them on every level: location, interest, buying history, demographic, and more. Tall order to fill, eh? It is a juice that is well worth the squeeze. 75% of consumers state they will go with a brand they connect with over a competitor, and 57% of consumers choose brands that they feel relate to their personal lives (Sprout). The results are there, but the key is finding the right way to collect this information, and then implement the data to produce consistent marketing.
Mobile marketing is the perfect tool to create personalized engagement. People always have their phones on them, and you would be hard-pressed to find a person who doesn’t actively look at it at least once an hour. Consumers will download apps of brands they enjoy or have an interest in, but what happens after that? How does the brand get the user to actively engage with them? The answer to this can be sorted into three categories: location, messages, and profiles.
1. Messages Create Solid Retention Rates
It all starts with the message a brand sends. There should be enough entertainment value to visually captivate them. Graphics, GIFs, videos, and even audio are great ways to do this. If you design a creative that is impactful, as well as on brand with your image – you will leave a lasting impression or memory with a consumer. This is specifically useful when you apply the use of interactive options with your message. Loop a mobile message with a clickable link back to a website for efficient purchasing or send consumers the details for a promotion they can utilize in store. Deliver relevancy in your messages, and a connection will occur.
2. Location Drives a More Relevant Relationship
You won’t find many consumers who are excited to hear from brands as they get ready for work, or as they get into bed. Location is everything. Geofencing specific locations that pertain to a brand, and then sending dynamic messages when they enter those areas gives consumers an added incentive to engage with a brand, because it fits where they are, and what they want.
3. User Profiles Allow Segmented Engagement for Higher Conversions
Having a developed ICP (ideal customer profile) isn’t enough to create conversions. Segmenting mobile marketing campaigns based on this information is essential. This is the personalizing factor that consumers notice. Find what type of customer your brand has the most success with and hit them with the location-based messages discussed to create the foundation for a long-lasting business to consumer relationship.
When the three of these factors are put together, it’s a recipe for mobile marketing success. The consumers most interested in what a brand has to offer receive entertaining and informative at a time and place that is most useful to them personally – this is the experience consumers want for extended consumer loyalty.
The points discussed were once something that brands handled through multiple different marketing services. Using more than one service runs a risk of mistakes, inefficiency, and lack of results. A single source solution is always the way to go. BoardActive offers this solution with Visualmatic™. A service that provides location-based messages, ROI/conversion measurements, and segmentation options is a surefire way to gain the traction a brand needs for effective business to people communication. A free trial is available now to showcase the results this solution offers. Contact them here.
Up next an expansion on the single source solution ideal, and how the dream can become a brand’s marketing reality. Stay tuned.