What does your audience want to see from your branding?
Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry
“When a business unlocks the innermost secrets of how and why people buy things, interesting patterns begin to emerge”
Knowing your audience and what they want to see from you is probably the most crucial thing when it comes to growing your brand.
That said, how many brands are actually nailing content their audience actually wants to see?
In a recent E-Commerce Times survey, a whopping 60% of digital marketing professionals said they were having difficulty reaching their target audience with messaging and content.
More alarmingly, a 2017 survey from The Drum, found that 78% of people feel brands never emotionally connect with them.
It’s pretty clear that there’s a disconnect here.
So, I spoke with Flavilla Fongang, Creative Brand Strategist and Founder of creative agency 3 Colours Rule, to find out how brands can better understand what their audience wants to see.
Firstly, Flavilla recommends using what she calls a “D.A.C. brand growth system” which focuses on three key principles: Distinguish, attract and convert.
“Knowing your customers is fundamental to the success of a business, but there is often not enough research undertaken and a lot of assumptions are made,” she says. “It’s crucial that, to avoid this, companies know and understand their customers. This means researching and interviewing current customers and prospects before creating messaging.
“Evaluating the competition and what might make their offer more appealing than yours is also key,” she adds. “Those reviews will help align your positioning with what the market needs. And then your marketing must articulate to the customers what problems your products/services will solve, and how they will allow them to reach their ultimate goal.”
Flavilla describes her approach as ‘neuromarketing’, meaning that she implements principles of neuroscience and focuses on “understanding consumer behaviour and what triggers our nervous system to take action A or B”. I ask how that approach can help brands understand their audience better.
“Generic email blasts to a huge list of people won’t cut it in 2020”
“Businesses that understand the purchasing behaviour and decision-making process of their prospects enhance their marketing performance,” she explains. “While every consumer is unique and each has a unique set of emotional associations, we can nonetheless make certain generalisations. When a business unlocks the innermost secrets of how and why people buy things, interesting patterns begin to emerge.”
This approach can help businesses with personalisation, a practice that hundreds of surveys and reports have found to be one of the key trends of 2020 (as well as ‘marketing word of the year’ in 2019, according to the US Association of National Advertisers).
I ask Flavilla how brands can strike a good balance of personalisation for their audience.
“Personalisation is a key part of customer experience, with intelligent use of data allowing marketers to create relevant and unique experiences that hold attention for longer (and generate loyalty in the long-run),” she explains. “It has to be more than just using your customer’s first name in your emails. Personalised marketing is a strategy of its own that you can integrate into your different types of marketing mediums, such as email, social media, and blogs, to generate better results.”
But she warns that effective personalisation “requires a great understanding and analysis of data related to your customers and prospects” in order “to craft marketing experiences that target specific types of customers with adapted and engaging content”.
As well as expecting personalisation to be a booming trend in 2020, she also predicts a surge of AI in the digital space, but notes that “customers will still want to relate to a company as automation continues to grow. Generic email blasts to a huge list of people won’t cut it in 2020”.
In the e-commerce space, Flavilla expects that the demand for social media shopping will also continue to increase. “With just the click of a button, you can go from scrolling on Instagram to completing a purchase,” she says. “This marketing trend is already taking the world by storm and businesses don’t want to fall behind.”
A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.
Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.
Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.
Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.
Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing
Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.
Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.
Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.
Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.
Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.
Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.
Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.
The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads
Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.
Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.
Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.
Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.
Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.
Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.
Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.
Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.
A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand
Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.
Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI
Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]
Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.
Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population
Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.
Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks.
While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives
Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler
I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.
We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.
Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts
Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.
Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]
How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.
Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.
Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.
Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.
Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.
Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.
Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.
Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.
AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.
We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time
In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.
A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.
Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.