Caitlin Stanway-Williams
09.01.2020

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.

Flavilla Fongang

Flavilla Fongang, Creative Brand Strategist and Founder of creative agency 3 Colours Rule

Firstly, Flavilla recommends using what she calls aD.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.

Quick-wins-for-FB-ads

“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.” 

“Businesses that understand the purchasing behaviour and decision-making process of their prospects enhance their marketing performance”

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.”

personalisation

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”. 

Connect-AI

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.” 

Filter by Category:
Jergan Callebaut
The AI tool marketers are using to increase Facebook campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
Your images matter: five reasons why

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.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
What makes us click? Increase ad performance with content da...

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.

READ MORE
In Conversation with… Meagan Healey, Head of Content &...

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.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
Running a data-driven marketing team

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.

READ MORE
Facebook Ads A/B test guide

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.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

READ MORE
Three Mailchimp newsletter growth hacks

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. 

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
The three must-ask questions before a rebrand

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.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
Marketing 20:20: meet the Speakers

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

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
From idea to martech: combining psychology with AI for bette...

Igor Volzhanin, our CEO, explains what started Datasine, a martech platform combining psychology and AI for better customer experiences.

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

READ MORE
3 simple tips for building better Facebook Ads

Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI

READ MORE
Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

READ MORE
What’s the most important part of Facebook Ads? The creati...

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

READ MORE
MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

READ MORE
How to grow your brand using paid social

Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

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.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
Which Tokyo 2020 art poster does our AI say is the most enga...

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

READ MORE
The life of a Creative Director – in the age of data and A...

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.

READ MORE
The “integrators”: Why fusing creativity and data drives...

A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand

READ MORE