“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.”