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Connecting in a highly connected world


By Rhonda Basler | March 26, 2015 | Engage Customers

As consumers, we receive over 5,000 marketing messages a day. These messages bombard us through an array of channels, and consumers have become really good at tuning out phony messages. So how do companies cut through the clutter and really connect with their customers?

Emotion Moves the Brain to a Decision 3,000 Times Faster
On September 13, I presented a Hallmark Business Connections webinar titled “Connecting in a Highly Connected World: Evoking positive emotion among consumers in an age of near constant marketing.” This webinar discusses how to connect emotionally through various direct marketing channels. Emotion has been found to move the human brain toward a decision 3,000 times faster than a rational thought process. Emotion not only cuts through the clutter, it also builds brand loyalty.

Getting a consumer’s attention, and ultimately winning their loyalty, depends upon our ability as marketers to demonstrate four essential pillars of emotional integrity:

  1. Authenticity– Demonstrate sincerity to the consumer’s life in your message.
  2. Transparency– Be willing to give all the relevant information they can use to decide whether or not to do business with you.
  3. Honest Value– Clearly demonstrate that the product or service you’re offering is worth the price.
  4. Genuine Interest– Show them care what they think by soliciting their feedback and keeping the lines of communication open between transactions.

Only 37% of Companies Gather Channel Preference*
One emotional element that is vital to creating a positive brand experience is knowing your customers’ preference for the channels in which they prefer to receive and send communications. The right integration of the following channels is vital. Here are some examples:

    • E-mail – Provides excellent ROI (for every $1 invested, average return of $43**). E-mail is also easy to target, test, measure and adjust.
    • Direct Mail – Can be personalized, unique, targeted and effective. Returns an average of $12.57 for every $1 invested.**
    • Social Media – For many consumers, social media is their choice for communicating their most emotional needs with companies: good, bad and ugly. Social media provides the opportunity for businesses to put themselves in an emotionally positive light by doing right by people, right on the spot.

How To Get Consumers to Want to Interact With Your Brand
Make your company an emotionally positive presence in the lives of your customers and prospects, and they will welcome interaction with your brand. (That sure beats having to fight for their attention.) Here’s a quick summary of what’s covered in the webinar.

    • Understand customers by doing our homework
    • Communicate with them through their preferred channel
    • How to get their attention by demonstrating authenticity, transparency, honest value and genuine interest.

*FORRESTER/EXACT TARGET
**DIRECT MARKETING ASSOCIATION

For more information, take a look at our strategies, process, and resources associated with Customer Engagement Programs.

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