How consumers feel about your brand has far more impact than what they think about it. The vast majority of purchasing decisions—95%, according to Harvard business professor Gerald Zaltman—are made on the basis of emotions, not logic. That’s why you need to build an emotional connection between your company and your consumers.
Marketing teams who only market to the masses without using targeted personalization lose out on such connections. Instead of putting relationships and the customer experience first, they broadcast promotional marketing monologues, which over time is off-putting and teaches consumers that advertising can—and should—be ignored.
On the other hand, marketers who think of the consumer as, above all, an individual use strategies that build relationships. These brands are the ones that provide meaningful, authentic, and overall better communications with consumers.
When a brand truly connects with its customers, people don’t just buy the product or service, they share experiences with the brand that they identify with on a deeply emotional level. TOMS donates a pair of shoes or glasses for every pair purchase; Trader Joe’s brings adventure to shopping for food. When consumers connect to a brand like this, they not only become repeat buyers, but they also advocate for—and even defend—the brand in personal conversations and on social media.
Authentically connecting with consumers on a personal level builds the trust that lets your consumers believe in your brand. Creating real human moments with consumers nurtures lifelong brand advocates.
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