Like the mythical double-headed serpent, advertising is in a process of rebirth. This can be attributed to an overcrowded internet, hell-bent on engagement, and a resurrection of creative advertising focused on long-term brand building.
For all of the decision-making benefits big data may provide, a message with a strong emotional connection is still the best solution.
As demonstrated in the recent presidential election, a simple statement that created an emotional connection with millions of voters undid big data analysis. You may be asking how did this happen and how was it misdiagnosed?
Why the human factor is so important in the automated customer service process.
For all of the resources that companies are pouring into automating the customer’s journey, many are falling woefully behind in training their frontline personnel in the automated customer service process.
Automating back office customer service functions is nothing new. Companies are obsessed with efficiency, implementing automated customer service systems, and reducing head count as a way to increase efficiency and reduce cost.
The internet is the undisputed king when it comes to assisting us in researching and identifying items we are interested in or want to purchase immediately.
This can be attributed to the basic architecture of internet search. Keywords drive search. Therefore, when we enter a search query, in return we get thousands of potential websites that may or may not provide the immediate gratification of finding the items we are searching for.
Social media content can influence business-to-business purchasing decisions
Up to 70% of prospects entering the sales funnel have already conducted online research and have formed a perception of the brand based on social media content. Because of this, if the brand is not participating in social media, it’s at a disadvantage.
Airlines are experimenting with mobile marketing strategies to engage and connect with their customer base.
The State of Airline Marketing 2014 report published by SimpliFlying and airlinetrends.com identifies seven trends that airlines are exploring to increase brand preference and customer engagement. It’s not surprising that the tactical execution of these trends rely heavily on the connectivity of mobile marketing using social media networks and mobile devices (smart phones & tablets) combined with promotion. Some of the trends mentioned have merit. Others could be considered annoying in a confined space. One thing for sure is that airlines are beginning to understand the connected traveler and are looking for innovative ways to create brand loyalty.
The customer’s emotional connection to a brand’s reputation reflects their values and beliefs
It has been documented by several top-flight management consulting firms that B-to-B brands can achieve brand loyalty by providing positive experiences across multiple touchpoints. While I agree with this statement, it fails to take into account the customer’s emotional connection with the brand’s reputation. Their emotional connection is the real estate between the customer’s ears. Owning this can be a competitive advantage because it makes the competition work harder and invest more to be considered in the evaluation segment of the considered purchase process.
Visceral experiences create emotional connections to brands.
It was the bucket list ride. 2,200 miles in all, beginning with a ride to Big Bend National Park and culminating with the North Texas Norton Owners Association rally in the Texas hill country. That much seat and think time allows for serious contemplation such as brand loyalty -– how to create it and how to keep it.
Daily we are subjected to a constant barrage of marketing messages. From text messages for discounts from our favorite yogurt establishment, to emails from strangers, to online advertising featuring talking Geckos backed by Berkshire Hathaway’s unlimited media budget. It seems that there are neither limits nor boundaries that marketers will not exceed to try to get our attention.