“...I feel like we have a real connection, let’s take this to the next level...”
Typically this line is recited when two people are trying to gauge the level of their relationship, but this dialogue also occurs between a consumer and a brand. Are brands doing enough to maintain or establish a relationship with their audience? If brands aren't doing this, where should they be engaging their customer and at what points of the customer journey should they doing so? Business 2 Community provides some unique insight for the laggers out there.
Whose wearing the pants in the relationship?
The relationship between the consumer and the brand has switched over the years. In previous years, the brand owned the relationship and the message, whereas now the consumer holds that power. With the rise of digital and social platforms and the way that consumers research and interact has changed, it has changed the way marketers engage with their audience. Some questions brands should asks themselves are, "what platforms are my audience using and what content should I be distributing on these platforms?"
So, do you come here often?
Social media has become the catalyst between the consumer and the brand and whether or not they will purchase. Before purchasing a product or service online, consumers do a lot of the research on social platforms like Facebook, Twitter and Instagram, to gauge whether or not the purchase will be beneficial to them. Business 2 Community reports from Brightcove that, “46% of consumers made a purchase as a result of watching a brand video on a social network." Watching these videos and reading reviews have an impact on consumer purchasing decisions. This an opportunity for brands to capitalize on engaging consumers at this point of the customer journey. Marketers need to be more aware of the value in consumer micro-moments to provide the right content to drive conversion.
If it's not all about me, we're over.
Moving forward, brands need to be more audience-centric because ultimately, the consumer decides whether or not they are committed to the brand relationship. In this article, Business 2 Community points out an example of how L’Oreal adjusted their strategy to be more audience-centric.
L'Oreal utilized their research on consumer data and insights to identify where their audience was online and what their audience was interested or talking about on those platforms. The brand discovered that a significant segment of their audience was engaged on YouTube, watching and interacting with beauty vloggers and influencers. After discovering this information and creating a more targeted, online approach, L'Oreal created 61 videos for 39 different countries to get in front of this audience. The implementation of this strategy helped L'Oreal become the most watched beauty brand on YouTube in 2016. Looks like L'Oreal is going all the way with their customers ;). Being agile in the marketplace and doing your research pays off.
It’s all about being at the right place, at the right time with the right content.