How Consumers Interact with Brands Signals Need for Personalization

It comes as no surprise to any that consumers and brands have an intimate relationship—we all interact daily, sometimes obviously, sometimes less so, often more times than most would assume. Between paid and organic social media posts, digital ads, billboards, tv, radio, in person, you name it, brands are a fully ingrained character in consumer lives. So it raised the question, how many of these brands do consumers embrace?

New research shows consumers are selective of brands they love

Our new research shows that about half of consumers say that they love only between one and five brands. That showcases some incredible competition. Not only do you have your own industry’s competitors to compete for the hearts of your consumers, but you also must compete with all brands, if you wish to become one of the top five. 

And as we’ve learned through our research, consumers fall in love with brands for a variety of reasons, but among the top echelon of factors going into adoration is the quality of products, brand communications and customer experience. 

The number one reason to love a brand was superior quality, which was selected as the top choice by 30% of consumers. Nineteen percent of consumers say that excellent communication is their number one value for loving a brand and 11% of consumers say a positive buying experience is their number one. That’s 30% of consumers looking for a positive brand experience. Certainly not something to avoid. 

So how can brands make a positive impact on your brand experience? Personalization. 

Personalization is one of the best ways to improve your customer experience. But it often feels like an impossible task. This is why we’ve built a framework to guide your personalization efforts based on the six W’s we all learned in grade school: who, what, where, when, why, and how. 

By answering these simple questions about each of your campaigns and communications, you will be able to provide personalized messaging to each of your customers instead of sending out simply one broadcast message. Here’s how:

  • Why: the driving factor of your campaign, why are you sending it out? What are you hoping to accomplish?
  • Who: the audiences you are sending it to
  • What: the content and copy of the campaign that relates to each audience
  • When: the preferred time each customer is most likely to respond well to a campaign
  • Where: the preferred channel each customer is most likely to respond well to a campaign
  • How (often): the frequency of which customers prefer to receive communications

By following this simple framework, you will give your brand the best possible chance of becoming one of those top five brands in customers’ hearts. To learn more, watch our webinar in sponsorship with AMA on our recent research on customer interactions with brands, as well as more on our personalization framework.

 

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