A good marketer can hold a conversation. And a good conversationalist understands the art of reading a conversation and knowing where to go from there.
Brand messaging should be no different. It’s up to marketers to know how to effectively communicate to different segments within an audience.
A recent article posted to Adweek called for publishers and agencies to “shift focus from big data to big content.” Innovations in technology have provided marketers many exciting tools–with so many options, marketers have the luxury of being selective with choosing the right audience intelligence tools to encourage consumer conversation.
Having a good grasp on the elements of a successful content strategy will help you decide which tool is right for you. Below we have listed some of our favorite tactics along with the brands that have used them well. Take note and choose wisely in this digital Wild West!
1. Provide Immediate Value to Your Customer
Joints swollen? Juice with #turmeric, a natural anti-inflammatory: http://t.co/3qrYUMZa5f pic.twitter.com/aC8dj9PQXj
— SmartyPants Vitamins (@SmartyHealth) February 4, 2015
SmartyPants Vitamins was interested in growing their audience beyond the natural foodies and parents disguising vitamins as treats. The brand looked to big data to learn more about the nuances within their customer base and their aspirational audience. Using audience intelligence tools, SmartyPants discovered that a large segment of their audience was on-the-go and looking for ways to improve their health without logging long hours in the gym. With deep insights, the brand expanded campaign communications to offer healthy lunch options like the one above in order to cater to the grab-and-go customer. Brand messages should always bring value to the consumer. Depending on your campaign goals, craft messages so that they inform, educate and position your brand as a trustworthy source of information. Using insights into patterns of speech such as tone, phrases and topics, you can craft messaging that is interesting to your audience and lead a conversation without dominating it.
2. A Picture is Worth One Thousand Words
Get ready for a strange spring with @jennyslate and Paul Dano, in the weirdest love story ever Instagrammed. #SpringIsWeird Follow the 12-episode film series and shop the spring looks you see at the link in our profile. A video posted by GAP (@gap) on Feb 4, 2015 at 10:42am PST
Gap and agency Wieden+Kennedy recently launched the brand’s Spring 2015 campaign titled, #SpringIsWeird. The campaign weaves an offline romance with a sartorial dilemma that was identified as common to Gap’s target audience. Using insights into Gap’s fanbase, campaign managers were able to determine the best strategy for talent casting, media mix and ad placement. By understanding the needs of the customer, Gap tells an engaging story with humor, inspiration and tips to navigating a tricky time of the year.
A picture is worth 1,000 words. The best way to captivate your audience is through use of engaging imagery. Developing clean, informative and engaging images not only makes a message pop, but it can often provide more of an explanation than the best description.
3. Celebrate With Your Audience
Discerning audiences prefer to buy from a brand, not a label. David Yurman’s Love Inspires campaign powerfully appeals to consumer sentiment while maintaining a sense of aura and sensuality around the brand persona. The campaign highlights personal stories that allow the audience to see themselves in the brand and to develop an emotional connection to the David Yurman pedigree.
With the right tools, brands can anticipate important events in the lives of their consumers in order to cater to their needs when they matter most.
Good marketing is about effective communication. Big data has opened doors for new opportunities for marketers to craft powerful content and to provide a better brand experience. By incorporating specific, data-driven content into campaigns, brands are empowered with the tools to hold long-lasting conversations that nurture consumer trust and loyalty.
Interested in understanding how to use data for more effective customer acquisition? Download the white paper to learn how in twelve steps.
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