Traditional marketing tactics are ready for an update. While brands today are sinking huge sums of money and resources into mass, impersonal messaging in the form of TV commercials and celebrity endorsements, consumers are feeling more disconnected than ever from companies trying to win them over with the same old marketing tactics.
For example, a recent market research study from Nielsen found that consumer confidence in television and magazine ads fell by 24 and 20 percent, respectively, between 2009 and 2011 alone. Another found that while only 3% of consumers would be willing to pay more than usual for a beauty product if it was endorsed by a celebrity, that number rose to almost 40% when the product was endorsed by someone they knew personally.
Much of this can be attributed to the fact that, while the “one-size-fits-all” approach to marketing used to be the standard, consumers are now demanding more relevancy. As consumers become more connected with brands, it’s important that the messages being communicated are tailored to customers’ individual interests, actions and behaviors.
Here are 3 steps to help you ditch your outdated marketing strategies and replace cookie-cutter messaging with consumer relevance.
1. Allow consumers to connect with your brand using a social identity
Letting consumers log into your website, app, or other platform using a social network keeps them from having to go through lengthy registration processes, which translates to more logins.
Research shows that users want a more efficient experience when interacting with brands on specific platforms as well as across devices. When you understand their identities, you have the ability to give them both cohesive cross-channel experiences and relevance across touch points, considerably streamlining their visit.
In terms of overall user acquisition, social login can boost conversion rates by more than 90% by reducing registration and checkout processes to just a few clicks.
2. Use 1st party data to personalize the user experience
As consumers log into your website using their social networks, they’re giving you access to huge amounts of personal data that, when combined with their behavioral data, can be used to craft a much more holistic view of the user. As they authenticate their identities with your brand, they’re giving you a chance to make a genuine connection. When used responsibly, this information can be used to provide users with more personalized and relevant experiences.
Three in four surveyed say they prefer giving their business to brands which deliver a more customized and pertinent environment.
3. Encourage them to share with their friends
Another benefit of having customers connect to your website via their social identity is that it makes interacting with your brand and with other potential users much easier. 90% of consumers admit that their purchase decisions are influenced by consumer ratings and reviews, so you should give them a forum for that to happen. The idea is to make your web property into more of a community of loyal, active users that regularly engage with your brand.
Ratings and reviews, for example, gives customers the chance to share their thoughts on specific pages and products. Additionally, implementing comments also allows users to share their thoughts on any content; and connecting reviews and comments with sharing lets these users automatically post their feedback to their social networks, driving more traffic to your pages.
Customers referred to your pages by other customers have a conversion rate 137% as high as ones that weren’t.
One Size Doesn’t Fit All
Getting consumers to notice and interact with your brand requires treating them less like IP addresses and more like humans. The root of the problem is that consumers are feeling more disconnected than ever from brands that think that they can be won over using the impersonal, mass marketing techniques of the past. It’s time to reevaluate your “one-size-fits-all” approach and get smart about connecting with your audience.
By Alex Elron