With summer in full swing, it’s a great time for reassessment and rejuvenation. A key question for marketers and brands to ask during this time is: Who are our top customers? Do we really know who they are? And, what matters to them most?
The 24/7 nature of the Internet and social media combined with a shift toward a more open, transparent society has forever changed the way marketers reach and motivate their audiences.
As marketing icon Seth Godin says, “Everyone is not your customer. So learn who they are and go get em!”
Here are just a few value marketing articles from the past week for more on how shifting consumer behaviors are driving change in the marketplace.
1. Finally! When it comes to marketing, imperfections are ‘in’. Increasingly consumers are placing value on things that aren’t machine-made and finding beauty in people’s flaws and authenticity, according to a JWT study. Companies like Aerie and others are leading the charge away from airbrushed brands to a higher purpose.
2. It’s official, consumers that regularly receive irrelevant messages from brands get angry, especially millennials, says a study from Boxever. In fact, the study claims that overall, 3 of 4 offers from travel brands are completely irrelevant to most consumers’ needs and preferences. And 40% of respondents, overwhelmed with these untargeted messages, would be less inclined to buy from the given travel company. Instead, consumers crave contextual, one on one engagements.
3. Tastes great! Less filling! Whether you agree with Forbes contributor Ken Crogue or marketing expert Simon Sinek on which is more important: The 2 most important questions you should be asking in sales & marketing are Who and Why? Krogue makes a point that if you don’t get to the person with authority to purchase your product in the first place, all the Why’s, Who’s, and What’s in the world won’t make a difference.
4. Sentiment analysis is growing in popularity in PR, politics and branding. Experts gathered at the Sentiment Analysis Symposium in New York recently to weigh in on it. A few key takeaways. 1. Take it seriously. And, 2. Don’t rely on technology alone. Successful sentiment analysis requires a combined approach of machine learning and human knowledge.