Award-winning firm connects with customers on a deeper level by uncovering core values and purchase motivations
No worries if you have been ‘head down’ this week in projects. We’ve compiled a few recent articles to illustrate how shifting consumer values are driving change in the marketplace.
We’ve all seen them. They seem to be everywhere these days. Articles, advice, seminars, videos, and blog posts teaching us how to market to “Millennials”. Seemingly the holy grail of marketing audiences these days, Millennials are defined, generally-speaking, as the generation of individuals ranging from 18-37 years old, depending on who you ask. Because of the sheer multitude of Millennials (about 40-70 million, also varying by expert opinion), and their presumed purchasing power over the next several years, this group has become a prime target for many brands. Most companies are attempting to reduce this massive population segment into a single set of defining characteristics, including generalized information about millennial values, buying habits and preferred experiences.
You wouldn’t try to sell World Series tickets to someone who doesn’t like baseball, so why try to motivate your customers with a message about, say, innovation, when their values markers indicate that they tend to favor the status quo? Most businesses understand that it is critical to target the right customer types with their product or service. However, in order to reach today’s more informed, media savvy consumer, businesses must go beyond traditional demographic segmentation and speak to what truly motivates people – their core values. In this post, I will discuss why understanding your customers’ values is more important, and more possible, than ever.
A recent article in the Harvard Business Review titled “Marketing Is Dead, and Loyalty Killed It” echoes what more and more marketers are realizing every day: many traditional methods of marketing are no longer as effective in motivating and inspiring customers.
Author Alexander Jutkowitz points to Apple’s phenomenal earnings and 87% customer loyalty in the US and Europe, despite the fact that it does very little traditional advertising and marketing comparatively. Jutkowitz isn’t suggesting brands stop marketing overall. Instead, he recommends they de-emphasize traditional promotional thrusts and focus on loyalty.
To get to the heart of what inspires purchase decisions, we need to go beyond demographics and speak to inner values. What’s that have to do with a wall of yogurt? Read on to find out.
Too often, businesses only focus on embracing a spirit of giving during the holidays. We’re always supportive of the traditional “Giving Season,” when people feel more encouraged to support nonprofits and volunteer in their communities. But at Zenzi, we believe it should be like that all year round, which is why one of our core values is “Live with Purpose.” Here are 3 ways we carry that philosophy through our business and find meaning in what we do every day.
Brand marketing is ever changing, providing unique and creative challenges and opportunities for those of us in the industry. High consumer demand creates high competition, to the tune of 500,000 new consumer products being launched each year.
If a tree falls in the woods and no one is around to hear it, does it still make a sound?
Hopefully this is not a quote you can relate to when it comes to your content marketing strategy.
Picture your best customers. How much would your business grow if you could attract more customers like those? What if you could double that number?