It’s no secret that we live in an ever-changing world where the ability to pivot and adapt is necessary in all aspects of life. This is especially true as we continue to pick up the pieces from Covid-19. How we market to consumers has had to change since the pandemic and will continue evolving. Here are 3 concepts to keep in mind to create a successful marketing campaign in 2022:
Over the years, the concept of marketing has changed and continues to broaden. Focus has shifted from trying to sell a product to curating an experience for each customer that will keep them coming back. How does one curate an experience? It starts with fantastic customer service and whether your employee(s) will deliver that to each customer. According to PricewaterhouseCoopers, “one in three consumers (32%) say they will walk away from a brand they love after just one bad experience.” These negative experiences can be avoided! An employee that hates his/her job will not be able to curate a good experience for a customer. You can make work more enjoyable for your employees through allowing room for growth, uplifting them, and involving them in content creation. The goal is to make your employees so happy that their happiness will positively impact the customer’s experience. Reaching this goal will allow for more successful marketing campaigns overall.
With today’s advanced technology like our phones reading text messages to us, we can forget the value of good visual content. Researchers have found that consumers typically prefer visual content compared to plain text. Consumers naturally gravitate towards advertisements with color and eye-catching aspects. Whether you’re a visual learner or not, colorful content attracts more attention and interaction than plain text. Studies have shown that the “human brain processes images 60,000 times faster than text.” Although audio content has become popular recently, continuing to implement visual content like videos, infographics, and images allows you to adapt to consumers’ decreasing attention span.
What consumer doesn’t love feeling like they’re the only person in the world? Everyone loves attention, especially when it’s unique to them and their own needs. Personalized marketing is a great way to attract customers and tune out the noise of other brands trying to gain their attention. Researchers have found that “80% of consumers are more likely to make a purchase when brands offer personalized experiences.” What’s an example of personalized marketing? Have you ever gotten an email with the subject line saying something along the lines of “hey [your name]” or any other cheesy messages? That is personalized marketing in a simple form. To achieve better results, you should go further with personalization. Utilize today’s technology to find out a customer’s exact wants and needs. It may be creepy to know that our phones are alway listening to us, but it sure does help with marketing!
The way we choose to market to consumers will always be changing with the world and new technologies. How we decide to try to attract those customers should change along with these things in order to stay relevant. Successful marketing starts within your organization. Don’t hinder your prosperity by sticking to old techniques and tactics for advertising and marketing. Companies that step out of their comfort zone tend to have much more successful marketing outcomes. Don’t be afraid to try something new!