As we all know, consumers today have a smorgasbord of products, messages and images hitting them every single day. The average American is hit with over 3,000 ads per day! No wonder it's hard for brands to attain brand loyalty. Consumers are constantly being bombarded with the next big thing that's going to solve all their problems and is a "must have"...there's so many choices, how do they choose?
And the more important question for brands is: how do you get them to choose you? A recent article published on marketingprofs.com says the key is to focus on building meaningful brand relationships by listening and actively engaging the consumer as they deal with major changes in society and their lives.
One thing that marketers are learning is that not only are no two consumers the same, but in today's fast-paced, changing society, each consumer has several different identities that change depending on the context. For example, a marketer monitoring social media outlets may find a person who represents himself one way on Twitter or LinkedIn, may represent himself completely different on Facebook.
Most people have several different sub-personas....you have work persona, social or entertainer persona, homemaker persona, super mom persona. So brands must hone in and listen to their consumers.
So how do we do this? Traditional research alone is not enough. MarketingProfs.com says effective listening for marketers is an art and with enough detailed attention can deliver unexpected insights.
So more than just research and monitoring social media, but through private online communities where brands can get a grasp on how consumers handle change in their lives. Online communities also allow brands to walk with a consumer over time and see what really matters to them.
Along with listening, giving them a voice or a platform to express their concerns, and then ultimately seeing that in your product will give them a sense of empowerment that what they say matters. Remember, people want to be understood, and feel important.
Bottomline, mastering the art of listening and then engaging the consumer is when he starts to hear his voice and sees himself in your brand. And that's when your brand becomes his brand.