"Real human connection" is the talk of the advertising space. As brands struggle to build this relationship with their consumers, a critical piece of the puzzle is constantly hidden in plain sight.
Advertisers and brands need to understand that authenticity and rapport cannot be imposed but are the result of carefully crafted and dynamic marketing strategies.
Competition is losing attention
4000+ This is the number of ads that the average person sees in a day. However, this number increases for people living near cities and media consumption. For example, the average New Yorker receives more than 10,000 marketing messages per day.
As competition for consumer attention intensifies and audiences experience "advertising fatigue," the response of most brands is "more." In addition to what some call "global ad pollution", post more content, do it harder, and do it more often.
Consumers scroll through up to 4 screens at a time... and ad inventory continues to shrink. Millennials have an average attention span of eight seconds, while Gen Z has three seconds to successfully present your offering as a brand.
Triple Threats: Cookie Apocalypse, Privacy Barriers, Economic Pressure
Data and insights are the foundation of any marketing strategy and are critical to understanding your audience and predicting consumer behavior. But with tightening privacy laws around the world and the removal of third-party cookies from the Internet, accessing this valuable information can become a daunting task.
According to Statista, 40.4% of respondents in South Africa admit to using online ad blocking software. This gives advertisers a very specific audience of consumers who basically "know when they see an ad".
Retail sales data show that consumers tend to make price changes at the point of sale as economic pressures continue to haunt them. Brands that continue to get sales are brands that have an emotional connection with consumers or are inexpensive. Price competition is a downward race that hurts any business.
self-confident. The most important thing is to connect with the brand and strengthen the emotional connection.
Historically, optimists have moved down the trade route, focusing more on the fund's bottom line: conversions. Brands must now target them strategically and continuously measure and track their level of engagement with our content.
The buyer's journey and the marketing funnel must be entered through a two-helix approach. Thus, we better understand our customer audience and choose the most appropriate message for each of them.
When we tailor those messages and create that familiarity, that familiarity builds trust and consumers are more likely to form an emotional connection with the brand.
Neuromarketing research shows that messages with emotional content work twice as well as messages with rational content. This can be seen in Bentley's emotion recognition software, which uses facial expressions to understand how potential customers react.
go out?
Bentley is user friendly. Commenting on the campaign, Forbes Communications Board Member Brandi Hassell said: "Using micro-muscular facial movements, Bentley has used innovative technology to best serve its customers."
In the first three months, the brand recorded more than 10,000 app downloads, and hit the sales target of the Bentley Bentayga.
Phumela Mthkali is a brand strategist at creative agency RAPT.
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