Years ago, businesses were in control of the message that their brands put forth. The only way that prospective customers could learn what a business had to offer was through print, TV, or radio advertisements.
The internet gained immense popularity in the early 2000s, and consumers began to feel more comfortable navigating the world wide web and researching brands online.
However, the biggest change to marketing has happened over the past decade when consumers began to take control of marketing. Instead of hearing marketing messages directly from brands, consumers are turning to social media, online reviews, user-generated content, and online influencers to learn about products and services. Today's consumers are placing less faith in what brands are saying and instead trust what their friends, neighbors, and influencers have to say.
Have You Missed This Marketing Shift?
Have you acknowledged the shift in marketing and revised your strategy to accommodate it? If not, you're not alone. Research has shown that there are two key factors that have distracted businesses from seeing how the marketing landscape is changing.
The first of these factors is technology. There's no question that today's businesses have become intoxicated by technology and all of the features that it provides. In an effort to earn more conversions, many brands are using technology as a shortcut to strengthen communication with prospective customers and build a following. For example, social media chatbots are being used to spark conversations and encourage interested consumers to take the next steps. While there are advantages to incorporating technology into your marketing strategy, it's important that you don't lose sight of what you're trying to accomplish. Technology should be used to enhance your overall strategy rather than replace authentic interactions with your business.
The second factor that is distracting businesses from seeing the marketing shift is fear of change. Change can be difficult, and people are often reluctant to fix what isn't broken. However, to be a successful marketer, you must become a change junkie. You must stay relevant and in-tune with how the marketing landscape is changing around you.
How Can Your Business Embrace the Shift in Marketing?
To be successful in 2019 and beyond, your brand needs to take a human-centric approach to marketing with the focus on creating real relationships. When developing a marketing strategy, look for opportunities to create experiences for existing and prospective customers that connect to values, fun, and meaning.
To create a human-centered marketing strategy, your business needs to address the following constant human truths:
1. People Long to Belong.
Life is all about relationships. The Harvard Study of Adult Development revealed that the most important thing in a person's life and overall well-being is stable, long term relationships.
It's human nature to want to belong to something, and brands such as Patagonia and LL Bean have successfully tapped into this need by creating a community of people that are passionate about the outdoors. Wearing a jacket with a Patagonia logo or sporting the iconic Bean boots signals to others that the person is a part of this outdoor-loving community.
2. People Want to Be Respected and Feel the Love.
Today's consumers crave recognition from brands that they follow online. A study revealed that 60 percent of consumers feel special and rewarded when a brand that they follow recognizes them on social media. The acknowledgement makes them feel respected, appreciated, and valued.
3. People Want to Find Meaning in Life.
If you want to build a brand that people will be loyal to, you must clearly project the values and passions that your brand stands for in your marketing efforts. Today's consumers want to do business with brands that stand up for what they believe in. A sense of shared meaning between a consumer and a brand has a significant impact on loyalty. And, when consumers are loyal to a brand, they're willing to pay as much as 25 percent more for products and services.
All in all, acknowledging the shift in marketing and the way that consumers now drive the marketing process is essential for creating a sustainable brand. With the way that today's consumers are interacting with content online, it's imperative that your brand move towards a human-centric marketing strategy.
How New York Ave Can Help You Address the Marketing Shift
Our team at New York Ave is passionate about helping our clients to enhance the buyer journey through human-centered website design and content that addresses the constant human truths. We pair our understanding of human psychology with our decades of marketing experience to create effective solutions for our clients that are tailored to their needs.
Contact us at New York Ave to learn how we can help you to best address the shift in marketing for a successful 2019!