This Relationship is Getting Serious…
Marketing is actually pretty similar to how one should handle a romantic relationship. The marketing side of the relationship takes on the role of attracting customers, understanding customers’ unspoken desires and tending to their needs. The customers, on the other hand, provide the main material support for the businesses.
Before the rise of social media and content sharing, marketing strategies tended to be product-oriented and large scale, without much attention to what customers really wanted. But in the age of multimedia storytelling, it is increasingly important to maintain an engaging and natural relationship with the customers. Traditional marketing campaigns are orchestrated and measured. Just like in a relationship, marketing campaigns are merely the first impression that businesses make, the rehearsed confession of infatuation or a marriage proposal. However, in today’s demanding environment, brands need to do a lot more than show their new shiny object; they must invest in their relationships and earn loyalty from their customers. Many businesses therefore realize the importance of content sharing and interactive brand storytelling in earning such loyalty.
To continue with the parallel theories of marketing and handling a relationship, what should companies do to successfully engage modern customers?
Sharing is important in a relationship
Both product design and marketing strategies should be developed with sharing in mind. Zynga, the world’s leading provider of game services with more than 240 million monthly active users, reached such dramatic adoption precisely because of razor-sharp focus on the experience of virtual sharing.
Ready to commit in the relationship
No one wants a relationship that is merely one-way and unrequited. It’s important for companies to establish an interactive, personal and authentic relationship with their customers by tending to their spoken and even unspoken needs. Amazons gives shoppers personalized recommendations based on their previous shopping experiences. Companies like VideoGenie provide a convenient and powerful tool for clients to power their brands by gathering real sentiment and real stories from a brand’s most important asset – its customers.
Being a good listener
It’s not only important to communicate with customers – gathering feedback from your loyal followers is essential in today’s demanding landscape. A survey by InboxQ found 64% of customers surveyed are more likely to make a purchase from a brand that responded to them personally. Knowing that companies are taking their feedbacks seriously, customers feel more engaged in the making of services and products. Companies such as Gracenote collects and analyzes huge data from consumers so as to provide the most personal and customized database for the mobile, automobile, portable, home and PC markets.
Many have agreed that content marketing is less about marketing and more about content, and Gartner points out that 47% of social marketers say content creation and curation are their top roles, but they have problems creating a vibrant and replenishing pipeline of compelling and engaging content. Therefore companies like VideoGenie provide a platform that makes content generation easier, simpler and more sincere.