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The Key to Connecting with Consumers The Whole New World of Evolving Media.
Yes, it’s overwhelming and ever-evolving, the massive growth in digital media over the last few years. Consumers of all kinds have evolved in how and where they get their media, what they like, and what influences them. The pandemic may have accelerated this “experience” shift but it’s essential marketers understand this and are nimble and flexible in how they approach reaching consumers.
Adapt Your Brand To Fit The Right Channel.
Be mindful of all social media, and be prepared to pivot your brand creatively. Brands must present the right voice/vibe on each channel to engage their target audiences. TikTok has its place, but the content can’t match your Facebook ads — your visual voice must shift. It’s no longer a one-size-fits-all social game, and the evolution of your brand is key to harnessing the power of each channel.
Storytelling. How Digital and Short-form Video Builds Connection.
Advertising and traditional marketing approaches are often getting ignored. Who wants to watch ads? What’s happened are dramatic changes in consumer habits around video consumption and what people watch. They want stories and adventures. Brands need to adjust their thinking from “channel” to “experience.” What experiences are you sharing to attract the right audience? The biggest entertainment platforms in the world today are online, digital, and on-demand. Leaning into the emerging storytelling tools of these platforms is a crucial exercise for brands this year.
“Brands need to get on the personalization train. The problem is, that most brands don’t have a clear understanding of what personalization truly is”
Short-form video is not exactly new, but it has taken the social media world by storm in the past few years. Between Tik Tok, Instagram Reels, and YouTube Shorts, it is one of the main ways to connect with your followers and a wider audience. As more companies move to create their own short videos, it is a big mistake to rule it out.
Doing Your Research on Customer Personas.
Consumers whether B2B or B2C have specific interests and personalities. Knowing their behaviors and keeping them aware of them is essential. Brands should be aware of current trends and do their homework to find out if a certain trend is right for their audience persona or not. Is your audience on TikTok? If not, don’t waste your time on that trend. That said, many channels such as video, AI and augmented reality continue to grow in use and popularity in both B2B and B2C marketing to reach key audiences.
Know Your Audience. Personalize According to Online Behaviors.
If brands want to stay ahead of the curve, they need to get on the personalization train. The problem is, that most brands don’t have a clear understanding of what personalization truly is or how to get there. Brands need to analyze the motivations behind their customers’ behaviors. They will discover that this is the best path to elevating personalization and ensuring greater brand affinity.
Constantly Adapt Media Mixes To Changing Consumer Habits.
Adjust your media mix to adapt to massively changing consumer habits. Again, B2B or B2C marketers must be aware of how their audience connects to media and how that’s changing constantly. This is particularly true with respect to online and digital. Where people get their information, news, and entertainment and connect with others is now an evolving and shifting world that’s often hard to understand but diving into it and measuring what’s going on is essential in order to stay connected to the customers who value your brand.
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