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Written by
Stijn Cornel
Remember the '90s? Even if you weren't around, you've heard about how different technology was back then. You had your Walkman, your camcorder, your VHS player, and your Game Boy. Four separate gadgets serving four different needs. We've certainly come a long way since then. Not only are all these functions available to us on a single device, but we can also switch between work, shopping, socializing, learning, exercising, and even parenting—all with the tap of a button.
And just as teen comedies have changed dramatically, so have consumer expectations. The world in which we meet has expanded its boundaries. Every second a customer scrolls through social media is a second their brand preference can change. Scary things, huh? A bit like someone confiscating your Tamagotchi, remember those? Choices are now infinite, and decisions are made in a nanosecond. That's why we need to understand what's happening in these moments and how best to respond.
Luckily for you, this is something we know a thing or two about! The answer lies in changing our approach to consumers and how we treat them as human beings. The digital landscape isn't really about technology. No, it's about relationships. And we're not talking about the "single, married, or damaged" kind, either.
Treating consumers like customers is no longer good enough. They expect a direct connection with brands through social media, where the content they consume is personalized to them. So, how do we create these connections with only the nanosecond decision window available to us? We're using a tool every human is born with. That's right: emotion!
Branding requires dedication; a commitment to constant reinvention; striking a chord with people to evoke their emotions; and a commitment to imagination. It's easy to be cynical about such things; much harder to be successful.
According to psychologists, emotions form the basis for 80% of the decisions a person makes in a day. This means that consumers are more likely to buy a brand based on their emotions instead of logic. What we really need to do is elevate the human experience. Connect with consumers emotionally, create loyalty, trust and then align with their values. Especially during this current period and the previous period regarding Covid-19. People are becoming more isolated and introverted, longing for more meaningful experiences and authenticity from brands. Of course, we know how to achieve this. Let us show you how!
Take a look at your social media platforms and imagine yourself as the consumer. Ask yourself: what will enable a connection with another person right now? What can be done to create a thought-provoking experience? Which senses can we stimulate (yes, stimulate) to evoke emotion?
Consider the needs we have as humans. How can you use technology to proactively meet them? A good example is Oreo's campaign to celebrate the connections people made during lockdown. A parody of telecommunications companies promising to "improve connectivity," they offered 50 website visitors per day a "free connection pack" with personalized Oreo cookies upon delivery. They met and acknowledged the human need for socialization, while playfully celebrating the emotional connections people create and seek comfort in. Exactly!
Once you've considered the previous points, it's time to execute your ideas with humanity. Do you recognize the challenges your customers face personally? Can you be quick enough to meet them when they need you? That need might be to slow down and build a connection. Have you ever considered that? Don't worry, you'll get the hang of it. Together, we can answer all these questions, thanks to both our expertise and the data we have available.
Your customers aren't a bunch of fools. They can sense, see, and smell it immediately when you're being fake. Be authentic at all times. Depending on your brand personality, talk to your audience as if they were your friend, colleague, family member, or pet. Whatever it is that will enhance the authenticity of the human experience. Don't pretend, be real. That's the power of you and your company.
“If you let your values guide you, it doesn't cost your business anything, it helps your business.”
Finally, our best advice for connecting with consumers is to always, and we mean always, lead with values. When your audience shares your moral compass, a transformational change takes place. You're in the same corner, fighting the good fight. If you stick to your values and stay consistent with your humanity, they'll be with you all the way.
