- How does the user perceive the different types of messages in the daily crowd of advertising alerts? Considering the propensity to single-collective communication of the influencers and the difference between perceived generations, what kind of engagement will be most appreciated?
What a consumer today seeks is not just a product, but an experience and it starts with the advertising message used as a means to convey it. Advertising campaigns should be based on “an urgency”, to communicate the product/service to consumers, but above all how it can affect life his life. In the vast number of advertising messages, this approach can make the difference by capturing the user’s attention through storytelling of information, emotions, and contrasts, in which the user can immerse and identify themselves.
All this, however, originates from a consumer’s need to decide which product or service to buy that meet their criteria. An advertising message that can hit the user right in the moment when the selective attention and tension of choice are very high, in most cases, involves almost simultaneous search on the web to get more ready-to-use information. Here is where Google comes into play: holding the top positions on search engine results guarantees that the user decides to opt for those products/services. Once engaged, the web user searches for details, reads comments and reviews, looks at various social profiles and shares them.
Here is where the urgency that comes from concrete behaviors and purchasing decisions arises. This routine does not show any marked target distinctions, rather needs: through mobile devices, the boundaries between the different consumer age groups has gone increasingly thinning, although there is no doubt that influencers, which carry and share their messages mainly through Social, are followed more closely by digital natives and subsequent generations.
Knowing how to tell a story is and will be, in the coming years, the most performing engagement type.
- Is this trend good for us consumers? Are algorithms driving our lives and our choices? Will the future of communication be exclusively Data Driven or is there a chance for a creative human-driven turnaround?
Knowing your consumer can increase your business exponentially.
Through this mantra, many companies apply their marketing and communication strategies mostly in the digital context. Companies in the web, through the so-called “profiling”, are able to obtain an incalculable and invaluable amount of information about their consumers often with the slightest effort: the so-called big data. Because of their quantity and accuracy, these data allow you to apply highly flexible and customized communication and sales strategies.
- Can creating shared and sustainable emotions be the key to success? Are users ready for an ethical choice that privileges a brand from competing companies?
My answer is yes.
I believe that a large number of consumers today have gained the privilege to be considered conscious, critical, attentive and informed. The awareness of what you buy and consume represents a primary value that characterizes the individual in relation to its context of belonging. Food companies, for example, are under the consumer magnifying glass: labels have become speakers and communicate messages that the user discovers online, or reads directly at the store before deciding which product to buy. The percentages of raw materials contained in a given product, their origin from biological cultures, the presence of certain ingredients that may be harmful to health, are all essential elements to make a choice. For these reasons, companies must commit themselves to ensure consumer transparency and allow consumers to connect at any time and communicate their dissent on blogs, forums and above all through the Social Network. The roles have finally been reversed: the company is no longer a monolith that barricades itself behind low-value advertising, provides standard answers to consumers, or decides not to answer at all. Now the consumer has the power to undermine the brand reputation of a company with simple and often collective actions. Companies, however, are also able to establish virtuous relationships with their conscious customers, thanks to the high added value products, such as those with a completely recyclable and reusable packaging, which can conquer them and above all retain them.
Learn, choose, consume, share: today and in the future even more.