Product Selling Pitch Versus Forceful Consumer Engagement Tactics
By Ankur Pujari
Engaging with target customers is getting more complicated every year. As platforms keep evolving and existing ones keep updating their algorithms, features as well as consumer trends… today’s marketers also need to move at the speed of this change to remain effective and relevant. To add to this complexity, the pandemic has significantly changed customer habits; especially when it comes to online content consumption and engagement.
According to Google’s Year in Search 2021 report, customers are hooked on online shopping more than ever and now prefer to buy directly from the brand’s website for more authenticity. The report also revealed that there has been an exponential growth in the overall Internet user base, which has led to some exciting new searches for products and companies. This has led to an increase in the number of customers opting for D2C brands to ensure that the products they buy are genuine.
Since the outbreak of the pandemic in early 2020, there has been a paradigm shift not only in customer buying trends but also in the way brands are innovating in terms of customer acquisition strategy. After multiple experiments and trial and error, I believe brands need to strike the right balance on 2 key metrics – Highlighting key product USPs and innovative engagement tactics.
Product points of sale
As we embrace new platforms and strategies, brands also continue to evolve towards these exciting new challenges fueled by a digital-first approach. Every customer is at different touchpoints for the brand, when it comes to their digital journey. From brand awareness to post-purchase recommendation, a customer passes through multiple touchpoints through which a brand can communicate with them. As every brand competes for customer attention, brands must now adopt an innovative way of communicating their key selling points at different stages of the customer journey. You need to strategically deploy multiple communication channels like social media posts, influencer campaigns, brand activations, digital marketing, etc. Identify 2-3 sharp selling points of your product that could be targeted at multiple points.
If a customer is at the notoriety stage, it would be ideal to iterate on the key product differentiators that drive the customer to explore your brand. However, if the customer is already a user of the brand, it would help underline the importance of using the product regularly or creating a long-term regimen or even increasing the product repertoire of the brand’s stable. The message is absolute key with how you deliver it. As mentioned earlier, identify the stage your customer is in and automate your marketing funnel to communicate the key strengths of your product that could benefit the customer.
Gone are the days when brands relied solely on print ads, TVC or even radio jingles to engage with their audience. We are now in a digital world where brands could use new-age platforms to engage with their customers in the language they understand. New era methods like AR/VR filters, influencer approval, push notifications, emails, chatbots, etc. have opened up a whole new world for brands to constantly engage with their audience in a profitable way. Again, the key here is content and delivery.
There is no doubt that you have to stand tall for the customer to notice the brand. However, with the rise of social media, brands need to identify new forms of communication that customers prefer. Making trending topics relate to your product and engaging customers with relevant memes, short videos, or even podcasts is a great way to increase brand awareness. The more brands use new ways to engage with customers, the stronger brand loyalty is, which could help brands avoid investing huge sums of money in marketing campaigns.
Having multiple communication channels is definitely a major asset for brands. However, it is those who cleverly design a strategy involving brand communication as well as customer engagement who would lead the race. As marketers, we need to optimize brand touchpoints, build trust and authority, and increase customer satisfaction.
The author is co-founder and head of growth, Hyper Connect Asia
Read also: The art of creating a viral marketing campaign
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