01 Apr How-To: Master Marketing Clarity in 5 Key Areas
In today’s fluid market, forward-thinking companies stay on top of cultural trends and technology. This means brands stay in the forefront by tapping into the pulse of what is relevant. Always.
How? By consistently monitoring and reinventing to adapt to changing times. Having the ability to recognize staying power in digital trends is a rare gift that is not native to all of us, but possessing objectivity and flexibility can help.
With this in mind, we’ve identified five cultural trends around the theme of clarity. We use them to gain a greater understanding of how to strive for clarity in all we do from a professional capacity in order to enable our brands to speak with accuracy and authenticity.
Of all the emotional needs a brand should have—clarity, or honesty—is one of the most valued. A brand with a 100% transparency core value garners trust and establishes credibility. In an age when brand reputations can be wiped out with one careless, muddled media message, or a dishonest act that becomes public knowledge, or a bad review, those who practice what they preach will gain not only more customers, but a lifetime of loyalty.
The reliance upon technology in our daily lives has changed our access to honest and real communications. We sign up first with brands who communicate with raw honesty. Aligning with companies where clarity is evident allows us to tear down our protective walls and feel secure in nurturing the relationship. Trust and credibility in your company will take your brand much farther than the brands who still hide behind layers of fine print.
5 Cutting Edge Steps to Clarity
- Customer Acquisition & Loyalty
Trust, credibility and transparency will be the glue that binds customers to brands. Brands who haven’t communicated with clarity or precision will be beat out by competitors who allow prospects to look behind the curtains. Consumers are demanding transparency more now than ever, so it will do you good to adopt a “what-you-see-is-what-you-get” philosophy.
Even better yet, allow your customers a behind-the-scenes look at your day-to-day operations. Have you noticed what the high engagement and amplification of brands who invite customers into their worlds looks like? This provides your customers with a precise, exclusive insider view. Brands who are crushing it here are actively and consistently engaging with their followers. In turn, your customers will feel like their opinion counts, they are contributing, and they matter.
- Social Proof
Did you know that 71% of online shoppers turn to the online reviews of others—user generated content—before making a purchase1? User generated content has become so powerful, this content co-creation will inform future conventions. Rule of thumb until then: you can never have enough venues for forums, online reviews, testimonials, social media posts and blogs. Get them talking and then keep the conversation flowing.
- Show Don’t Tell
Did you know posts that include images produce 650 percent higher engagement than text-only content2? With the inundation of content and high volume output fed to consumers daily, modern consumers have rewired their brains. Not only have our attention spans gotten shorter, we have re-trained the way our brains interpret information. Top this with the competition from infinite other brands, and we are all faced with the very real challenge of how to get the edge, how to make our Creative stand out and grab attention. Pictures. It’s as simple as that. Visual storytelling will dominate. In fact, it is estimated that 84 percent of communications will be visual by 20182. It’s really no surprise this is what consumers will demand in the face of the ongoing trend toward transparency. There’s not a lot that can be hidden in a photo. Pictures tell a story, and they don’t lie.
You can’t get more personal or penetrable than with mobile. Everyone is in on the shift in the majority of communications occurring more on mobile. Responsive design and app developments have accelerated at breakneck speed to keep up with the demand. In fact, time spent consuming on mobile (51 percent) compared to desktop (42 percent) is greater, and continues to grow3. Without considering a clear mobile marketing strategy, you may be missing out on a giant piece of the puzzle.
- If you are striving for clarity in your marketing message, talk to us. We can help. Our consultations are a complementary service. Schedule yours today – free of obligation.