How to Interact with Brands Signals Need for Personalization

It comes as no surprise to any that consumers and brands have an intimate relationship—we all interact daily, sometimes obviously, sometimes less so, often more times than most would assume. Between paid and organic social media posts, digital ads, billboards, tv, radio, in person, you name it, brands are a fully ingrained character in consumer lives. So it raised the question, how many of these brands do consumers embrace?

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Our new research shows that about half of consumers say that they love only between one and five brands. That showcases some incredible competition. Not only do you have your own industry’s competitors to compete for the hearts of your consumers, but you also must compete with all brands, if you wish to become one of the top five.

And as we’ve learned through our research, consumers fall in love with brands for a variety of reasons, but among the top echelon of factors going into adoration is the quality of products, brand communications and customer experience.

The number one reason to love a brand was superior quality, which was selected as the top choice by 30% of consumers. Nineteen percent of consumers say that excellent communication is their number one value for loving a brand and 11% of consumers say a positive buying experience is their number one. That’s 30% of consumers looking for a positive brand experience. Certainly not something to avoid.

What: the content and copy of the campaign that relates to each audience

So how can brands make a positive impact on your brand experience? Personalization. 

Personalization is one of the best ways to improve your customer experience. But it often feels like an impossible task. This is why we’ve built a framework to guide your personalization efforts based on the six W’s we all learned in grade school: who, what, where, when, why, and how.

By answering these simple questions about each of your campaigns and communications, you will be able to provide personalized messaging to each of your customers instead of sending out simply one broadcast message. Here’s how:

Digital transformation is a much discussed buzzword that is often misunderstood. Long gone are the days where a digital transformation meant having a way to purchase online or having social media presence build into your brand image.

Where: the preferred channel each customer is most likely to respond well to a campaign

These days, a digital transformation means a variety of things. Every business operation within your brand must be digitized. Customer service may be aided with the addition of an AI bot in your app or website, billing may be digitized and automated, your marketing and communications are personalized through data. The options are endless.

In this day in age, and in every industry, brands must consider ways to digitize every aspect of their business. Media companies need to put their content online, promote relevant content to their audiences most interested, and utilize data to find new customers while keeping their current ones happy. Retail must find a way to promote their products to those in the market and not waste ad spend on blanketed advertising. Financial companies must offer online options for banking and trading. The list goes on for virtually every industry.

In media, digitally native companies like Netflix and Hulu are the gold-star standard. These companies were born online, utilize data for customer personalization better than anyone, and have been beloved for it. They have set the premise that customers want a digital experience with a brand catered to their likes and interests.

How (often): the frequency of which customers prefer to receive communications

Traditional brands must replicate their digitization in order to see continued growth and success in the new digital world. Offering personalized experiences in a digital landscape increases many KPIs across business function, whether that is increased customer engagement for marketing or increased revenue for sales.

Take a look at Disney+, Disney’s recent push into the streaming world and undergoing a digital transformation of their own. In recent history, their content was licensed to competitors such as Netflix. But now, Disney has retaken control of their own content in order to launch Disney+.

Disney+ has had instant success. It was recently reported that Disney+ revenue in its first month of release eclipsed $20 million. The app has already signed up 24 million subscribers. The power of Disney+ has been immediate and they’re already competitive with the likes of Netflix.

It goes to show that traditional brands still have significant power behind their brand. This shouldn’t be surprising. Disney may not have been borne online but they have about 100 years of history of content. Customers love Disney and that’s showcased through the passion that goes into each of their channels—Disney’s animated films, television, parks, Star Wars, Marvel, Pixar, you name it, Disney has a huge impact and customers feel passionate about their many brands.

When: the preferred time each customer is most likely to respond well to a campaign

Now all those brands in one streaming platform, a hundred years of content with many of the best performing films of all time—that gets noticed. Even if they weren’t originated online, they are able to enter a new market with full force and the attention of millions.

And that is the type of digital transformation that many traditional brands are capable of. Using their immense amount of brand power can bring a brand into the 21st century’s digital landscape and compete with the disruptors that have been changing industries.

Steps that Disney can take further would be to further their personalization as they continue with digital transformation. Now that they have ownership of the digital content and landscape, they have access to powerful data. What viewers are watching, genres and shows they love and give up on, tells a story. Using the data to tell a story and make personalized recommendations for each viewer would be an excellent way to heighten Disney’s power on the platform.

Who: the audiences you are sending it to

And it doesn’t just have to be a queue within the platform, but could be personalized messages through mobile and digital marketing, which ad content is delivered to each viewer, the list goes on.

Disney+ has instantly launched itself into the streaming wars, hitting the ground running instead of limping their way in. Traditional brands must see Disney as the leader in digital transformation, and following in their footsteps is one of the best ways to remain relevant and to continue growing.

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