In the past 2 decades, the internet has transformed from a rare commodity into a necessary tool that billions of people around the world rely on every day for entertainment, work, school, and socializing. As people have become increasingly savvy with using their devices to scour the internet for information, marketers needed to make some major adjustments to their marketing strategies.
Simply put, marketing today is entirely different than it was 20 years ago. People are constantly inundated with new information, messages, posts, emails, and other distractions, so the most important task for today’s marketers is cutting through all the noise to deliver relevant messages to the right audience.
Here are a few tips from brands that have successfully embraced the marketing changes introduced during the Information Age:
Transparency is key.
Customers today no longer take a company’s words at face value. They want to see factual evidence that the company supports their values and makes legitimate claims about their products. Brands that don’t list the full ingredient list for makeup products, for example, could potentially turn away consumers who won’t buy something if they don’t know what it’s made of.
According to one survey, approximately 94% of consumers say that they’re willing to stay loyal to a company that remains transparent and honest with their clientele. A further 73% of people said they’d even be willing to pay more for a product if the brand was trustworthy and transparent about its practices. For example, Tarte Cosmetics is not only certified as vegan and cruelty-free, but it’s also easy to find the ingredients for each item so customers can feel confident about making a purchase.
Real reviews speak volumes.
Another massive shift in the digital marketing landscape happened when millions of people began to write reviews about products they purchased online. These reviews by legitimate customers are far more effective at attracting new buyers than a traditional ad could ever be. The majority of shoppers read reviews before making a purchase, regardless of what the company claims on their site or the product page. In fact, a study by Label Insight found that only 12% of consumers trust the information provided on a product label and will typically search for confirmation from other sources.
Companies like Asos and Rakuten show just how valuable it is to take customer feedback into account. Both brands are known for consistently improving their products or websites to better fit the needs of their audience. When people feel like a brand genuinely wants the best for them, they’re more likely to engage with the company and write more reviews about their positive experience!
Prioritize quick communication.
While people don’t expect their questions or concerns to be addressed immediately, a brand should strive to respond to their customers as quickly as possible. With social media, email, live chat features, and traditional customer service phone numbers to manage, it can seem like a major challenge for retailers to adapt to. Some of these challenges can be mitigated with AI chatbots, which can easily be installed on any kind of website, regardless of the industry. Shell, for example, incorporated a chatbot on their website that was capable of reducing the total volume of calls to customer service by 40%, despite it being a global corporation serving consumers in over 100 countries.
Having a consistent social media presence is another great tactic to quickly address any customer concerns. Several brands, including Starbucks, Nike, Netflix, and Skyscanner, have been recognized for their consistent brand voice and commitment to responding to customers via social media. And of course, not all of their posts have to be strictly business, either; brands like Wendy’s, MoonPie, and Denny’s are all known for their humorous (and sometimes bizarre) Tweets and replies.
At the end of the day, the most important thing you can do is portray your brand authentically to develop a better connection with your customers. If you’d like some more info about how to do that, don’t hesitate to reach out and schedule a chat with us!