Digital marketing is a dynamic facet of marketing that creates strategic content, and new experiences on the internet and utilizes latest online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
The way people shop and buy really has changed along with it meaning offline marketing isn’t as effective as it used to be. Especially right now when all brands across the globe are in a unique position right now. The COVID-19 pandemic has drastically changed consumer behavior, which means that brands need to adapt to this “new normal” which really was the best way to grow consumer engagements and escalate convenient home deliveries.
The reality of the situation though, is that brands still need to make sales if they want to survive through this time of uncertainty needs creative emotional human and genuine loving brand strategies.
On the other hand, developing an effective marketing strategy requires understanding who your customers are, what they want from your brand, what types of marketing content they respond to. And that’s why customer relationship management (CRM)tools are essential in a 360 consideration whether for a Facebook advertising agency and independent small business alike.
These applications however, let you review consumer interactions, manage client data, and identify areas where your relationship with customers need to improve. This platform with feedback and influencer management creates new business, social and personal well profiled relationships.
CRM is a system adopted by most of the companies these days for understanding their customers closely so that they can adopt a more personalized and targeted marketing strategy to communicate with their customers.
So, what are the Impact of CRM Digital Marketing?
One of the impacts is Segmentation of Customers, this means that, Digital marketing will allow the organizations to get access to the behavioral activities of the social platforms to increase their information about their customers. In this way organizations can divide their customers based on their behaviors, interests and attitude irrespective of their age group and location. This type of information will enable the organizations to communicate or send messages to their customers based on their interests, attitudes and behaviors instead of their demographic location. Rules of marketing and digital data and predictive analysis makes brands stand out and be very effective in smart marketing engagements.
Another strategy when it comes to digital marketing, is Emotional marketing which basically refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.
Emotional marketing works because people feel and experience special moments that is shared across the digital world.
As much as we wish we didn’t, say after a heartbreak or during a scary movie, we can’t help but experience emotions. It’s in our nature. This is one of the reasons emotional marketing just works.
Love, kindness, lifting others and caring brands are loved supported and win long-term customers and brand fans!
Emotional Marketing Makes Great First Impressions;
According to you, what makes for a great first impression? When you meet someone new, what stands out? You can tell if brands are doing cosmetic marketing Genuine emotional marketing stands out with consistent communications and action driven in markets and online content.
Now consider a new business. If it were between two advertisements one that simply talked about products, and one that made you laugh or cry which would “impress” you? The second one is a special memorable moment and lasts for a long time!
First impressions form in a matter of seconds. The same goes for a first impression of a product or brand, and marketing emotion can help shape that impression … and help that brand or product stand out in your mind.
Studies however, show that people rely on emotions, rather than information, to make decisions. Emotional responses to marketing influence a person’s intent and decision to buy more than the content of an ad or marketing material.
Therefore, out of 1,400 successful advertising campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content. Emotional marketing helps people decide with their hearts, which has more influence on buying than their minds.
Emotional marketing on the other hand, inspires people to act that is while emotional marketing is a powerful tool for eliciting a purchase or two, emotions also encourage other activity that can help grow your business and brand.
Happiness makes us share … and sharing leads to increased brand awareness. If bad news sells, then good news travels fast. Studies show that good news and positive content spreads faster on social media than any other type of content. This phenomenon isn’t unlike the “social smile” in infancy, when babies reciprocate a smile. When someone is happy, we tend to mirror that emotion, which leads us to share any content that made us smile in the first place
Sadness on the other hand, makes us empathize and connect … and empathy leads to increased giving. A 2007 study revealed that feelings of empathy lead to selflessness and the motivation to act on behalf of others. It’s no surprise that organizations like the ASPCA feature sad photos and a moving song while asking for donations. Feelings of sadness inspire us to act and help people, which typically manifests in fiscal giving.
Like for instance during the COVID-19 pandemic, brands are carving out more measured responses that are also being woven into wider marketing campaigns. While some, such as Pret are focusing on philanthropic efforts, others, like Ford, are drawing on brand heritage to reassure consumers.
Nike is another brand that has managed to strike a balance with its response, creating a new campaign that highlights its brand purpose, as well as its wider aim of inspiring people through the power of sport.
Nike is a master of emotional branding, typically using the themes of determination, inspiration, and performance to engage consumers. This is often depicted in the context of professional sport, but often, it is from the (relatable) perspective of anyone who leads an active lifestyle. At a time when everyone’s day-to-day activity has been disrupted – including both global athletes and humble joggers – Nike has created a campaign that aims to unite us all in our ‘new normal’.
The ‘Play for the World’ campaign, created by Wieden + Kennedy, reinforces the message that we must all do our bit for the world and ‘play inside’.
The campaign’s latest ad, ‘You Can’t Stop Us’, includes images and video footage of people working out in their homes, be it in their kitchens, bathrooms, bedrooms, or basements. As well as a few famous faces, including basketball star LeBron James and volleyballer Sara Hughes, the ad features lesser-known and unknown fitness fans to reinforce the sense that we are all in it together.
The campaign is however, particularly clever in how it reinforces Nike’s core purpose; still managing to inspire consumers even during such unusual and difficult circumstances.
Moreover, using a global pandemic as the basis of any marketing campaign is dangerous territory, with consumers more likely to criticize brands who are seemingly capitalizing on the opportunity. Nike ensures that its messaging is authentic, however, by creating a campaign that aligns with its fundamental brand values and using a tone that consumers have come to expect.
So, why not explore how you can use content marketing to bolster your brand’s approach to marketing during the COVID-19 pandemic?
Think about the content that will resonate with your audience. What is it about your brand (or similar brands) that they love? What information related to your brand does your audience actively search for? What keeps them coming back for more?
And finally identify what your audience are interested in and try to create content that addresses their needs. It’ll build trust with your brand and it can end up landing you some sales.
We love emotional caring brands with strong sustainability programs.
Hugs and Love!
Chris Diaz,
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