For marketers, one challenge remains paramount: getting your message to stand out from the noise that consumers encounter daily. As brands continue to flood the market with their own unique messaging, marketing regulations are working to keep the public from growing weary.
For instance, the California Consumer Privacy Act will restrict how companies handle, store, and use consumer data. A recent TrustArc survey found that 86% of respondents hadn’t adequately prepared to be compliant when the law takes effect in January 2020. On top of that, Apple, Facebook, and even Google are rolling out privacy policies that automatically delete third-party cookies — making it difficult for digital marketers to reach relevant customers. Many of these privacy initiatives, such as intelligent tracking prevention, make it harder for advertisers to reach customers.
So what is the best way to cut through the noise and consumer weariness? Encourage others to share your message. Word-of-mouth recommendations and brand influencers can build brand loyalty and, eventually, lead to consumer advocacy. Allocating your marketing spend toward WOM and influencers is a great way to build brand advocacy in these trying times.
Cultivating Brand Loyalists
To get an idea of the role WOM and brand influencers play in consumer advocacy, consider that a Digital Marketing Institute survey found that 49% of internet users follow at least one influencer who is contracted by a brand to market its offerings. In a study conducted by referral marketing platform Ambassador, 83% of consumers said they trusted recommendations from family, friends, and colleagues; 74% of respondents in that same study said word-of-mouth advertising was a key factor in their buying decisions.
Considering that bad brand news spreads faster than the good variety, organizations should all strive to build strong customer advocacy. A White House Office of Consumer Affairs study notes that dissatisfied customers typically tell up to 15 other people about their experiences. Conversely, happy customers whose issues are resolved only tell about six people at most. Considering it takes at least 10 positive reviews to offset one negative one, this all probably seems a little unfair.
Due to the popularity of social platforms and digital marketing automation tools, generating positive brand traction doesn’t require face-to-face contact. According to Hubspot, 79% of top-performing companies have used marketing automation for three or more years. Automation can boost customer satisfaction and loyalty with targeted and meaningful interactions. In a Kapow report, 68% of customers said they had left a brand because they felt it was indifferent toward them. As more companies adopt personalized marketing automation, companies with excellent customer experience will cultivate customer advocacy.
At the same time, companies must strike a tricky balance between automation and human interactions. When people are frustrated, they will want to talk to human beings — not a chatbot or an automated answering system. Predictive analytics, dynamic creative optimization, …read more
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