Consumer behavior has changed drastically within the past few years. How could it not have, right?
With an expedited shift to digital and larger societal and political influences, your customers are more aware than ever of their purchasing power. So it’s your job to accurately give your existing and future customers the information and tools they need to make smart buying decisions.
Due to these seismic shifts in consumer attitude, it’s important to adapt the most appealing marketing strategies that drive purchase behavior. Here are five marketing tips to focus on in 2022 to retain your loyal customers and gain new ones.
1. Start a Conversation
With increasing exposure to reliable and smart tech, consumers know what is possible in terms of personalization, speed, and function, and that’s what they want. Slow and outdated software is even more burdensome with the launch of the advanced systems out there. Don’t be that brand.
Implementing technology that facilitates conversational marketing will help brand communications meet consumer standards. When using conversational marketing, your brand will be able to develop real-time relationships across multiple channels, which improves the customer experience. As a result, 41.3% of consumers use conversational marketing tools for their purchases, causing strategy to become one of the best and fastest ways to drive consumers down the marketing funnel.
Chatbots will likely be the dominant application of conversational marketing in 2022. Both consumers and brands benefit from using chatbots–which generate live responses through the use of buyer history and programmatic data—when done right. Chatbots also help to empower consumers by enabling them to ask questions to find out more about a brand that they might not feel as comfortable asking IRL. Consumers that use chatbots have a chance to do their own research which facilitates their buying journey, and (when actually helpful) provoke positive attitudes toward a brand.
2. KISS (Keep it Short Smarty)
The continued prolific and viral nature of social media has shortened attention spans dramatically as access to content has expanded. Accordingly, consumers are quick and have adapted to understand messaging in less than six seconds. This means they are less willing to watch long ads, especially if they have the ability to skip over them.
In recent years, advertisers have found that videos that quickly engage their audiences perform far better when they match the length and pace of the other content they consume. Lately, at Elevate My Brand, we have seen this first-hand, experiencing increasing demand to provide clients with short-form content that will appeal to their younger demo audiences.
As a result of shortened attention spans, TikTok and other short-form video platforms will continue dominating the social media space. These platforms also allow brands to make creative content that “matches the energy” of individual creators. Correspondingly, consumers will have favorable attitudes toward brands that follow specific trends relevant to the videos they like. Many brands find this difficult because trends come and go quickly. That’s why it’s important to act fast and only choose trends that compliment your brand. If you need some inspiration, take a look at this super simple TikTok that Netflix created using a popular sound.
3. Show Your Purpose
Recent political and social events have challenged the standards of what a business should be. Your business can no longer just sell a product, you now have to sell a brand. Following the principles of corporate social responsibility (CSR), consumers want to see brands that incorporate social causes into their products, campaigns, and core business values and functions.
Consumers, younger consumers especially, demand a deeper purpose behind the money they are spending. Businesses are now held accountable not only for their environmental footprint but also for their diversity and inclusion at all levels of the company. In fact, 90% of millennials are willing to pay more for products that contain sustainable ingredients.
Especially in the current saturated market, your brand will need to exhibit a larger encompassing purpose in order to differentiate itself from other brands in 2022. However, since consumers are more aware than ever, and can see right through performative marketing, socially responsible campaigns must align within a brand and permeate all facets of that company in order to be legitimate, successful, and show real impact.
4. Make It Accessible
Growing awareness and regulations that support disabled consumers will continue to create a need and want for more accessible means of communication. As displayed by voice search technology, accessible means of communication not only help people with visual disadvantages but people in general. For instance, 58% of consumers used voice search to find local business information in 2021. Consequently, it’s important to reflect on the scalable impacts of incorporating accessible technology tools into a brand’s buyer journey.
You can no longer do the bare minimum. Even Beyoncé had to learn this lesson when her website was scrutinized for not complying with ADA standards. And if there is anyone to learn from, it’s Beyoncé. In 2022, there can’t be enough accessibility, so it’s important not only to meet standards but go beyond what’s required by incorporating additional helpful tools such as voice search into your channels.
5. Create a Tailored Experience
Digital marketing can often appear cold and pushy. However, with technological advancements, marketers can and should develop more “human” experiences during the consumer decision-making process by developing personalized content.
Consumers feel more valued and satisfied when receiving personalized content, products, and messaging with their purchasing decisions. Brands that take the time to interpret the data they collect from their consumers to develop custom-tailored experiences appear more trustworthy and connected to their customers. As a result, 80% of consumers who receive personalized brand moments are more inclined to make a purchase. Just don’t make it too personal (that’s creepy).
The Wrap Up
While there are virtually endless approaches to meet customer expectations in 2022, conversational marketing, short-form videos, corporate responsibility, accessibility tools, and personalized content will all be meaningful approaches that brands should use to acquire new customers and retain loyal members. It’s time to ask yourself which of these tools to implement for your specific brand. Don’t try to be everything to everyone, that’s a marketing no-no 101. Pick one or two lanes and test and iterate accordingly.
Finding the right balance of each of these approaches can be difficult to choose and implement in a strategic marketing plan. If you think your brand might need more support, Elevate My Brand is currently offering Digital Mindmap sessions that can help your brand elevate (we couldn’t help ourselves), update, and develop a strategy that will appeal to your target markets.
Contact us here to set up a meeting today!
“Don’t try to be everything to everyone, that’s a marketing no-no 101.”
About the author: With a J.D./M.B.A. from Rutgers University, Laurel Mintz has created an agency serving both startups and blue-chip global brands like Facebook, Verizon Digital Media Group, PAW Patrol, and Zendesk. Laurel sits on the Board of Directors for NFTE (Network For Teaching Entrepreneurship), the Women Founders Network, and the UCLA Restaurant Conference. She is a mentor for The Women’s Global Leaders Initiative and advises LAVA (Los Angeles Venture Association). Her published work can be found in Entrepreneur, USA Today, The American Marketing Association, and C-Suite Quarterly Magazine. Laurel and the agency have recently won the W3 Silver Award for the PAW Patrol Road Patrol Campaign, the 2017 Patrick Soon-Shiong Innovation Award, the LABJ Women in Business Award, Comerica, and LA Lakers’ Women’s Business Award, amongst others.
Featured image: Smith House Photo