From Connections to Clicks: Our Top Three Tactics For Appealing To The Modern Consumer
In the past decade, the digital sphere, namely social media, has grown rapidly as a favourable avenue for marketing - termed ‘digital marketing’. As a result, the digital marketplace floods consumers with advertising. Marketers must adapt to avoid drowning in the sea of content online. They must produce content that will surface and grab the attention of their target consumers.
Let’s dive into consumer psychology and turn clicks into connection with Morri Creative’s top three tactics for pleasing consumers in the contemporary marketing environment.
Visual Brand Communication. Capitalise on consumer preferences towards video media. A Video > Text approach appeals to consumers in a society of scrollers’. Particularly concise, bite-sized material termed ‘snackable content’. The persuasive power of video marketing is strong, as recent statistics demonstrate that 66% of consumers find short-form videos to be the most engaging type of content on social media (Mohsin, 2023). Consider enhancing your brand communication by producing brief reels shared on Facebook and Instagram and establishing a presence on TikTok.
Build Trust with UGC. Consumers are increasingly investing their trust in brands via user-generated content (UGC) rather than through traditional advertising formats. UGC is any form of content posted by users on online platforms. One form is positive word-of-mouth (WOM), a growing driver of purchase behaviour. For instance, 74% of consumers identify WOM as a critical influence on purchasing decisions (O’Neill, 2022). Consider utilising influencer marketing and accumulating plus sharing customer reviews and testimonials.
Interaction. More and more two-way communication channels are being established between consumers and their favourite brands. Consumers seek these experience-based brand connections. Interacting with target consumers achieves memorable brand experiences, a strong brand image and the building of brand communities. Consider interactive marketing activities like giveaways, Q&A stories, loyalty programs, etc.
To succeed in today’s digital marketplace, brands must adapt to the preferences and behaviours of modern consumers. By focusing on visual brand communication, building trust with user-generated content, and fostering interaction with target audiences, brands can transform mere clicks into meaningful connections and stand out in crowded online spaces.
Written by Alana Nicholson.
References:
Mohsin, M. (2023, January 13). 10 Video marketing statistics that you need to know in 2023. Oberlo. https://www.oberlo.com/blog/video-marketing-statistics#:~:text=Summary%3A%20Video%20Marketing%20Statistics,-Here’s%20a%20summary&text=in%20the%20US.-,91%25%20of%20consumers%20want%20to%20see%20more%20online%20video%20content,of%20content%20on%20social%20media
O’Neill, S. (2022, April 22). Word of mouth marketing: Stats and trends for 2023. LXA. https://www.lxahub.com/stories/word-of-mouth-marketing-stats-and-trends-for-2023#:~:text=74%25%20of%20consumers%20identify%20word,lift%20between%200.2%20%E2%80%93%201.5%25