Tamara Oliverio | March
26, 2019
During the Loyalty
Academy conference earlier this month, there was a lot of chatter around the
impact personalization has on loyalty marketing. In fact, I was recently interviewed on
this topic to share my thoughts and insights on how we view and implement
personalization strategies here at Epsilon.
We help clients develop
1:You communications and experiences with their customers. 1:You is a holistic
customer experience strategy that focuses on personalization with the best
choice for individuals across all touchpoints or interactions.
And understanding the role of emotions in your 1:You (or personalization) marketing
is essential for success.
Download
the e-book: From 1:1 to 1:You
— Personalizing the loyalty experience
There
are multiple stages of emotions that customers progress through as they
are increasing their brand loyalty.
I’m not going to focus on the specific stages within our model here;
instead I’ll explore some tips and tactics
on emotional branding and how you can keep your emotional connection and brand
emotions front and center during your marketing strategy planning and beyond.
Data is
your best friend when it comes to understanding emotions of consumers
As marketers, we tend to
think within our own data set. There are emerging data points that can be used
as emotion indicators, and machine learning plays an integral role. For
example, companies like Disney have developed emotional response data capture
methods of being able to detect when viewers display emotions, such as
laughter, during their movies. The emotional response displayed on the viewers’
face are detected through an algorithm which is then translated into actionable
data from their target audience. When these behavioral data points are
integrated into a marketer’s data set, you’re on the path to fully
understanding your customers’ emotions and gaining a 360-degree view. Once you understand the emotional responses that you
feel resonates with your target audience, you will be able to create more
emotional content that will preform well for your brand.
Being
brand empathetic wins customers over
Loyalty is not linear,
and it has emotions. Your members (customers) react when they sense you’re
empathetic to their wants and needs. When they see the human side of your
brand, they can relate. And they’re able to sense your brand’s Big L Loyalty: the approach to loyalty that focuses
on the human experience. Being true to yourself and your brand is critical in
forming the trust bond with your customers and
when creating emotional marketing campaigns. While there are so many
examples of emotional brands who show brand empathy, one great example of emotional marketing that
forever stays with me is Procter & Gamble’s ‘Thank you Mom’ campaign that
was launched during the Olympics. The campaign reflects all the mothers who
spent countless hours taking their children to practices and competitions and
helped them ‘win’ during their setbacks and instills in them determination and
to never give up. As a mother of three children, this instantly hits home for
me and connects me to the Procter & Gamble brand. Creating this same type of emotional branding
marketing strategy with your target audience will allow them to connect with
you and they will see you as an emotional brand which will then increase their
brand loyalty.
Understand
‘the biology’ of loyalty
From our research in
developing the stages of emotions, we discovered there are loyalty-inducing
chemicals that are released in the brain during each emotional stage. For
example, we all know that Dopamine is the ‘feel good hormone’. This chemical is
produced in the ‘reward center’ of our brain and alerts us that our needs are
about to be met. Knowing the emotion this chemical triggers is helpful while
loyalty marketers are entrenched in their loyalty emotional marketing planning.
If efforts are focused on inducing these chemical triggers, marketers
win. If you are successful with this then every
time a customer sees your brand, such as on social media, it should trigger an
emotional connection and make the consumer want to use or purchase your
product.
As you’re evaluating your
emotional marketing capabilities, think about how your technology
infrastructure can support your emotional connection with customer. Platforms
like Agility Loyalty help
marketers to achieve their 1:You strategies and create ever-lasting loyalty
relationships. Loyalty is filled with emotions. It’s people that create
the emotional elements while the technology fulfills them.
No comments:
Post a Comment