What You Need to Know for Marketing in 2020
Over the last seven years, Moosylvania has examined how and why consumers connect with brands. Amidst the ever-changing landscape of communications, it’s not new, news that the gateway to breakthrough, capture attention and actually engage with people is increasingly on the rise.
Moosylvania’s first book, The Participation Game, identified the needs for brands to participate with their audience, the second book, Join The Brand, outlined how to be a part of communities that consumers were already spending their time within. But, throughout the research, three things have continuously held true:
- Consumers are already expert marketers, they know how to create innovative messaging, and build their own personal brand.
- Attention spans are less than 8 seconds.
- People are flooded with media, messaging, and overwhelming choice.
But, it’s also true that people still seek connection, participate with brands and join communities.
Going into 2020 Moosylvania tackled the question, ‘How do brands break through the veil of BS and generate real connection?’ To answer the question, 1,000 consumers were surveyed on how their favorite brands are relating to them.
The outcome showcased that the brands that succeed are brands that participate in the real world, not just the ad world.
Here are three things marketers can start having conversations about going into the new year to shift the focus from screens, print, and unreciprocated messaging into action and connection.
Personalization vs. One Size Fits All
Personalization has been key to connecting, but it’s no longer only about personalization through generating a consumer's name or creating more convenience, instead, brands can identify the true service they provide and unearth opportunities to personalize the service based on individuals’ habits, routines, lifestyles. Focus on innovating, creating, and combining to leverage new ways to use the same service. Support your audience in how they live.
Sephora and Google came together to provide voice-activated styling videos to people who needed a hands-free way to watch a ‘how-to’ hairstyle video. As one could imagine, people try the style, while watching the video. It’s not a before and after, but while hands are tangled in bobby pins, it’s a challenge to pause the video and re-watch a particular section. Sephora’s (already existing) videos + Google’s technology = personalized experience for people simply by adapting to what they were already doing, yet making it easier.
Check Reality vs. Check the Box
As marketers it’s easy to become consumed in the world of brands and creativity, it is challenging to step back and understand your audience.'. Our 2019, research showed that brands that connect the best are those that support their consumers’ values (57% of people agree that their favorite brands do this well). Meaning they enhance who their audience wants to become, motivates their path and celebrates their successes. Don’t simply check the boxes of where you should activate, or what message you desire for people to know. Instead, tap into what they need; being a part of where they are going.
Best Buy created Teen Tech Centers to provide teens with access to technology to work on passion projects and assignments.
Puma developed their #DoYouStories, conversation on social media; recruiting women from all over to share their stories and inspire others. Instead of starting a conversation purely about the brand, they started one that encouraged confidence through real stories, from real women.
Inspiration vs. Aspiration
Even in a time where there are more communication opportunities than ever before, people crave connection to one another. While aspiration can motivate and provide ambition, inspiration influences behavior.
Brands can no longer hide behind closed doors and shiny images, or catchy phrases; transparency and access to information are too prevalent. Not to mention, technology has made it so channels become platforms for a voice, and brands have to make real decisions for how to use these platforms and inspire the people paying attention. This is done through sharing ideas, fostering real change, and elevating consumers’ voices.
Diet Coke removed the labels on their cans to spark a conversation about the limits labels placed on individuality. Using their platform to allow consumers to share their stories and foster change in how people interact with one another.
REI leveraged their consumer’s passion point surrounding the environment and created a campaign to save Bears Ears National Park. They knew they’d have the support of their audience, and also knew the brand could help inspire action. At the end of the day, it’s still true, that actions speak louder than words.
In 2020, the call is for brands to be a part of the world, not just message within it.