Driving engagement is about encouraging interaction with your brand. Done well, it can foster brand loyalty and encourage growth. But for it to work, it takes an unwavering focus on your target consumer.
Continuing our series on audience profiling, here’s how to put an effective engagement strategy in place, with the help of consumer insight.
Why data matters
Today’s consumer is in complete control of their brand relationship and path to purchase. Gone are the days of linear, trustworthy consumer journeys – fragmentation has become the norm.
This naturally makes consumers harder to reach, sparking the need for a new approach.
Luckily, brands can now get a true view of their consumers based on elements far beyond traditional demographic data, allowing them to shape their strategies on real behaviors and attitudes.
By using insight created on a foundation of this data, brands can fine-tune their targeting and ensure their consumers are always at the center of everything they do. Only then can they engage in the way they need to.
Engaging with insight
But it’s not enough to simply have access to data, you need to know how to leverage it effectively.
Tailor-made insights will show you how to communicate with your target audience to ensure you’re meeting them where and how they expect, and engaging in a way that will resonate and improve ROI.
A great example of this is diaper brand, Huggies.
Their ‘No Baby Unhugged’ campaign was born from over 600 studies that proved hugs “help stabilize babies’ vital signs, build immune systems, ward off illness, and improve brain development.”
Leveraging this relevant insight, Huggies created an engaging campaign to educate new mothers on the importance of skin-to-skin contact with their babies, and ensure participating hospitals had volunteer ‘huggers’ on hand for babies in need.
And the results speak for themselves: Huggies’ sales soared 30% in the year of the campaign, and had an engagement rate 300% higher than industry benchmarks.
Good engagement looks different across audiences.
To make it effective, it’s crucial to know where these consumers are and what they’re doing.
Our latest research shows how the purchase journey evolves for every generation, outlining how your engagement strategy should change depending on who you’re targeting.
|Gen Z||Millennials||Gen X|
|Brand discovery||Online ads (34%)||Search engines (36%)||TV ads (37%)|
|Brand research||Social (47%)||Search engines (48%)||Search engines (51%)|
|Brand advocacy drivers||Quality (46%)||Quality (49%)||Quality (48%)|
Looking at this data, any brand wishing to engage Gen X consumers, for example, should be prioritizing TV ads, ensuring their SEO is faultless, and promoting the quality of their product offering.
Those targeting Gen Z should take a vastly different approach, leveraging online ads and a strong social media presence.
With insight like this at hand, brands can tweak their strategy to ensure they’re engaging the right audience.
Tips for driving engagement
Personalization is at the very heart of engagement. With this in mind, here’s what brands need to do.
1. Appeal to their interests. Uncovering insights into attitudes, interests and perceptions will allow you to engage with consumers in a way that resonates and appears authentic.
2. Invest in the right channels. Data on behaviors, including device and social media usage, can lead to insights into where your consumers spend their time, and are open to being approached.
Knowing how and where to engage is a vital part of a strong marketing strategy.
And as consumer expectations and behaviors change, brands need to be confident that they’re creating tailor-made, useful insights into their target audience.
Using tools like GlobalWebIndex, this is now possible. With data originating from the consumers themselves, you know you’re tapping into true perceptions and behaviors. Insight built on these truths ensure you’re engaging the right audience, in the right place, at the right time.
Final step: Measuring your marketing.