It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers. According to Nielsen’s fifth Annual Marketing Report, which surveyed marketers from around the world, 36% of consumers are increasingly looking for more than just products or services from their favorite brands, and they want to buy from companies that prioritize social causes, diversity and corporate social responsibility (CSR) initiatives.
由于消费者的选择比以往任何时候都多，营销人员肩负的与消费者建立关系的责任比以往任何时候都重。消费者要求品牌提高透明度，要求品牌与重要的社会事业保持一致，因此，营销人员不仅要做出有意义的品牌承诺，还要兑现承诺，以吸引消费者，提高忠诚度。
驾驭与消费者的双向关系
以前，品牌与消费者之间的关系纯粹是单向和交易性的--品牌提供商品或服务，消费者为之付费。随着消费者购买力的增强，这种动态关系转变为一种双向关系，消费者既在自己的网络上支持品牌，也在网络上批评品牌。因此，营销人员不得不更加密切地关注消费者的情绪，以确保消费者的期望得到满足，尤其是在品牌支持社会事业的情况下。
Nielsen Scarborough data highlights that over half of U.S. consumers (52.3%) purchase from brands that support causes they care about; similarly, more than 36% expect the brands they buy from to support social causes. In response, global marketers reported that efforts such as diversity, equality and inclusion in their marketing efforts, diversity and inclusion in the content where ads are purchased, and diversity and inclusion in vendor selection are extremely important. Although marketers are prioritizing these efforts, consumers aren’t convinced: More than half (55%) of consumers feel as though brands are not making true progress when it comes to championing social causes.
营销人员必须与消费者建立信任，让他们了解品牌如何履行对社会事业的承诺。通过各种渠道传递真实、一致的信息，有助于向消费者确立和强化品牌的宗旨，揭示履行品牌承诺的直接行动。
通过影响者营销和社交媒体放大品牌信息
根据尼尔森 2022 年度营销报告，64% 的全球营销人员认为社交媒体是最值得信赖的渠道，许多人在 Instagram 和 TikTok 等平台上获得了成功。事实证明，社交渠道在宣传品牌宗旨、明确品牌所支持的社会事业方面非常有效，而且可以与其他媒体一起放大信息。
Marketers may consider investing in influencer marketing to reach the right consumers on social media. Though not necessarily a new channel, influencer marketing’s popularity has grown as consumers have sought more interpersonal connections, and global consumers rank it as a credible marketing tactic, along with recommendations from family and friends, branded websites, ads on TV, and TV program product placements.
要使影响者营销战略行之有效，营销人员必须确保找到支持相同事业的影响者。这将提高影响者营销活动的真实性，使消费者更有可能参与到内容中来。
倡导品牌安全
Another consideration marketers should take into account is the context in which their campaigns are viewed that can negatively affect their brand promise. For example, due to the harmful, xenophobic rhetoric around the COVID-19 virus, online hate speech throughout the pandemic against Asians rose significantly. At the same time, though, advertising remained business-as-usual, which put brands at risk of being connected to hate speech due to an adjacent ad placement.
这意味着营销人员需要提高对广告邻近内容的认识，在今年的年度营销报告中，绝大多数受访者（85%）都提到了这一点。营销人员还必须考虑如何将品牌安全更广泛地融入其整体营销活动中。通过与品牌安全合作伙伴、出版商和广告技术提供商合作，更好地了解广告投放选项，营销人员可以在满足消费者需求的同时，保持警惕，保持品牌声誉，从而保持承诺。
实现品牌承诺
营销人员希望与消费者建立更有意义的关系并提高品牌忠诚度，他们必须超越个性化信息的范畴。通过始终如一地履行品牌承诺，与消费者的情感保持一致，在竞争中脱颖而出，利用不同的社交媒体渠道接触消费者，并将品牌安全放在首位，他们将促进更深层次的消费者互动，从而全面提高投资回报率。
This article originally appeared on dmcny.com.
