Tag Archives: customer engagement

What “Peak TV” Can Teach Us About Brand Engagement

Industry experts call it “Peak TV” – a title that acknowledges both the quality and quantity of scripted series currently airing across established networks and upstart streaming services alike. For viewers at home, it may feel impossible to keep up with the sheer number of “must watch” shows. That’s an understandable feeling. FX Networks, which tracks the series currently on the air, notes that 342 individual scripted series have aired so far in 2017, making it the biggest year on record for TV programming.

For producers and marketing departments, this glut of content creates a mandate: stand out from the crowd or fade away. As a result, some of the strongest brands around right now belong to TV shows. In the age of Peak TV, what can show brands teach us about storytelling and audience engagement?
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Multicultural Millennials: Building Relationships with Young Consumers

Recent insights from Nielsen reveal that “multicultural consumers are transforming the U.S. mainstream… (p)ropelled by the twin engines of population growth and expanded buying power.” I explored the Nielsen data in a previous post, reaching the conclusion that in order for brands to serve this rapidly growing segment of multicultural superconsumers, diversity must be more than just a buzzword. When diversity of experiences, voices, and viewpoints drives a brand’s identity, communications strategy, and product development, it can authentically and successfully resonate with a multicultural market.

In addition to embracing a diverse set of influences, how can brands reach the young consumers who are poised to become major market forces over the next decade? In a time when consumer trust in major public institutions (including business) has been compromised, brand builders must strive for authenticity, communication, and a purpose-driven approach.
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Brand Advocacy: Getting Your Customers to Converse

In the past, many marketers sought to create messages that spoke to a broad audience. Because interpersonal communication wasn't possible at the same speed and ease that it is today, many brands competed to have the largest megaphone, blasting out the most creative message to large swaths of customers. 

More recently, with the rise of new digital technologies and platforms, customer engagement has become an increasingly two-way street. Brands that have discovered meaningful ways to have a conversation with their customers, instead of just talking at them, are reaping the rewards of brand advocacy. Wendy Lea, CEO at Cintrifuse, highlights this in an article for Inc Magazine,

“[Companies are] using social technologies to form meaningful, ongoing relationships that involve frequent online interactions… [and] customers who engage with a brand online report spending 20% to 40% more on that brand, or on that company's products.”

So, how do we get our customers themselves to advocate for our brand? Let's take a look at good ways to start a conversation and build a relationship.

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