Why authentic connections could help brands build loyalty
20 December 2021 | By: Jareen Imam, Sr. Content and Editorial Manager
From connected devices to technological advancements, the digital marketing landscape is evolving as customers want more control over how they interact with brands across digital channels. A new report from Deloitte shows that customers are gravitating toward marketing that highlights authentic human connections.1
By creating campaigns with authentic messages, brands could help build awareness, consideration and even loyalty among customers looking to engage with businesses that align with their values.
“Building meaningful connections with customers is an important goal for advertisers,” said Alan Moss, VP of Global Ad Sales at Amazon Ads. “And it’s essential to not just try to reach new customers, but also reengage with existing customers in order to help foster brand love and loyalty. Advertisers can start doing this by listening to their customers and evaluating what matters to them. By understanding what your customers want, need, and value, brands can develop customer-centric advertising to help build deeper connections with audiences.”
As customers’ behaviours shift and the advertising industry transforms with changes to technology, such as the retirement of third-party cookies, marketers may be wondering how to reach and engage audiences, especially in the new year. As 2022 kicks off, here’s a deeper dive into why authentic connections can help brands reach audiences and build brand love and loyalty.
Real connections stand out to customers
Customers are seeking meaningful connections with brands and want to engage with content and messaging that resonates with them. According to a recent survey from Environics Research commissioned by Amazon Ads, 8 in 10 customers in the United States and Europe said they wanted real connections.2
“I yearn for real-life experiences, slowness and authentic human connections rather than the more digitally-based lifestyles that new technologies are creating,” one survey respondent said.
Brands have an opportunity to reach customers in new and meaningful ways through advertising solutions that help share their messaging and express their values. Through marketing, brands can convey their social values on topics like sustainability and diversity and inclusion, which can help customers discover and engage with those brands. This can be especially important for customers who are conscious of the impact of their purchases and the influence they have with their wallets. For instance, 8 in 10 consumers in the US and Europe said they were more likely to purchase products or services from brands whose values align with their own.3
So how do brands start building those deeper connections with customers? Storytelling can be a powerful way for brands to form authentic connections. Narrative stories can help brands share messaging, facts and information that engage and inspire audiences. This strategy can also help brands communicate their mission and goals with their customers, creating a deeper connection between both parties. Compelling campaigns that leverage storytelling can also help customers with purchasing decisions. In fact, 90% of customers stated that authenticity is important to them when they are deciding which brands to support.4 Brands looking to reach customers through engaging storytelling may want to consider advertising solutions like Streaming TV ads, Audio ads and Amazon Live.
1 2021 Global Marketing Trends, Deloitte Insights, US, 2021
2–4 Environics, Social Values Global Consumer Themes, US and Europe, 2021