Post by account_disabled on Feb 27, 2024 10:24:49 GMT
Many companies and business experts thought they knew everything about marketing until the word engagement crept into the conversation and in a few years it took half of their knowledge to make it completely obsolete. Who is this mischievous elf who came to transform the way we thought we understood consumers? As in interpersonal relationships, engagement is a term that refers to an emotional bond that strongly links consumers to a brand or product and is extremely difficult to break. Of course, almost all companies have searched for it for years, the problem is that very few seem to understand it in depth and over the years many have even confused it with loyalty, a more academic and cold concept that puts emotions aside. to focus almost entirely on transactions . The problem? Since loyalty programs are usually aimed at encouraging reward-motivated repurchase, their implementation generates costs for the organization, which often needs to lower prices or invest in rewards. As a result of this strategy, the consumer purchases the brand's products regularly, but rarely maintains an emotional bond with it, which makes it difficult for them to lend their voice to recommend it and makes it relatively easy to abandon it, either due to deficiencies in availability, convenience of price or loss of previously acquired benefits. Engagement marketing, for its part, seeks to generate solid links that make consumers fall in love at such a level that their commitment exceeds the rational and becomes an indissoluble link that encourages them to lend their voice to its communication and also to feel happy about it. Where does engagement come from? At the arrival of the digital era, many brands were surprised by the power of social networks and fell into the trap of thinking that interaction through these platforms was the only possible vehicle to create this kind of relationship with consumers; but they forgot something very important.
A bond as solid as engagement can only New Zealand WhatsApp Number be achieved by knowing the stakeholders well enough to be able to connect with their emotions. Once in this trap, brands seek to increase the number of online and offline interactions and the result is a group of consumers saturated with information who, far from being conquered, are harassed by large corporations. The key to creating an emotional bond with consumers is then to ensure that the brand transcends its commercial identity and becomes a human business prepared to interact with its environment in a very different way than that traditionally adopted by business empires. Humanizing a brand means sensitizing it to the needs of its consumers, but also to the problems of the world and turning it into a corporate citizen capable of committing to the well-being of its environment, improving its social and environmental impact. A human brand is prepared to do good and has found a purpose that transcends its commercial objectives, which is why it delivers truly significant value to the lives of its stakeholders, and it is this value that becomes the precious diamond of relationships between companies and consumers. Engagement is then born from shared values and a common purpose; It is born from a series of interactions that transcend the commercial objective to make consumers feel that relating to a specific brand makes them part of a collective movement to improve the world. Does it seem impossible to you? Some brands that have achieved it… DOVE Years ago, Dove discovered its purpose in getting women to embrace their beauty even with their supposed imperfections. Through empowerment, it has found a value that it shares with consumers of all ages and different nationalities, appropriating a movement that fights not for equality. gender, but for the dignity of women and respect for diversity.
Since then, each of its emotional campaigns has reached millions of views and has gone viral on social networks, reaching every corner of the world to sell, not a line of creams and soaps, but self-esteem without stereotypes; a purpose that has not remained only in its communication, but in the more than 13 million girls between 7 and 17 years old who have been reached by its self-esteem strengthening programs. Brandear You may not know Brandear as well as you know Dove, so you'll have to imagine a company that allows you to get rid of your ex quickly and responsibly . Does it seem incredible to you? This initiative is designed so that people looking to get rid of an old romance can heal their broken hearts and help people living in developing countries. The process is simple, just purchase a kit online to overcome broken relationships, empty the box and fill it with all the objects that are reminders of the ex in question so that they can be sent back to the company. The company will in turn send the objects to vulnerable communities and make a donation to reproductive health organizations. I don't know about you, but I would love to have something like this within my reach! brandear Make a wish Batkid There is no one better than Make a Wish to demonstrate how this principle applies to third sector organizations . More than 15 thousand dreams fulfilled in the United States alone and 14 thousand more abroad in 2015 alone are proof of this. The most famous case of this organization is perhaps the dream of Miles, a little boy who, in the midst of his battle against leukemia, revolutionized social networks, became Batman and saved an entire city thanks to the support of millions of people around the world. the world convened by the foundation. His story continues to be a reference for non-profit organizations on how a dream and an accumulation of emotions can move entire communities.
A bond as solid as engagement can only New Zealand WhatsApp Number be achieved by knowing the stakeholders well enough to be able to connect with their emotions. Once in this trap, brands seek to increase the number of online and offline interactions and the result is a group of consumers saturated with information who, far from being conquered, are harassed by large corporations. The key to creating an emotional bond with consumers is then to ensure that the brand transcends its commercial identity and becomes a human business prepared to interact with its environment in a very different way than that traditionally adopted by business empires. Humanizing a brand means sensitizing it to the needs of its consumers, but also to the problems of the world and turning it into a corporate citizen capable of committing to the well-being of its environment, improving its social and environmental impact. A human brand is prepared to do good and has found a purpose that transcends its commercial objectives, which is why it delivers truly significant value to the lives of its stakeholders, and it is this value that becomes the precious diamond of relationships between companies and consumers. Engagement is then born from shared values and a common purpose; It is born from a series of interactions that transcend the commercial objective to make consumers feel that relating to a specific brand makes them part of a collective movement to improve the world. Does it seem impossible to you? Some brands that have achieved it… DOVE Years ago, Dove discovered its purpose in getting women to embrace their beauty even with their supposed imperfections. Through empowerment, it has found a value that it shares with consumers of all ages and different nationalities, appropriating a movement that fights not for equality. gender, but for the dignity of women and respect for diversity.
Since then, each of its emotional campaigns has reached millions of views and has gone viral on social networks, reaching every corner of the world to sell, not a line of creams and soaps, but self-esteem without stereotypes; a purpose that has not remained only in its communication, but in the more than 13 million girls between 7 and 17 years old who have been reached by its self-esteem strengthening programs. Brandear You may not know Brandear as well as you know Dove, so you'll have to imagine a company that allows you to get rid of your ex quickly and responsibly . Does it seem incredible to you? This initiative is designed so that people looking to get rid of an old romance can heal their broken hearts and help people living in developing countries. The process is simple, just purchase a kit online to overcome broken relationships, empty the box and fill it with all the objects that are reminders of the ex in question so that they can be sent back to the company. The company will in turn send the objects to vulnerable communities and make a donation to reproductive health organizations. I don't know about you, but I would love to have something like this within my reach! brandear Make a wish Batkid There is no one better than Make a Wish to demonstrate how this principle applies to third sector organizations . More than 15 thousand dreams fulfilled in the United States alone and 14 thousand more abroad in 2015 alone are proof of this. The most famous case of this organization is perhaps the dream of Miles, a little boy who, in the midst of his battle against leukemia, revolutionized social networks, became Batman and saved an entire city thanks to the support of millions of people around the world. the world convened by the foundation. His story continues to be a reference for non-profit organizations on how a dream and an accumulation of emotions can move entire communities.