Posts in Social proof

Relevancy drives business growth

Relevancy is Key to Your Brand’s Traction

September 30th, 2021 Posted by Brand Design, brand marketing, brand messaging, Brand preference, brand strategy, Category Design, change, consumer behavior, Consumer insight, Customer Experience, Emotional relevance, engagement, Healthy Living, Higher Purpose, Social proof, storytelling, Strategic Planning 0 comments on “Relevancy is Key to Your Brand’s Traction”

Strengthening your cultural connections is vital to sustainable growth

Why does brand relevance matter so greatly to your 2022 business results? Because it is within relevancy’s sphere of influence that consumers discover both their interest in your brand and a reason to buy. You may believe your product stands resolutely on its own merits – formulation and attributes and all. To a degree it certainly does, however your brand doesn’t exist in a vacuum.

Powerful external forces are at work driving consumer behaviors and preferences. More than ever, people are influenced by:

  • What is popular
  • What is socially agree-able
  • What is on trend culturally

Where does your brand sit in relationship to popular food culture? Current issues and values pressing on the food industry’s future? Brand relevancy is connected to and associated with current culture cues and the symbolism that surrounds it.

Here is our guide to relevance and connection

Brand relationships continue to look more and more like those of the human variety. You are no longer just selling a product. You are marketing deeper meaning, values and beliefs attached to strong cultural influences. Better connections here help more salient brands rise while others less present in these shifting conditions may experience a corresponding decline in their value proposition.

Is your brand engaging in the world around it?

We are witnessing a profound sea change in the path to purchase as consumers look to brands for trusted sustainability stories and tangible efforts to address heightened awareness of a relationship between food/beverage choices and climate impact. Health, wellness and sustainability are key associations for modern food, beverage and lifestyle culture trends.

Is your brand viewed as a positive influence?

What specific actions, policies, behaviors, standards and commitments is your brand making to be at the forefront of these key issues that now dominate the cultural conversation? Is your brand voice up to date, participating in this discourse with credibility and referencing tangible efforts to meet wellness and sustainability expectations?

Is your brand a contributor to users’ lives?

As stated earlier, brand relationships look a lot these days like interactions we have with the people we care about. Thus, why enlightened marketers understand their future is founded on reciprocity. Brands must make a real effort to help consumers overcome barriers, succeed and grow on their life journeys. How is your brand operating as a coach and guide to help users achieve their passions and desires?

Designing for enhanced relevance

Relevancy is achieved through a creative, appealing mix of attitude, behaviors (actions speak louder than words) and appearance. What’s required here is an innovative reappraisal of your brand identity, visuals, voice, actions and symbolism that should be in sync with the cultural dialogue going on right now.

Your brand is the fabric and tether to deeper meaning that provides consumers with an anchor of belief and emotional resonance. Here’s the mix of ingredients that help you dial in brand relevance.

  • How your brand interacts with popular culture – Your strategic game plan
  • Articulating what your brand stands for – Your values and beliefs
  • Why your brand exists – Defining your brand Higher Purpose
  • Engaging where your users spend their time – Your interactions with their micro-communities of influence

Here are three steps you can take right now to bring this thinking to your strategic plans.

  1. Consumer lifestyle insight

You’re interacting with humans not data points. What do you understand about their lifestyle aspirations, needs, wants and concerns? If sustainability is a cultural imperative now, do you know what areas of sustainability readiness they care about the most? Without a foundation of insight into their lives, it’s nearly impossible to find alignment and relevance with who they are, what they want and what they believe.

2. The customer experience journey

Based on a more granular understanding of your users’ aspirations, how should your brand promise and value proposition best be packaged and delivered to meet those needs? Are you monitoring social channels to assess how they’re interacting with you and engaging in your community? First party data is the best resource for reliable understanding of their behaviors.

3. Creative thinking around your future

Based on deep insights into your consumer base and their unmet needs, what new categories can your brand credibly operate in to help solve more problems and cultivate a deeper, more valuable relationship? What new touchpoints can you activate to engage consumers on their journey? Finally, what new tools can you deploy to deliver on the promises you’ve made?

  • Legacy brands can improve their relevance by refreshing and restaging their brand positioning and building connections to current cultural symbols and aligned business behaviors.
  • New and emerging brands can embed this thinking into their go-to-market strategies and the brand narrative they are building.

Once you understand how status and aspiration are defined by your user base, you can go to work finding connections and building trust. Perhaps the most important sea change in our culture is a move towards how consumption decisions impact the world and community around us. It is no longer just what’s good for me, the decision is now also about what’s good for society and for the future world people want to live in.

Emergent is a trend watching, culture defining organization of brand building experts and communications architects. We can help you dial in relevance and gain traction while leveraging the powerful forces of cultural change that influence what people want. The outcome is traction, engagement, relevance, value and business growth.

Use this link to request a complimentary “culture impact assessment” of your category.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Brand Sustainability Solution

Without the right sustainability strategy, you are leaving billions on the table

September 10th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, brand strategy, Brand trust, Climatarian, Climate Change, climate culture, food retail strategy, Greenhouse Gas, Greenwashing, Product design, Retail brand building, retail brand relevance, Social proof, storytelling, Sustainability 0 comments on “Without the right sustainability strategy, you are leaving billions on the table”

Our online questionnaire can help you avoid gaps and misfires

In a recent study conducted by our insight research partner Brand Experience Group (BXG), an analysis of sustainability strategies among UK-based grocery retailers revealed the top three banners were leaving more than $9.5 billion in sales on the table. This is revenue they could have earned if the right strategies had been fully implemented to meet shopper expectations on clearly communicated sustainability policies and performance.

The incredible irony: every single one of the food retailers has some form of sustainability program or messaging in place. All of them are underperforming because the programs are either not fully built out, ineffectively communicated to stakeholder audiences or both.

  • The same business case with similar outcome metrics has been calculated in CPG food and beverage categories. What’s going on here?

A significant percentage (55%) of your customer base right now, today as you read this, cares deeply about the sustainability bona fides of the brands and businesses they prefer. The banners that step ahead of the competition to correctly leverage sustainability commitments will win in sales and share gains.

There is a clear, proven business case for an optimal strategic game plan on sustainability.

  • The operative words here are “correctly and fully.”

Half measures, absence of key baseline assessments and mitigation targets plus anemic communications are often the root cause of subpar outcomes. Collectively these diluted tools operate to marginalize performance on what will be an important 2022 strategy to elevate your business results.

Think of it this way: if you don’t get this right, other enlightened brands will ultimately gain competitive marketplace advantage at your expense.

What should you do now?

We recommend investing 6 minutes of your time to take our online Sustainability Readiness questionnaire. There’s no cost. The questionnaire covers four key areas of potential readiness practices. It has a readiness scoring mechanism underneath to help quantify current conditions. When you click submit, our team analyses the answers and produces an outcomes scoring report. The meeting we have with you to review the scores and discuss implications is also complimentary – and often described as “enlightening.”

We will make topline recommendations for improvements; an integrated approach that can create and deliver the right sustainability strategies. That said, it is entirely up to you whether we move ahead to dive more deeply into customized solutions or leave you with new readiness intelligence on your business.

What will happen when you take the questionnaire?

Discovery

  • Organizations that have already completed the questionnaire report it’s elevated their awareness and understanding of the key best-practice components in a sustainability program.

Clarity

  • We have found brands thought they were doing the right things – but learned of deficits and gaps in their current efforts and communications programs.

Readiness

  • In every case we’ve found that readiness can be improved in key areas that are critical to success, to generating business from the investments and avoiding greenwashing – which is a vulnerability.

It doesn’t matter how big or small your business is. Sustainability is a key component of brand value no matter if your company is Fortune 50 or just starting out.

You will find the questionnaire outcomes meeting to be informative, educational and eye opening. It requires no investment on your end except completing the questionnaire with honest reflection on what you’re currently doing. The questions involve simple yes or no answers. We provide comment boxes if you’d like to add any texture.

Top performing sustainability strategy isn’t just a nice-to-have. The BXG study has confirmed the business case. Without optimal programming you may be leaving significant sales on the table while also ceding marketplace advantage to brands that are ahead of the readiness curve.

You have nothing to lose and everything to gain. Use the link below to take the questionnaire. You’ll find it interesting and the outcomes discussion helpful to planning.

Our Sustainability Solution team

Here’s the team that created the questionnaire and the Brand Sustainability Solution program – the first integrated answer to improved sustainability business performance:

Emergent – Chicago-based marketing communications company with strategic brand guidance and creative skills to build a multi-faceted outreach program that persuasively conveys your sustainability story to key stakeholders.

Brand Experience Group – London-based consumer insight research company to help determine what your core customers believe about sustainability practices, what initiatives matter most to them and establish the KPIs that measure business performance from your sustainability investments.

Informed Sustainability Consulting – Seattle-based consultants build the baseline with science-based carbon footprint assessment and Lifecycle Analysis to determine exactly where your production and supply chain are on sustainability performance. ISC also helps you set climate mitigation targets and identify sustainability improvement opportunities.

Click here for the Sustainability Readiness questionnaire.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Niche community marketing

The Niche-ification of Brand and Retail Marketing is Here

August 31st, 2021 Posted by brand advocacy, Brand Design, brand marketing, brand messaging, Brand preference, brand strategy, Category Design, CMO, consumer behavior, Consumer insight, Customer Journey Map, Differentiation, Emotional relevance, Food Trend, Higher Purpose, Insight, Social proof, storytelling, Strategic Planning 0 comments on “The Niche-ification of Brand and Retail Marketing is Here”

Internet enables strategic shift to networks of influence

Forever and a day, brand and retail marketing centered on identifying key user targets, parsing user cohorts and unearthing insights to define their respective habits, preferences, passions, interests and behaviors. The goal – to refine brand relevance; make media decisions based on their demographics and psychographics; and craft creative messaging to reach these individuals.

But the world has changed (again) and now the path to consumer engagement must be calculated in the context of how and where people participate in communities that help them filter, read, decide and buy.

More than at any other time in modern marketing, products are more susceptible to trends than individual preferences. What do we now know? People are social creatures. The digital world we all live in enables and caters to their collective passions whether that be health and wellness, cooking creativity, love of wine and spirits, fashionable-ness or nurturing a pet-oriented lifestyle.

Communities form and prosper around shared interests.

The wisdom of a curated community

Neuroscience now helps us understand that behaviors are impacted by trends and popularity in user communities. People see community recognition and acceptance as validation that a product or a TV show must be good because ‘everybody’ is using or watching it. Call it fear of missing out or confidence in community consensus.

  • Old way of thinking: to scale your business go wide, cast a broad net and employ mass media as much as possible.
  • New way of thinking: look for networks of influence and go narrow to micro-communities that cater to niche tastes and shared values.

The Internet has operated as an endless digital enabler of nichemanship. Yet many brands remain wed to strategies focused on individuals and amassing eyeballs more so than immersion into the smaller communities where people participate and ‘belong.’

Questions you should be asking

In which communities do your users belong and participate?

Who are the sources of influence and prominent voices in that network?

What trends and interests are actively supported in the community?

How can you best enable users to contribute to the community?

It’s important to take note of shared tastes and values in these settings and to employ that insight in your messaging and outreach strategies.

What are your customers’ embedded interests? What issues, activities, hobbies do they care about and invest their time? If users have a specific interest area that lights their fire, chances are they belong to a community that focuses on it. People participate in influence networks that inform and feed their passions.

Look for the ‘religion’

Some might agree love of whiskey is a religion. There are beliefs and values associated with distilling traditions, still design, ingredients, casks and aging. There’s unique nomenclature and perceptions of what constitutes a good, better or best product. There are lifestyle associations, groups, communities, events and narrowcast media. There are also expert voices and sources of influence on what matters and new developments in product innovation.

For a brand there is more to be gained by studying the networks of influence than blind devotion to detailed persona descriptions of individual whiskey heavy users. Trends can drive leaps in market share, so it’s important to operate as a disciple in the community, embrace the religion of shared beliefs and identify the influence networks within them.

This concept of category religion can be applied in any number of high-engagement businesses where a fan base of ambassadors and evangelists reside.

The role of experts in outreach

Building credibility and trust are paramount these days. Deployment of subject matter experts, be they credentialed or citizen, matters greatly in verifying trends and authenticating community beliefs. When the brand sees its role as enabler, coach and guide to its users rather than product seller, deploying expert engagement in social channels can feed participation, conversation and sharing.

The foundation: your brand Higher Purpose

It is easier to anchor marketing in communities of shared values and beliefs when the brand ‘soul’ is well developed around a purpose that transcends commerce and self-promotion. If you want people to join your community as believers, then you have to give them something in which to believe.

Sadly more often than not, the brand’s ability to position itself in influence networks and community is diluted by operating in the ’three miles wide and a half inch deep‘ mode of transactional behavior. Purpose imbues your brand with a more meaningful voice and greater resonance because the community sees you are wearing your values like a well-tailored suit. 

Hard work ahead

Identifying and understanding networks of influence requires more study and asking different questions during insight research.  Conversation within these communities based on trends and values will help build brand relevance and value among those who care the most. Those are your best customers who over time will deliver greater volume and profit than the less loyal, less engaged users who come and go on deal.

If you think fresh thinking and guidance on influence strategies would benefit your marketing plans, use this link to start an informal conversation

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

The power of emotional brand storytelling

(You Can) Unleash the Power of More Meaningful Marketing

July 19th, 2021 Posted by brand marketing, brand messaging, Brand trust, CMO, Consumer insight, Content Marketing, Customer Journey Map, editorial relevance, Emotional relevance, engagement, Higher Purpose, Social media, Social proof, storytelling, Transformation 0 comments on “(You Can) Unleash the Power of More Meaningful Marketing”

Crafting stories that inspire action, change, movement

“Tell the truth but make the truth fascinating. You know you can’t bore people into buying your product, you can only interest them into buying it.” — David Ogilvy

Want to benefit from the persuasive impact of more meaningful marketing, then imbue your outreach with deeper meaning. At Emergent’s home page, your first encounter is a statement that reads: Crafting emotional, meaningful, powerful brand stories…

This phrase captures a core essence of what we do. Yes, we focus our communications work in the tactical areas of earned (publicity), owned (content) and social media. However, the real power and exceptionalism we bring to the table is in building stories well-told, where a brand’s customer is always the hero and thus finds themselves in it and benefits from the guidance and useful help a client’s brand provides.

Here we chart the path to better, more effective brand storytelling.

In the end great stories are respectful of the language used to tell them.

“You can’t depend on your eyes when your imagination is out of focus.” Mark Twain

Anyone who reads the Emerging Trends Report knows we publish early and often here on a wide range of topics from sustainability to brand strategy and media best practices. What these stories really ladder up to, beyond their inherent message, is an audition of our storytelling chops. Said another way, through our articles we’re demonstrating the importance of words and their meaning.

For the most part our published works are about guidance and coaching, thought leadership on topics of value to CEOs and CMOs and heads of Communications and PR. This in fact is a leading-edge strategy for more effective marketing. When you lean in to help, inform and inspire your audience to improve, you are casting the brand in its proper role of offering help over hype.

This is different than self-promotion that speaks endlessly to brand features, technology and formulation facts. While these elements of brand benefit remain integral to the storyline, they shouldn’t lead it for the very reason to do so embeds the communication with an intractable disconnect.

Every single day your customer wakes up believing they are the hero of their own life’s journey. When the brand is preoccupied with itself, it competes with the consumer for the hero role, and so the outreach is ignored while the consumer moves on to find a brand that can help and support them in fulfilling their dreams and aspirations.

The power of relevance, words and context

Very early in my agency career I discovered that language and inspirational storytelling can have an immediate and profound effect, even in unlikely settings. I wrote a pitch to a business editor about a regional packaged foods client that found itself sandwiched between giant national brands with endless resources and store brands nipping underneath with lower priced versions of their products. I cast this as a power struggle for hearts and minds that could only be won with unique, strategically-elegant moves to separate and differentiate their brand from the adjacent competition. I invoked emotion by making it appear to be a very human conflict, a mini movie of sorts where the intrepid, nimble regional brand ultimately prevails.

The editor loved it. The outcome was a series of interviews that produced a front-page story with a gigantic illustration of a David-like figure toppling a gigantic national brand Goliath. The story wound up in retail account presentations as a key piece of evidence about why the brand deserved stronger placement, more facings and retailer support.

The pitch was unorthodox and unconventional to be sure, but then that’s where the magic came from. The right words can have profound impact on outcomes. All business, ultimately, is storytelling. Stories that are imbued with deeper meaning are far more likely to change hearts and minds than the clinical expressions of facts and figures.

Brands are famously in love with their technologies and mousetrap, believing that once the world is made aware of their formulation prowess, people will beat a path to their door in droves. But here is where we separate perception from reality. People are not analytical decision-making machines. They are in indeed feeling creatures who think and not the other way around. It is always going to be heart-over-head.

  • If you know that the humanization of your brand storytelling has got to be job one. It may sound counterintuitive, but when you ruthlessly let go of reflexive tendencies to self-promote and focus instead on how you can improve the lives and wellbeing of your key users, suddenly an entirely new world of powerful brand storytelling unfolds.

Tell a story and put your audience at the center. Give them a role to play. Solve their anxiety and help them believe in what you’re selling. It’s the nervous kid at basketball tryouts who gets injected with a splash of confidence the second his feet slip into a pair of Nike’s. This is the sheer power — and magic of a well-written advertisement.  Jonah Malin

In the brilliant, animated movie Ratatouille, Remy the culinary genius chef rat tries to inspire his more ordinary rat-ish sibling to embrace the love of flavor experiences by combining a bite of cheese (flavor bomb) with piece of fruit (flavor enhancer). Alas his less appreciative rodent brother couldn’t make the gustatory leap out of the garbage can. The love of flavor and taste experience lesson though is ultimately about the result of food enjoyment. Cheese romance isn’t in the cheese-making, it’s in the taste experience and social bond of sharing these moments with people we care about. Remy has it right!

Setting up a successful story

Two important moves can help ensure the path to better storytelling prevails.

First is hyper focus on building personas of the various marketplace consumer cohorts you wish to reach. Go deep on their behaviors, interests, concerns and passions. If our client permits insight research ahead of the persona work, all the better as we get underneath the pieces and parts of how users think and operate.

This work serves as inspiration on the story topics and narrative paths we pursue. If a story isn’t relevant to the lifestyle of its intended recipient, it will not be resonant either. How can you truly cast them as hero of the story if you don’t know them? When consumers see themselves in the story like holding up a mirror, you’ll have their attention – which is the whole point. The biggest hill to climb in modern marketing is securing the time and attention of those you want to engage.

If the story offers no intrinsic value or relevance to the audience, it’s unlikely to be seen or heard.

From personas we move to message mapping based on that study. It’s here where the client’s product bona fides are woven together with the emotionally-inspiring stories that bring the ‘deeper meaning’ requirement to life.

The message map also serves as a terrific interactive tool for internal discussion on how brand stories will be created and what will be conveyed.

There are two specific goals in better brand storytelling practices

  • Remove risk. Nearly 100% of the time consumers operate with one singular goal in mind: to avoid making a bad decision. If for any reason they think a product experience will be unsatisfactory, they will avoid it. Removing risk through verification and validation from respected, credible sources that affirms outcomes will be key to success.
  • Build trust. Here, the character of the storytelling and the voices deployed become essential to gaining attention and trial. Quite often we bring in third-party subject matter experts to help inject trust by validating the fundamentals of what we want consumers to believe. Social media plays a key role here as a tool for proof: people believe the stories told by their peers before they’ll believe what a company claims.

Language matters. Trust building words like endorsed, proven, tested, quality and results can be invoked to help cement confidence. That said, the most powerful and important narrative device at your disposal is emotion. If people feel something through your story it can have a profound impact on behavior and attitude.

Relate-able stories of personal transformation, struggle and achievement will have bearing on engagement and takeaway. This is where deeper meaning lives. People want to be part of something greater than themselves. Help make that a reality. Use your brand’s Higher Purpose to create the foundation of deeper meaning and belief. If there’s a clear and compelling mission, it will become a rallying point for people who “join” the brand as advocates not just users.

  • Relevant, emotional, human, credible stories are the grist of business growth and enviable brand equity. Now you’ve got something relevant to talk about!

If you think a little fresh thinking would be helpful to refine your brand story, use this link to start an informal conversation with us.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Credibility and Partnerships Lead Marketing Success

June 3rd, 2021 Posted by Agency Services, brand advocacy, Brand trust, change, CMO, Consumer insight, Content Marketing, Digital disruption, Earned media, Influencers, Partnerships, Programmatic, Retargeting, Social media, Social proof, Transparency 0 comments on “Credibility and Partnerships Lead Marketing Success”

Decline of digital advertising reflects consumer trust implosion

If there’s one true north to guide marketing best practices in the era of consumer control, it is this: never lose sight of the human being you wish to court and retain as a user. According to global market research firm Ipsos, 69 percent of consumers no longer trust advertising, especially digital forms. Why has digital advertising fallen so hard and fast? A combination of algorithm driven pummeling that makes the entire experience annoying, followed by the rise of ad blindness (your ad is scenery and nothing more) and blockers, amplified by general decline of brand trust as consumers instead seek out verifiable and credible independent sources for guidance on which products to buy.

What lies at the base of conventional ad solutions is the absence of any real relationship- creating mechanism. So we ask the defining question – does acquiring awareness constitute the driver of a reliable, meaningful consumer-to-brand relationship? The answer is a resounding NO. Buying perceived digital engagement is a false promise. There are better and more effective ways to build business. Hold on while we take you to a new way of thinking, planning and operating.

We have entered a new era in marketing powered by earning authentic relationships with consumers built on trust. This new paradigm is fueled through creating authentic, personal, helpful, useful, valuable content. In this article we will reveal the formula for real connection, real relationships that deliver growth and retention of highly engaged brand fans and ambassadors.

First, we will explain how a digital ad frenzy led to rapid expansion of online ad spending, now tracking a downward spiral as consumers run as fast as they can away from it.

Digital ad magic and stars in marketers’ eyes

Perhaps the most impressive point about the emergence of digital advertising was the newfound ability to measure clicks to assess engagement outcomes. Followed closely by the deployment of cookies to track online behaviors and thus work to tie impressions to conversions.

For the gardening products brand, instead of buying 100 million impressions from Home and Garden that may include consumers who don’t have any affinity for gardening, you could intentionally focus on buying 100 million impressions aimed at avid horticulture fans. Sounds enticing and so we’re off to the digital races.

New types of intrusion emerge

The arrival of programmatic tech to unleash algorithm-sourced buying brought automation to precision audience and behavioral targeting. Retargeting permitted advertisers to follow consumers around the Internet like a persistent stalker. In the midst of this evolution cost declines led to a rapid fire, constant drumbeat of repetitive ad interruptions. Now you see me and now you see me again, and over here, and there and everywhere. Don’t you love me? Nope, sorry.

People live their lives online to acquire three things: information, entertainment and social connection. E-commerce serves alongside to digitize transactions and satisfy the ultra-convenience opportunity of armchair consumption. That said no one wants to be bombarded constantly with disruptive ads and popups.

Apple nails the consumer sentiment towards tracking and disruption!

Consumer-led backlash follows rapid rise of social proof

According to eMarketer, consumer trust in digital ads has dropped to 38 percent. A Hubspot analysis reveals that only 7 percent of consumers say they intentionally click on a digital ad while 34 percent say any click on a banner ad was a mistake.

The antidote to digital disruption and interruption is the emergence of user-generated testimonial content – said another way, users who help users with first-hand reports of experiences and assessments of products and services. Alongside this development is the expansion of category experts, subject matter professionals and influential tastemakers who are speaking on behalf of brands in a more authentic and humanized voice.

Independent social proof is respected by consumers for the very reason they trust the voices of peers before they will believe the assertions and claims of digital ads and brand self-promotion. Social channels can be an amazing, powerful, effective resource for advocacy and ambassadorship when managed with an eye towards encouraging user sharing.

Too often these days social is deployed as another broadcast channel for product promotion rather than cultivating a community of like-minded people who share their own experiences and outcomes. Social can be a far more credible and believable mechanism to validate what you want consumers to trust and understand about your products. You just have to be intentional in how that channel resource is developed.

The new marketing eco-system built on trust

There are four key pillars to successful marketing outcomes at a time when attempting to buy awareness through conventional ad platforms is falling away. They include:

  1. Marketing partnerships: B-to-B colabs, media-driven content alliances and influencers
  2. Social channel refinement: engaging passionate advocates as UGC ambassadors
  3. Earned media: PR-driven outreach through editorial media channels
  4. Branded content creation: built on an education-centric model, not a promotional one.

Partnerships fuel brand growth

  • Partnerships with aligned brands work because they add value to the consumer experience and make intuitive sense. When Quantas Airlines and Airbnb team up to “Fly there. Live there.” they combine assets that create a seamless traveler experience. Similarly Spotify aligns with Ticketmaster to amplify the fan experience from digital music to live performances with click-thru simplicity. These combinations work because they are complementary, sensible and add user value.
  • Right now the triopoly of Facebook, Google and Amazon together control 90 percent of digital advertising inside their walled gardens. As a result premium media channels are cultivating and expanding their content partnership opportunities with brands to build podcasts, newsletters, videos and other tools. These colabs allow brands to gain access to their audiences and tell stories with the imprimatur of the media brand alongside yours.
  • Influencers are a valuable resource of endorsement from citizen category experts who bring their audiences to the table for colabs and reviews. Fabletics activewear brand partners with lifestyle influencer Marla Catherine. The brand accesses her 1.6 million subscriber YoutTube channel to connect fitness fashion endorsements to their online shop platform. A win and a win.

There are rules here with respect to vetting influencers that make strategic sense and align with your brand – all based on building trust and relevant connections with consumers.

Social channel strategy

Brands should encourage user sharing of content and experiences. Developing an ambassador program that links back to periodic content creation helps ensure a flow of useful, credible posts that tell the brand story through the eyes of enthusiastic believers. Amplify this with category expert voices and content that offers guidance, coaching and instruction. Yes, there’s room for your BOGO promo but that should not be the leading voice in your social channel calendar.

Earned media

Editorial coverage of your brand takes advantage of the consumer’s belief that editorial media is an unbiased third-party channel that reports more than advocates. HBO satirist John Oliver recently took TV chat show and news programs to task for fake editorial segments that were paid for and passed along scurrilous information to viewers about unreliable products. Frankly, this pollution of church and state type separation between ad and editorial isn’t good for anyone.

Branded content creation

The voice of your brand should be founded on a relationship-building platform that emphasizes coaching, guidance and enablement that’s relevant to the consumer’s lifestyle journey. YETI coolers does this beautifully with outdoor adventure videos that mirror the lifestyle interests of their core users via compelling, authentic even cinematic storytelling. If you are a food brand and can help users with exploration and creativity in the kitchen, you have a useful voice in their lives. This is how relationships are built – through help over hype.

Trust is the anchor

In a world devoid of trust, consumers want to connect with sources of information and guidance that puts their best interests first, is centered around credible voices (their own) and provides value that enhances their experiences. If you devote energy and attention to cultivating this trust forward marketing eco-system, you will be on the path to authentic, sustainable relationship creation. The outcome is reliable engagement, connection and importantly, sustainable business growth.

So stop chasing eyeballs and start winning hearts!

If this post inspires you to consider fresh thinking on creating more effective marketing outreach, use this link to start an informal conversation with us.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

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