The primary objective of the brand is to achieve a prominent position in the mind of your target audience during critical stages of the buying process instead.
For this reason it is so necessary to know their interests, motivations, tastes and preferences, in order to provide them with what they need when and where required. Especially when they turn to online media seeking this information; an increasingly common practice.
It is these stimuli that impact you, and are able to establish that special and vital connection to the long-awaited conversion.
The study presented by Google, TNS and Ogilvy has managed to establish those interests that customers consider important when choosing a brand.To this end, it has analyzed the online behavior and needs of 2,458 consumers in different categories.
Based on this work, the report states that customers particularly value to brands that provide useful information in their advertising (73%). It is also undeniable the need to motivate and appeal to the more emotional side of customers , linking this message their personal interests (70%).
On the other hand, 64% of respondents assessed the ability of the company to demonstrate its principles and values , in each of their shares, while 63% valued especially that the company will provide information and news on current events of sector, together with personalized offers.
In general, it is the company to maintain a coherent discourse, regardless of the format and the means used to it. A communication strategy that besides providing value, get emotional connect with the customer, creating a unique and special bond.
As a result, these users will be responsible for the brand at every opportunity. The study highlights how important fact that 3 out of 4 customers share information about their favorite brands.
To facilitate this connection, the study highlights the power of online video, focusing especially on YouTube. According to his data, young people between 18 and 34 years show 4 times more interest in video ads on YouTube than on any other platform.
All this without neglecting always a maxim: add value, and respect the user experience. For some time, since these pages we have been expressing the helplessness of users, in the presence of online video ads that do nothing but interrupt and interfere with the user ‘s desire, to enjoy the chosen video.
A practice increasingly abusive that work, therefore, to the detriment of the effectiveness of the strategy, and consumer perceptions about the brand that stands for deliberately tarnishing the experience of consuming the desired content.