{"id":40489,"date":"2022-06-15T09:27:48","date_gmt":"2022-06-15T13:27:48","guid":{"rendered":"https:\/\/socialmediaexplorer.com\/social-media-research-2\/living-up-to-a-brand-promise-nielsen\/"},"modified":"2022-06-15T09:28:03","modified_gmt":"2022-06-15T13:28:03","slug":"living-up-to-a-brand-promise-nielsen","status":"publish","type":"post","link":"https:\/\/socialmediaexplorer.com\/social-media-research-2\/living-up-to-a-brand-promise-nielsen\/","title":{"rendered":"Living up to a brand promise \u2013 Nielsen"},"content":{"rendered":"

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It\u2019s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers\u2019 attention and wallets. However, personalization tactics alone won\u2019t be enough to foster more meaningful, long-term relationships with their customers. According to SME\u2019s fifth Annual Marketing Report, which surveyed marketers from around the world, 36% of consumers are increasingly looking for more than just products or services from their favorite brands, and they want to buy from companies that prioritize social causes, diversity and corporate social responsibility (CSR) initiatives.<\/p>\n

The responsibility of marketers to establish relationships with their consumers is greater than ever because consumers now have more choice. In response to consumers\u2019 demands for more transparency from brands and that brands align with important social causes, marketers must not only make a meaningful brand promise, but also deliver on it, to attract consumers and increase loyalty.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

How to navigate the two-way relationship between consumers and suppliers\u00a0<\/h3>\n

Previously, the relationship between brands and consumers was purely one-way and transactional\u2014brands provided a good or service for which consumers paid. With more buying power, consumers are now able to advocate and critique brands through their networks. As a result, marketers have had to pay closer attention to consumer sentiments to ensure consumers\u2019 expectations were being met, especially when it comes to brands supporting social causes.<\/p>\n

SME Scarborough data reveals that 52.3 percent of American consumers buy products that give back. 36% more expect their brands to help social causes. Global marketers responded that diversity, equality, and inclusion are important aspects of their marketing campaigns. They also emphasize diversity and inclusion when ad content is purchased. Although marketers are prioritizing these efforts, consumers aren\u2019t convinced: More than half (55%) of consumers feel as though brands are not making true progress when it comes to championing social causes.<\/p>\n

Marketers have to establish trust with customers and let them know how brands live up to their social responsibility commitments. Authentic, consistent messaging through a mix of channels can help establish and fortify brands\u2019 purpose to consumers, shedding light on direct actions that keep the brand\u2019s promise.\u00a0<\/p>\n

Influencer marketing and social media can amplify brand messaging<\/h3>\n

According to SME\u2019s 2022 annual marketing report, 64% of global marketers agreed that social media is the most bankable channel, with many finding success on platforms such as Instagram and TikTok. The effectiveness of social channels in evangelizing brands and making clear their social causes is a key factor. They can also be combined with other media to amplify the message.\u00a0<\/p>\n

To reach right people on social media, marketers might consider investing in influencer market. Though not necessarily a new channel, influencer marketing\u2019s popularity has grown as consumers have sought more interpersonal connections, and global consumers rank it as a credible marketing tactic, along with recommendations from family and friends, branded websites, ads on TV, and TV program product placements.<\/p>\n

Marketing strategies that use influencer marketing must be effective. Marketers need to identify people who share the same values as them. This gives influencer marketing campaigns authenticity and increases the likelihood that customers will interact with the content.<\/p>\n

Safety for brands<\/h3>\n

Marketers should also consider the context within which they are seen, as this can have a negative impact on their brand promise. One example is the rise in hate speech online during the Asian pandemic. This was due to the xenophobic, harmful rhetoric about the COVID-19 viruses. However, the advertising industry remained unaffected by hate speech, and brands could be linked with it through an adjacent placement.<\/p>\n

This means marketers need to have heightened awareness surrounding the content adjacent to their advertisements, which the overwhelming majority of respondents (85%) in this year\u2019s annual marketing report stated. It is important for marketers to consider the impact of brand safety on their campaigns. By working with brand safety partners, publishers and ad tech providers to glean better insights into ad placement options, marketers can stay vigilant in keeping their brand reputation\u2014and therefore promise\u2014intact while meeting consumer demands.<\/p>\n

Make the brand promise come true<\/h3>\n

Marketing professionals must be more personal in their messages if they want to establish deeper connections with consumers and improve brand loyalty. Marketers can foster deep consumer engagements by ensuring that they keep their promise to consumers to match consumer sentiments. They also need to differentiate themselves from other brands, use different social media channels, prioritize safety and leverage different social media channels.<\/p>\n

Original version of this article: <\/em>dmcny.com<\/em>.\u00a0<\/em><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

It\u2019s no secret that brands have shifted their efforts to create personalized messages and offerings…<\/p>\n","protected":false},"author":226,"featured_media":39610,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4674],"tags":[],"class_list":["post-40489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-research-2"],"acf":[],"yoast_head":"\nLiving up to a brand promise \u2013 Nielsen - Social Media Explorer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/socialmediaexplorer.com\/social-media-research-2\/living-up-to-a-brand-promise-nielsen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Living up to a brand promise \u2013 Nielsen - 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