Customers today have numerous opportunities to interact with brands at a variety of touchpoints. Therefore it's critical for companies to leverage such opportunities to engage with customers and build an emotional connection. A growing number of companies are realizing that engagement goes beyond just listening to customers across multiple channels, but also empowering them to advocate for their brands--both through online and offline.
For example Proctor & Gamble's "Proud Sponsor of Moms" campaign leverages both social media and live events to determine what mothers value and are concerned about to craft more targeted messaging to this group. To achieve this, the company encourages mothers to host "Opinion Parties" where they invite a group of mom friends to discuss any number of issues for deeper insight. The result is aspirational advertising with messaging that idealizes the experiences of being a mom.
Charles Schwab is another company that is relying on customer insight to improve its marketing communications by including messaging that resonates with its customers. Earlier this year, the company launched a "60 Seconds in Money" series in which it analyzed the metrics around the success of the series to determine how to grow its online communities and create content in the future that is interesting and useful to its customers.
Proctor & Gamble and Charles Schwab are two examples of companies that are getting creative with how they are learning what customers value in an effort to energize and target their marketing efforts.
How are you listening and empowering customers to get to a deeper level of insight? We'd like to hear about your efforts.