The market is crowded—so you must learn about your audience to break through the chatter.
The surplus of media channels is at an all-time high. Attention spans are at an all-time low. Multi-tasking is a cultural norm and consumers are overwhelmed. No wonder brand managers have a difficult time breaking through.
To complicate it further, the customer journey is unpredictable. It’s dynamic and changing constantly, often in real-time. The linear purchase funnel taught in marketing classes is no longer relevant.
Consumers Google everything. They spend hours researching, seek 3rd-party endorsements and then Google some more. They might see a banner ad or commercial and then not purchase the product until weeks later.
With all the chaos surrounding consumers, there’s nothing more important today than brand relevance. It’s more important than differentiation and it’s the strongest indicator of a company’s long-term success.
How does a brand become and stay relevant? The most critical factor is to have an amazing product. Other than that, a solid understanding of your audience is also crucial.
Here are four ways to use audience data to drive long-term brand relevance: