Whose story do consumers want to hear?
Since brands have discovered new digital channels, they rush to communicate there. However, it is new territory and the rules there are different. Brands compete not only with each other but with anyone who has access to the Internet. On average, we are exposed to 3,000 messages daily. What to do? Make content engaging...
But it is not an easy task.
Consumers don't trust brands anymore.
We live in the post-truth era. People don't trust businesses. They don't trust numbers, experts, and media - tools used by brands to create 'trustworthy' messages. Cooperating with influencers does not always help build trust, either.
Too much brand-speak kills viral.
To be fair, brands are the victims of too many requirements put out by corporations. Big companies try to lay their own rules out in social media where consumers command. For instance, communication has to be ideally attributed to the brand, it should build brand associations and deliver brand objectives. Communication turns into a self-centric brand story which will hardly go viral.
We help you dig up engaging content.
Commercial content does not go viral. Cultural content does. Marketers very often read cultural content as something related to popular cultural trends in society. Actually, it is more than that. Brands should have content that delivers value to people as members of the groups and communities they belong to. The content should be embedded in the culture of groups and communities. So, consumers perceive it as their story, not a brand story. Only then does it go viral. In our workshops, we explain to you where to find and how to dig up engaging content.
We run Workshops & Trainings
People love telling and listening to their own stories. When the brand arrives on the doorstep of consumers via their groups and communities, it becomes their story. We've spent a few years researching how groups and communities communicate and what they trust. We have followed an inter-disciplinary approach by including psychology, social psychology, anthropology, and political marketing into our analysis. We know the principles of engaging content. We share our findings, insights, and solutions in our training "How to Dig Up Engaging Content 2.0."
Group Marketing® is shortlisted in Open Innovation Forum Food & FMCG 2018 by the Institute for Manufacturing University of Cambridge