Marketing and advertising is just not how it used to be. With technological advancements and consumers becoming well aware of the power of social media platforms, it has become really important for buyers and sellers to understand the way this world operates. It wasn’t long ago when marketers were still using traditional forms of advertising.
However, COVID changed everything and now we see new trends emerging wherein consumers have a clarity of what they want, how they want it and from where. Emphasizing comfort and delight is one such trend that has gained significant momentum in recent years.
Consumers are increasingly looking for products, services, and experiences that go beyond functional benefits and provide them with emotional satisfaction and enjoyment.
Here are some ways through which this trend is making a place for itself in marketing strategies:
- Personalized Experiences: Brands are emphasising more on creating personalized experiences which cater to customers individually. This is done by understanding the needs and wants of their target market and then custom tailor their services and offerings. This not only makes the consumers feel special and important, but also seen and heard. Tactics like recommendations and exclusive loyalty programs are very helpful in connecting with the audience.
- User-Centric Design: Brands are prioritizing user-centric designs to enhance the enjoyment of their products and services. With the help of research and surveys, marketers are trying to create experiences that are creative, intuitive, and delightful. This also helps the brands to build a long term relationship with their customers.
- Emotional Marketing: One of the most powerful and my personal favourite, emotional marketing helps brands to build powerful connections with their consumers on a very different level. This is achieved by tapping into their desires and values that helps them evoke emotions like nostalgia, happiness or even joy. Such campaigns leave a long lasting impression, generating a sense of comfort (home like feeling) with the brand.
- Surprise and Delight Tactics: Recently, I ordered a desert from Uber Eats and the brand sent me a hand written personalised thank you note with my name mentioned on it. Completely taken by surprise, it made me smile and I was delighted. Such small tactics and unexpected gestures by brands go a long way because the consumer feels special and wanted. Therefore, small gifts, special discounts or even personalised notes help in fostering a strong relationship with the target audience.