There is no question that brands are more accessible today than ever before. After all, there was no twitter account for Thomas Edison to discuss the latest General Electric breakthroughs in the 1890’s. Today, brands have the opposite problem: the lines between company and customer have become so blurred that many customers expect to have 24/7 access to their favorite brands. The healthiest brands have embraced the internet culture in ways that fit their brand personality and brand identity. Unfortunately, this is more easily said than done.
With all of this in mind, today we will be discussing conversational marketing as it pertains to brand accessibility, why brand accessibility is so important in 2020 and beyond, and how these concepts tie into brand personality and brand loyalty in the short and long term.
The Importance of Brand Accessibility
Brand accessibility can be thought of as how open and available a brand is to the public. Another way of stating this concept is that: “Accessible branding is about giving customers the information they need in a consistent format, no matter where they find your brand. It’s about being responsive and reachable.” Having a brand that is accessible to the public is vital for a few key reasons:
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- Brand accessibility drives customer engagement. In the modern world, brand and customer relationships are no longer a one-way street. Much like how interactive content drives customer engagement, open forums with consumers drive active participation on both ends.
- Accessible brands remove the walls between company and customer. In a more practical sense, brands can also be accessible from a usage and customer service perspective as well. Consider companies like Amazon who remain incredibly responsive despite their massive size. This just illustrates how brand accessibility is much more than branding alone.
What is Conversational Marketing?
Conversational marketing takes the monologue of marketing campaigns and turns that effort into a dialogue between brands and consumers. While there are numerous examples and applications of conversational marketing, the conversational market methodology can be reduced to three simple steps in a customer feedback loop:
- Engage with customers: in business, marketing, or in a hotel bar, the first step towards having a conversation is engaging your audience. Brands often fail to take this first step, leaving genuinely interested consumers unable to make their voice(s) heard.
- Understand customer feedback: as a continuation of the above, conversations do not have much value if both parties are not striving to understand the other party. When consumers are giving feedback through surveys, chats, live customer scenarios, etc. that data needs to be analyzed and turned into actionable information.
- Make new recommendations/alter brand strategy: the conclusion of any well-implemented customer feedback loop ends with the brand response. Brands like Netflix might adjust their recommended shows, Amazon might recommend an item up for sale, or a pet store might remind you that your dog food is almost empty.
Conversational marketing is often tied down to a few concepts like social media interactions and chat bots. These are two key examples of a larger concept that involves any type of “conversation” between brands and consumers.
Brand Accessibility, Brand Personality, and Brand Loyalty
Having established brand accessibility and conversational marketing, it may become clear how these two marketing strategies can work synergistically to bring positive results. What is less clear is just how impactful a dedication to customer feedback and brand accessibility can be for overall brand strength.
Brand personality can refer to any “human” elements of a brand. Common examples include energy, excitement, reliability, toughness, elegance, and so on. Just as a person might judge another person based on a conversation, so too does conversational marketing offer an opportunity for brands to show their true personalities.
Brand loyalty is the ultimate goal of many a marketing professional. It is also a deeply personal and emotional decision for many consumers. The more accessible a brand and the closer a consumer feels to said brand, the greater the likelihood of that consumer becoming a loyal brand advocate. The highest levels of customer engagement and loyalty frequently stem from a personal connection to a product, service, or most of all, a brand.
Brands Rely on Clock Tower Insight for Marketing Solutions
At Clock Tower Insight, we turn data into business solutions. By maximizing brand positioning, CX management, moments of influence, and more, we help build our clients brands in the short and long term. Clock Tower Insight believes that happy customers equal a happy business. We work closely with clients to tailor their brand from top to bottom in order to maximize positive image, exposure, and sales.
To learn more about how we may be able to help your business grow, read about our 15 plus years of focused experience working with brands such as Starbucks, Kraft, McDonald’s, and much more.