We’ve all seen interruption and permission marketing in action. Whether it’s through cold calls, pop-up ads, influencer partnerships, or email newsletters, consumers today are becoming less inclined to accept this over-saturation of brand messaging. From the marketer’s perspective, ad blockers, “fat finger clicks,” and opaque data prevent brand content from impacting (or even reaching) users more than ever before.
Reception marketing gives consumers the information they need when they need it. By tapping into audience data, marketers can improve their content mapping plans and create content that does not interrupt the buyer’s journey but, instead, offers information that consumers are more likely to click and engage with.
As the volume of marketing content consumers engage with daily continues to skyrocket, companies are beginning to realize that their interruptive and permission marketing tactics are no longer cutting through the noise.
We’ve all seen interruption and permission marketing in action. Whether it’s through cold calls, pop-up ads, influencer partnerships, or email newsletters, consumers today are becoming less inclined to accept this over-saturation of brand messaging. From the marketer’s perspective, ad blockers, “fat finger clicks,” and opaque data prevent brand content from impacting (or even reaching) users more than ever before.
The truth is that consumers are more empowered than ever to be the captain of their now-nonlinear buying journey. They expect content that aligns with what they need at that exact moment, rather than a bombardment of information that is irrelevant to them at that time or tries to force them through outdated sales funnels. That is why it is time to introduce the next evolution of interruption and permission marketing that will benefit both sides of the transaction. It’s called reception marketing.
Reception marketing gives consumers the information they need when they need it. By tapping into audience data, marketers can improve their content mapping plans and create content that does not interrupt the buyer’s journey but, instead, offers information that consumers are more likely to click and engage with.
While interruptive and permission-based strategies still need to be a part of a company’s marketing strategy, reception marketing is critical to improving them both. Consumers want content that answers their questions when they have them, and reception marketing is the solution to providing them with the support they need.
Here are three reasons marketers must begin leveraging these strategies to build long-lasting relationships with their consumers.
Meeting Consumers Where They Are
One of the biggest strengths of reception marketing is its ability to meet consumers where they are. Whether they are in the early stages of research or the final stages of buying, consumers want to feel informed every step of the way. Reception marketing strategies take cues from consumers’ active searches and buying behaviors to offer valuable resources in real time.
While 69% of consumers first try to resolve their issues on their own, less than one-third of companies offer self-service options such as a knowledge base. Business leaders must implement these types of rich content hubs, as well as other solutions such as automated chatbots. The key is to create a self-contained process for transmitting information that listens to the consumer’s needs, aligns with the brand’s story, and incorporates a blend of predictive intelligence and human operation. Finding the right balance between technology and humans is crucial to meeting consumers where they are, with the content they want.
Personalized Solutions For Each Step of the Sales Funnel
54% of consumers say they expect their experiences to be personalized. By leveraging reception marketing, marketers can provide solutions for top, middle, and bottom-of-funnel questions that their audience is actively seeking answers about.
In order to remain consumer-centric, companies should consider these questions:
- What consumer data are you using to create relevant marketing content? Is it transparent and accurate?
- Are there common problems or questions that consumers face through each step of our funnel?
- Do you offer enough educational information about your products’ features and value for each consumer group?
- How do you nurture leads? Are you offering valuable content?
To better personalize each individual’s experience, consider gathering first-party data by asking current consumers to complete a company survey or analyzing website behavior, or try leveraging second-party data like search intent insights. No matter what, make sure that the resources you provide are data-informed, free of charge, helpful, and engaging for each step of the sales funnel. Every consumer is unique, and it is vital to highlight your commitment to addressing their concerns.
Boosts Brand Credibility
Reception marketing can position brands as helpful and trusted resources within their industries–and 46% of customers say they would pay more for brands that they trust. The more you can highlight your expertise in what consumers are looking for, the better. This means creating messages that prove your credibility.
Whether that means including video demonstrations of your products, or implementing user-generated content (UGC) like reviews and testimonials, you want your clients to receive a well-rounded view of what you have to offer. Rather than coming off as overly-promotional, focus on educating your audience on your products and asking current consumers to be a part of this content. This will go a long way in creating an engaging sales funnel that drives conversions.
Again, interruption and permission-based marketing are not dead; they’re just in need of more consumer-informed support. Reception marketing can go a long way in making these traditional strategies more impactful while driving a consumer-focused approach.
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ABOUT THE AUTHOR
RJ Licata, Senior Director, Marketing at Terakeet
RJ Licata is the Sr. Director of Marketing at Terakeet, the preferred owned asset optimization (OAO) partner for Fortune 500 brands seeking meaningful customer connections and online business growth. With over 20 years’ experience in the corporate, collegiate athletics, and small business marketing sectors, RJ guides Terakeet’s brand growth, protection, and expansion among its global business partners and growing employee base.