需要人性化

In the summer of 2017 Halo Top stunned the industry as it became thebest-selling pint of ice creamin U.S. grocery stores. A mere 5 years after its 2012 launch, Halo Top was suddenly outselling longtime leaders such as Ben & Jerry’s and Haagen-Dazs. Halo Top’s story, while unique, is in many ways unsurprising. Think about all the brands we interact with regularly today – Uber, Airbnb, Fitbit, Tinder, Spotify – that were brand new or non-existent just 10 years ago.

消费者不再只是漫游，这些过道从他们始终知道的同一品牌中拾取产品。虽然品牌信任的重要性正在上升 -消费者的三分之一是“在品牌中的信任”中作为价格在特定零售商处购物的前三种原因- 品牌的长寿不再是消费者信任品牌的唯一驾驶员。人们关心品牌是良好的企业公民，是否有其他人与他们有良好的经验，以及他们是否提供不仅仅是产品（例如，令人印象深刻的客户服务）。

Beyond the shift in consumer expectations, people are changing the ways by which they get the information they need to make a choice. People are no longer limited to recommendations from friends or family members, and they are less willing to accept the narratives that brands themselves are putting forth. According to PwC’s 2018 Global Consumer Insights Survey, social media is the most influential resource (37%) when consumers are looking for inspiration about what to purchase. By contrast, only14％的消费者转向电子邮件来自品牌或零售商的那种信息。

如何到那

人们需要证明您的品牌将要提供，而且他们不仅仅是为了掌握你的话。这意味着不仅仅是为了客户满意的观点来造成品牌，而是为了客户如此满足的观点，他们愿意告诉别人。我为寻求人性化其品牌的公司提供三件建议：

映射客户的社交旅程. Most companies understand that social media is important and that some portion of their marketing budget needs to be directed toward social. But few companies excel at tying their social media marketing into a holistic – and demonstrably fruitful – customer experience. It’s easy to follow some generic best practices around digital marketing or to throw a little bit of budget at an ad on the newest app, but that’s unlikely to make a real difference for your brand. Brands that generate a real return take the time to build journey maps that show how social fits in with the other touchpoints a customer has with the brand. Then, going a step further, they map out that social journey to understand the different contexts in which a customer might be using social media, the types of content that capture attention, and the feelings and responses that customers have to what they see.

Too many people think that winning in social media means creating over-the-top content that will go viral. If you can humanize your brand by creating funny content that spreads quickly and widely – think Dollar Shave Club – go right ahead. But most companies aren’t going to get there, and they don’t have to. DiGiorno is regularly praised for its social media presence. Its tweets generally aren’t going viral, but they’re relatable and they do a great job humanizing the brand. Cisco – another social media leader – doesn’t focus on humor at all. It uses social listening to take part in important conversations, and it highlights how its technologies play a role in the larger issues that people really care about. A successful social media strategy doesn’t require the wittiest, edgiest content; it requires a deep understanding of what customers are looking for and what their journeys look like.

专注于满足要完成的情绪工作. Once you have a better understanding of how to reach customers, it’s important to understand what to highlight. Avoid the temptation to start feature wars, showing how your feature set is better than the competition. As the joke goes, Apple innovates by “giving its iPhone features that Android phones had two years ago。“这很有趣，因为这是真的。人们出于很多原因购买iPhone，但这并不是因为iPhone拥有市场上最好的功能。虽然产品需要在功能层面上进行，但许多reasons that people buy new productsare actually social or emotional. And if you understand the emotional jobs that people are trying to get done, that’s often the best way to actually differentiate your offering from the competition. And, importantly, showing that you understand the emotional side of a purchase decision helps make your brand seem relatable.

Embrace the conscious consumerism trend. While fads can come and go unpredictably, longer-term trends are worth embracing. The consumer focus on social and corporate responsibility isn’t going away anytime soon. While you don’t need to throw your brand into the middle of heated debates, it’s important to highlight the good that your company is already doing. According to a recent study,42% of consumers will pay more对于可持续生产的非食品。因此，通过阐明您为人类做的事情而阐明了您的品牌。

客户有很多关于购买的内容的选择，他们在一个充满噪音的世界中做出决定。如果您想突破，您需要人性化您的品牌并让客户谈论为什么您的品牌与您认为的一样伟大。

About the Author:Dave Farberis a strategy and innovation consultant atNew Markets Advisors. He helps companies understand customer needs, build innovation capabilities, and develop plans for growth. He is a co-author of the award-winning bookJobs to be Done: A Roadmap for Customer-Centered Innovation.