What Is The Point Of Getting Engaged

As marketers, our greatest aspiration is to understand consumers; subsequently, we aim to create ways for them to engage with brands while shopping — ultimately, during product usage. When consumers have a positive feel with a brand, they are more likely to become loyal consumers who make repeat purchases and share the brand with their friends.

Getting inside a consumer'southward caput is the first pace to being able to market to a brand'due south target audience. To accomplish this task, information technology is imperative to gain insight on how consumers interact with the brand'southward production, both at retail and at home. There are many methods of gathering this consumer and shopper insight; however, few methods target consumers at their well-nigh revealing point: the point of influence.

The Power of the Point of Influence

The point of influence is the exact moment when a consumer is interacting with a product or when a shopper is influenced to make a buy. Whether information technology is during a test bulldoze of a new vehicle or the initial moment of walking into a shop at the mall, the signal of influence is the best opportunity for a brand to brand a positive bear on on a customer.

Creative brands brand the well-nigh of these points of influence by winning over consumers' senses. Here are a few examples of how successful brands influence their consumers:

Smell: Starbucks ensures visitors are welcomed with a rich, enchanting aroma of footing coffee beans while they shop.
Audio: Bose arranges surround sound rooms to help potential customers experience the power of its products' sound capabilities.
Touch: Apple stores have mastered the influence of impact past providing a unique, hands-on environment for consumers to collaborate with products.

In each of these examples, the brands are creating points of influence for their potential consumers.

Traditional Inquiry Methods Autumn Short

Although brands invest heavily in creating a great sensory experience for consumers, they frequently fall short on gathering real-time consumer information, collecting information technology weeks afterward the customer's interaction with the make's product. Even if a consumer has had a great feel with a make, the time lapse between the initial interaction and the evaluation of that interaction can brood a loss of recall about the experience.

Historically, two of the most common methods for gathering intelligence on the consumer experience accept been surveys and focus groups. Unfortunately, both of these methods rely heavily upon consumers' memories, which commonly are quite unlike from their original feelings at the betoken of influence. In hindsight, the about common methods of gathering consumer stance have proven to be inefficient in the following means:

Memories negate unique details of the consumer's feel. After a few weeks post-brand interaction, no consumer is going to think all of the minute details that made a deviation during the point of influence.
Memories exercise not accurately characterize the raw emotion felt at the point of influence. Afterwards, information technology is highly unlikely a survey or focus group study will be able to capture the true emotional connection a consumer experienced with a brand.
Surveys and focus groups are highly structured events, oft providing cookie-cutter options for consumers to choose amongst. These methods generally cause brands to miss out on a consumer's candor.

Mobile Diaries: Capturing Consumer Data in Real Time

The lack of data gathered in real fourth dimension continuously hinders brands from fully agreement and strategically working toward their target audiences. If marketers want to accurately capture the true client experience, they must begin using mobile diaries to let for instant feedback at the points of influence. Mobile diaries provide iii key benefits that surveys and focus groups do not:

one. Higher quality: Mobile diaries provide a method of existent-time recall during the shopping experience. Subsequently, no item is lost due to the passage of time. Whereas surveys rely heavily upon recall, mobile diaries capture the details exactly equally they happen in real fourth dimension.

2. Greater depth: Not only do mobile diaries preclude consumers from irresolute details about their experiences due to the presence of a survey or focus group, but they also preclude any detail from being forgotten and omitted.

3. Greater latitude: Past gathering information from the point of influence, brands are able to capitalize on consumers' initial (first impression) responses. These responses tin often incite additional ideas on how to expand, alter and ameliorate the production or service.

Investing in the brand insights derived from real-time consumer interactions at the point of influence ensures you will accept everything you need to market place to — and engage — your targeted consumer. Utilizing this invaluable information volition ultimately make your business organization a successful i in the long run.