Business Talk: Why Meaningfulness and Hyper-Personalization are The Future of Marketing?

The world we are living is full of information. Every minute, the world has recorded 4 million videos watched on Youtube and 49,000 photos posted on Instagram. Particular in marketing, there are 5000 messages sent per day and marketers have only 8 seconds to attract people’s attention. However, quantity does not mean quality.

Just within APAC area, up to 40% of people are using Ad Blockers and people wouldn’t care if 77% of brands disappear? It proves that the brand and their content bring little value for people in the current value exchange with the brand. This news from Havas Media is the main concern discussed in Solvay Business Talk last July 18.

Marketing must add value to people’s lives through 2 attributes: Meaningful Marketing and Hyper-Personalized Marketing.

Meaningful marketing goes beyond the product. It explores how brands tangibly improve people lives and the role they play in society. Its purpose is to generate business results (like significantly higher KPIs our outperforming the stock market) by inspiring meaningful connections between people & brands.

So what makes brands meaningful? It is a combination of three types of benefits: 41% from Functional benefits (like product quality, delivers, uses, safety and pricing), 30% from Personal benefits (like making life easier, making you happier, bringing more innovative ideas, or simply feeling of life satisfaction), and 29% from Collective benefits (like transparent, ethical, diversity, good workplace,or benefit for the local economy).

Let’s take a look at examples to see how businesses communicate and deliver their meaningful content to the public.

Danone (a world leading food company) has set the Danone 2030 goals, aligned with the UN 2030 Sustainable Development agenda, embed the business, brand and trust models of the company to drive long-term sustainable value creation. Emmanuel Faber (CEO of Danone) said that “At Danone, we believe that each time we eat and drink, we can vote for the world we want”. Those was launched along sides with inspirational video clip “You have power” to deliver this message.

Brand Activism can work under many topics: Sustainability, Gender Equity, Health, etc.

Nike‘s “Dream Crazy” ad with Colin Kaepernick makes its online sales jumped 31% just within 4 days. Two years ago, Colin Karpernick refused to rise for the national anthem, in opposition to police violence in the US. “Believe in something, even if it means sacrificing everything,” was Kaepernick’s tagline. Indeed, Nike is a leader in a brand activism that trigger better personal benefits and inspire consumers. This will make the world a better place with Emotional benefits provided by the brand.

90% of consumers expect brands to provide content in Experiences, Solutions, Entertainment, Stories, Events. The content must drive Personal benefits that can inspire, entertain, educate, inform, help or reward to consumers.

76% of consumers expect companies to understand their needs and expectations. It means businesses should have “individual” data and offer “personalized” offer to consumers. Marketing is, now, moving from 4Ps to S.A.V.EEE

S.A.V.EEE framework focuses on Solution, Accessibility, Value and 3Es: Engagement, Entertainment and Education.

• From Product-oriented to Service/Solution-oriented: Consumers no longer pay much attention on function of products, they only care about solutions for their problems. That’s why business should make sense of customer data to deliver customized offers at scale and generate positive earned media.
• Place transforms into Accessible Experience: Now, people possess not only one mobile device, but two or three mobile devices like mobile phones, tablet or laptop. Going with that, Internet is easily to connect and align with many activities in daily life. As a result, business should take advantages on these trends and integrate into consumer experiencing activities.
• Focus on Value instead of Price: People now concern their personal value more than ever, so they are  willing to pay higher if they feel more values from the brand. But, business in pricing strategy should get balance between Pricing, Profit and Values perceived by consumers.
• It is not only about Promotion. Business should take engagement, entertainment, and education features into account  to create a sense of familiar and trust. This will result in a firm stand of the brand in the mindset of consumers.

Shortly, to not to be in the 77% disappearing brands, marketing has to bring  meaningful content and personalized values to the consumers. Solvay hopes you get satisfied with values and content we bring to audience in the business talk, as well as to Solvay Community.

More academic events is coming. And Master in Marketing and Communication Management is opening for next March. If you’re interested, feel free to contact us.