Brand loyalty is becoming increasingly difficult to establish and maintain. People make purchasing decisions based on their needs and perceived benefits - not on a label or a previous purchasing decision.
But once you have succeeded in charging a brand with such benefits, so to speak, and establishing real trust (also through personal relationships!), then the user and buyer are grateful for such a beacon in the flood of offers.
9. When you say “findability,” you shouldn’t just think of Google.
Search engine optimization with useful content is often neglected, as is the bank data importance of mobile compatibility, loading times and other factors for Google ranking. But what companies often completely forget is that people often move in the more or less closed universes of a platform and search directly for keywords and topics there. Direct searches on YouTube, for example, have become dramatically more important.
Hashtags on Instagram determine how well photos on a topic are found. However, too many or incorrectly used hashtags are counterproductive, even in other social media. There will be a lot of activity in this area in the future, and you should pay enough attention to it.
10. Users are running away from marketing – for reasons.
As soon as a new social network opens up somewhere or gains importance, marketers jump on the bandwagon: How can advertising messages be placed in the app that users use to communicate? How can brands penetrate closed circles? When will ads be offered on this new platform?
Users are fed up with all the advertising. They do everything they can to block out marketing noise. They want to buy something when they need it. Personalized advertising is one option, but it is still in its infancy in Germany. Numerous expensive campaigns with such differentiated but rarely fully exploited targeting options on Facebook, for example, speak volumes. (At least for those who are listening. The others are just wondering why their advertising money is being wasted.)
In fact, in this digital flood, only the company that builds trust ( also through faces !) and attracts (potential) customers and recommenders can score points. Most of the rest is often just a race with the users, which is often quite expensive.