Marketers must go beyond transactional messages and focus on building long-lasting customer relationships.
With consumers yearning for deeper connections with brands before making a purchase, marketers must use brand marketing to earn customers’ trust and performance marketing to activate purchases. According to an IBM study, over 50% of consumers make purchases based on trust.
Brands must use brand marketing to establish trust with customers while generating transactions and then go on to foster brand loyalty. Focus on using brand marketing to evoke emotional responses in consumers.
Next, use performance marketing to encourage them to make their first or next purchase. Brands must ensure that they continue reinforcing trust in existing customers and building trust in potential clients. To this end, marketers can also use the emotional triggers they incorporated in their brand marketing. This way, brands can build long-lasting relationships with their customers and also convert newer audiences.
[4 minute read]