How Brands are taking consumer engagement to a new level through personalization?

The path to purchase for consumers of today has changed significantly since 2020.

Most purchase decisions are no more made by visiting a store but they are discovered online through the internet on mobile or machines.

The comparison between different products or services are made in the online space itself and the journey from consideration to purchase goes through a large number of digital touchpoints each making a certain level of impact on consumers who when interacting with brands during these moments form an image about them.

Today, consumers have unlimited access to the internet and more than 52% of the internet traffic is mobile-based.

Their use of technology shapes their decisions to make purchases. Even when they are not going through a process of shopping, they access their mobiles to flip through internet pages, messages, shares, and even promotions for brief moments of 30 seconds, called micro-moments.

An average consumer could be experiencing more than 150 micro-moments in a day. These micro-moments could be triggered by their needs to know something, go somewhere, buy something, or do something.

These micro-moments can serve as a great opportunity to create an experience by providing them small nudges by delivering them content that meets their momentary needs. Brands today are using these moments as the opportunity to deliver personalized but non-intrusive marketing where consumers are connecting with the brands in their personal space but without any push for action for purchase.

One of these micro-moments is when a consumer scrolls through the visual messages sent to them by their friends during conversations on mobile applications such as Snapchat. Any sticker, meme, GIF, or emoji that creates an instant connection with the emotions they want to express immediately likes, responded to, and even download for further usage. Around 92% of the users online use emojis today and 10 billion are shared daily. Over 55% of Gen Z and Millennial use memes every week. Over 71% of mobile users add emojis, stickers, and GIFs to their messages shared.

In these personal moments of conversation, brands have found an opportunity to deliver personalized visual content to users that create high engagement with brands. This non-intrusive way of interaction between brands and consumers in day-to-day conversation moments is called conversation media marketing. This way of marketing is so personalized that it serves the very specific need of consumers to express a targeted emotion or message through visuals.

If you are discussing an upcoming match that your friend could be playing the next day. The sticker from the DHL Logisticky pack would be perfect to encourage your friend during an online conversation.

When you are chatting with someone who is telling a story with not so happy ending might be responded to with a sad expression, the simple but highly expressive ‘Oh No’ emoji from Coca-Cola would do the job.

Two friends in a mood to enjoy togetherness by going out for a pizza bite could be discussing the plans over the chat and the suggestion to eat pizza can be given using a creative pizza GIF like the one created by Dominos.

A happy birthday wish to a friend deserves to be delivered especially. A simple message would not make the communication exciting enough but with the use of a GIF-like bubbly can, a user can wish a friend in a fun way.

Your consumer would want to start a morning conversation with a power-packed Good Morning message that communicates not just the formal wish but also the emotion of excitement. What better way would be to that than using the powered GIF from Duracell? 

Memes, another great way to communicate emotions that are also used by brands with a viral message that is mostly humorous and is easily relatable to a wide audience. 

The meme above is from Comedy Central, a sadistic sarcasm that can pull the triggers well in the current scenario of the epidemic.

The meme above by Mentos can be used by anyone to appreciate someone for an achievement. While the meme can be applied to any context, the brand visibility is very high with the packet shown in the picture.

There are some pretty good reasons why these marketing tactics work well in engaging people with the content created by the brand

●      They make the message more emotional and easy to understand which enhances engagement

●      They are organic and do not have to be paid for usage in conversations which makes them easy to start using

●      They are easy to engage with for the users on the mobile app as they are readily available

●      They make any conversation chirpy.

If you are a marketer targeting Gen-Z and Millennial, you will already know how personalization through these visuals tools can help you create brand awareness through high engagement for a brand. Just use the right tactic, format, and conversation that can make it easy for you to blend in your brand in the communication idea without appearing promotional so that users have no resistance in sharing your content.

To do this professionally, so you get the best results, companies like Bobble AI and Tenor can help you create targeted visual messages and also distribute them to a wide number of mobile users.