BY GINYN NOBLE

In today’s oversaturated advertising market with all its overwhelming and confusing messages, consumers have never been more distrustful of brands. In this kind of climate, how can a brand earn its consumers’ loyalty and become a bigger part of their lives? The answer is a marketing strategy that focuses less on what you have to sell and more on what you have to say and how to say it effectively. When you practice an audience-first marketing approach…

Brands listen to their consumers and get to understand them better.


A key part of communication between a brand and its consumers is listening, and it’s the brand’s job to know what they most often respond to. By listening to your consumers and understanding their habits, values, and decision-making process, you are in a better position to create content that resonates with them. Knowing your consumers well not only strengthens their engagement with your brand but also makes it stand out in a cluttered market.

Consumers learn and become more trusting of brands.


By pushing only for product and price like most traditional advertisers, you’re not allowing your audience to see how your product relates to their beliefs and values. More than anything, brands must learn how to tell an authentic story that consumers can identify with and will sincerely care about. Establishing an emotional connection with your consumers leads to brand affinity, and, in the long run, growth in sales.

Understanding consumer behavior and practicing an audience-first marketing approach are two topics that will be widely discussed at the Summit Digital Conference 2017, which will take place on August 8, 9:00 a.m. to 4:00 p.m., at the Samsung Hall, SM Aura Premier. Kindly get in touch with your Summit advertising manager for more information about the event.

Ginyn Noble is a Native and Social Media Editor for Summit Media’s brand marketing unit, StoryLabs. Her vast experience in conceptualizing, producing, and promoting branded content for Summit’s top advertisers has given her important insights on the types of content that works for different demographics.