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Consumer Shifts in Direct Marketing Tactics

More than 70 percent of consumers believe there is too much social media advertising, and they are tired of ads that are repetitive and irrelevant. Even though marketers find that these direct marketing campaigns are successful, there appears to be a significant shift in consumer appreciation for digital messaging that is impersonal and fails to adequately meet consumers’ needs. Banner ads and pop-ups are particularly unpopular with customers who are moving towards more personal connections with brands.

Direct marketing tactics allow businesses to connect with potential consumer audiences and open conversations about needs and wants. While it opened a new era in digital marketing strategies, consumers are now favoring more personal and conversational experiences with brands. The emerging trend is forcing marketers to revamp digital marketing efforts and change SEO strategies that utilize heavy reliance on keywords and backlinks. “SEO is no longer just about high rankings on search engine results pages,” explains a spokesperson from Zib Digital. “It’s about creating content that resonates with your audience, optimizing for voice search and ensuring a seamless user experience across all digital channels.”

Today’s consumers expect more information about a brand before they make a purchasing decision and seek advice from multiple social media channels and influencers. Trust is a fundamental element for potential customers who have been misled by irrelevant content that misses the mark. Marketers must now focus additional attention on which channel is likely to open meaningful conversations with a specific and finely targeted audience. An innovative strategy opens new opportunities for brands to increase long-range brand value. According to a survey by Terakeet, consumers are now driving more than 60 percent of the social media and third-party touchpoints with marketers.

Targeted personalized digital advertising creates higher conversion rates, email open rates and higher click-through rates. Companies are learning that a strategy of personalization and customer experience initiatives will enhance engagement. Content that appeals to specific consumer likes, needs and interests will improve the quality of consumer engagement.

Successful tactics produce messages that make prospects feel valued and appreciated. Emily Lyons, Forbes Councils, says “Hyper-personalized marketing is undeniably the defining reality of current and future marketing activities. This is not just a short-lasting buzzword, flashy fad, or momentary mania. Marching to the drumbeat of technological advancement, a drumbeat that is either ominous or buoyant, depending on who you ask, hyper-personalized marketing is here for the long term, and resistance is futile.”

The most successful direct marketing campaigns in the coming year will focus attention on leveraging user-generated content (UGC) to engage an audience. By encouraging customers to share photos, videos, or testimonials featuring products or services, companies can highlight authentic experiences while also fostering a sense of community among customers. This approach taps into the power of collaboration, co-creation, and community building to create a more meaningful connection between brands and the target audience.

Consumer behaviors are historically fickle and dynamic. Marketers should continue to rely on well-proven relationship-building skills and listen to feedback about consumer experiences. Studies indicate that brands that stay on top of changing consumer behaviors and create more personal customer experiences grow a customer’s lifetime value.