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29 November 2018

A Closer Look at Meaningfulness and Consumer Loyalty

It’s well established that in today’s market, meaningful brands perform better than their competitors in sales, customer perception, and many other key metrics. Furthermore, according to Havas Group’s “Meaningful Brands 2017” report, there is a direct correlation between being meaningful and creating content that resonates with consumers. That’s why creating meaningful content is so important to make your brand stand out.

As David Beebe, Marriott’s VP of global creative and content marketing is quoted in the report, “We need to stop interrupting what people are interested in, and become what they’re interested in.”

We took a deeper dive into this report to summarize its key highlights and how it can help your business grow.

Meaningfulness and How it Affects Your Brand

Creating meaningful content and consumer touchpoints for your brand are the best way to build authenticity in a way that resonates with your audience. Building an ongoing dialogue will drive loyalty for existing customers and referrals for new business.

In fact, according to the report, 84% of consumers expect brands to provide content. But how do you create meaningful content? Where do you start?

The report outlines five simple, easy-to-follow steps to creating meaningfulness:

  1. Understand what matters to people and what they expect from your industry

  2. Understand the types of benefits that you currently deliver.

  3. Define the type of role you want to play in people’s personal or collective wellbeing.

  4. Activate through an appropriate mix of touch-points, content, and experiences.

  5. Measure and amplify.

These steps can be applied to anything your brand delivers to consumers, including content or experiences integrated directly on your product. A perfect example is product authentication technology: the best results come when you understand your consumer needs, design a service that helps them, and deliver it on a touchpoint they value (read: their smartphones). Get it right and you’ll have more than “brand protection”. You’ll have a meaningful consumer experience that boosts satisfaction, brand trust, and loyalty.

How does Retail Compare to Other Industries?

The report also includes breakdowns of how different industries compare to each other.

Many of these principles are best practices across all industries, but let’s look at retail specifically.

Retail is considered the #2 industry where meaningfulness matters. These days, consumers are looking at brands holistically in a way they never did before. It’s no longer just about your products looking good and working well, but it’s about your brand as a whole being one that consumers feel good about doing business with. With all the information available at their fingertips, they’re looking at your sustainability efforts, how you treat your employees, how you present yourself on social media, and more to learn not just about your products, but about who you are.

This is why content is king. Consistent messaging about who you are and how your products will make consumer’s lives easier makes a world of difference for your brand recognition and customer perception.

In fact, in 2017 retail was the #9 best industry in content effectiveness. What does that number tell us? Making the top 10 is quite an accomplishment, and something retailers can be proud of. But it also tells us that there’s plenty of room for improvement!

You can read the full report here.

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