Creating emotionally resonating content can help brands retain customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 22, 2019, 10:37 AM UTC

Research by Bain & Company found that a 5% increase in customer retention typically results in 25% more business profit.

This piece recommends that brands should create emotional content that resonates with the customers as audiences usually engage with content that evokes contextual emotion. To develop a long-term relationship with customers, brands should help them solve real-world problems through ads that teach or adds value.

A Pew Research Center study revealed that a majority of Americans get some of their news from social media platforms. Brands can use this trend and provide their audience with the latest news and agreeable opinions to strengthen their relationship.

Brands should also leverage inspirational content to retain their customers. GoFlyy’s founder Joresa Blount said that inspiring content builds a “relationship” with the audience, which can’t be “easily broken”.

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[6 minute read]