Connecting with consumers on an emotional level can help brands build consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2020, 5:08 PM UTC

According to a Forrester survey, the way consumers feel is 1.5 times more likely to influence their decisions.

This article states being authentic and transparent allows brands to build consumer trust, understand their purchasing decisions and emotionally connect with them. By emotionally connecting with consumers, marketers can have honest conversations and address consumer pain points along the journey.

Companies can connect with consumers effectively and gain their perspective by asking them to participate in surveys. Brands should pursue an in-depth understanding of their consumers and markets while looking out for emotional triggers.

Marketers can also leverage post-sale surveys to evaluate consumer sentiment towards a brand and effectively calculate net promoter score (NPS). The author contends understanding how consumers feel about a brand can help companies forge brand trust.

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