Make consumers feel a sense of commitment towards a brand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 21, 2021, 2:18 AM UTC

For this, engage consumers regularly.

This article shares principles of persuasion by Robert Cialdini that can be used to improve email marketing efforts. Brands must be reciprocal by providing relevant, delightful and useful content to users in exchange of their contact details.

By leveraging dynamic content that shares latest product pricing and product availability information, create a sense of product scarcity that could nudge consumers to buy. Smartly done data collection and management of the same opens up opportunities for brands to showcase themselves as credible, authoritative experts in their industry.

To get customers to feel a sense of commitment to a brand, aside from having shared contact details, get them to enter a competition, fill out a survey or follow the brand on social media. Over time, such interactions can make consumers feel like they’re part of the brand’s community.

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[6 minute read]