Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
Skepticism. As you will discover, trust in brands continues to plummet especially among Gen Z and Millennials. Connections with today’s consumers are made through evidence of empathy. i.e., How well does the brand relate to the target audience’s struggles (pain points).
Brand Affinity Challenges
Before
Now
Basis for Value Perception
Genuine Community Contributions Community Invite to Share Experiences
Framed Scenarios
Rally Cry to Support Brand
Brand Community Role
SUMMARY OF INBOUND MARKETING PARADIGM
To build strong consumer relationships and stay competitive, we must change our marketing approach. In an information- overloaded world, traditional product claims are less effective, so we use storytelling and inspirational messages. As summarized in this study sheet below, brands need to align with audience values and address social issues to stand out. With growing skepticism, especially among younger consumers, brands must show empathy and understand their struggles. Lastly, since consumers can easily ignore unwanted messages, brands need to be invited into conversations and communities
Brand Affinity Challenges
Before
Now
Credibility of Ad Arguments
Basis for Belief and Trust
Story Realism
Superior Product/Service Benefits
Shared Values Rooted in Shared Struggles
Brand Persuasion Appeal
Evidence of Understanding
ExplaineEdmpathy
DisplayeEdmpathy
Consumer Control . Audiences can easily tune out unwanted messages. So, gone are the days where audiences seek to join big brands and support their rally cries. Today, brands must be invited to their audiences’ conversations and communities as was the case for Dove.
A ccruing relational capital vs. closing deals
M eaningful inspiration vs. entertainment
D emonstrating vs. claiming value
R ousing emotions vs. drawing attention to value propositions
N arrative vs. argument persuasion
K eeping fewer customers longer vs. backfilling attrition
U nderstanding persona pain points vs. demographic attributes
E mphasizing trust behaviors/attributes vs. 4P's
D M A R
T argeting universally shared values vs. social identities
K
O ffering empathy vs. answers
N
U
E
I dentifying opportunities for audience-ledvs. brand-led communities
B uildingrelationships vs. sales conversion shortcuts
O
T
B
I
N on-invasivevs.
G etting audiences to know, like, and trust" vs. "buy now" from you N udging/escorting vs. pushing audiences through buyer decision journeys
INBOUND MARKETING
interrupting content
N
N
I nterest-based vs. volume-based marketing
I
G
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