"Mobile and digital advertisers are increasingly raising expectations around efficiency, accessibility, and convenience for consumers but for brands seeking long-term loyalty, it isn't enough just to meet needs. Marketers need an engaging long-term conversation to create meaningful, human connections with consumers. By humanizing their brand, marketers can establish deeper relationships to help set their business apart in a massively oversaturated market. Creating marketing which resonates with customers leaves a lasting impression, serving the brand well in the long-run."
"Studies have shown that people want to invest their money in businesses that have emotional relevance to them, a statistic which has signaled the rise of cause marketing across the business sector. It can and should also be applied to brand marketing: in the definitive survey conducted by Braze and Forrester Consulting, findings showed that consumers heavily favor brands who successfully demonstrate their humanity. As much as 57% of consumers said they would be more loyal to a human brand."
Mobile and digital advertising raises consumer expectations for efficiency, accessibility, and convenience, but meeting functional needs alone does not secure long-term loyalty. Brands must foster engaging, long-term conversations and humanize themselves to build emotional connections and differentiate in oversaturated markets. Emotional relevance drives consumer investment and fuels cause marketing, and research from Braze and Forrester shows consumers favor brands that demonstrate humanity, with 57% more likely to be loyal to a human brand. Prioritizing emotional relationships and aligning campaigns around target demographics increases lasting impression and long-term business value. Thorough audience research improves campaign relevance and conserves resources.
Read at The Drum
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