I recently came across an article that outlined the three myths of what customers want. I found it to be very interesting. In my opinion, it was truthful in a sense, but it definitely cannot apply to every brand out there.
A lot of brands, especially lifestyle brands, thrive on establishing and communicating with their community. As such, they do not call them customers. If anything, they are brand ambassadors (
I love that term, in case you haven’t noticed yet).
Check out the article below. It is apart of a three part series, so I encourage you to check out the other articles as well!
What do you think? Is there any truth to the three myths the author cited?
Most marketers think that the best way to hold onto customers is through “engagement” — interacting as much as possible with them and building relationships. It turns out that that’s rarely true. In a study involving more than 7000 consumers, we found that companies often have dangerously wrong ideas about how best to engage with customers. Consider these three myths.
Myth #1: Most consumers want to have relationships with your brand.
Actually, they don’t. Only 23% of the consumers in our study said they have a relationship with a brand. In the typical consumer’s view of the world, relationships are reserved for friends, family and colleagues. That’s why, when you ask the 77% of consumers who don’t have relationships with brands to explain why, you get comments like “It’s just a brand, not a member of my family.” (What consumers really want when they interact with brands online is to get discounts).
How should you market differently? Read more here.