Conversational Marketing, the New Reality of Authentic Brand Communication – an InsightzClub article

Marketing has developed drastically over the last decade, thanks to the evolution of technology and meeting demands of impatient consumers. Yet, most brands still lag in their customer’s needs by depending largely on one-way communications, largely text-based campaigns. 

In the article InsightzClub reviews the role of conversational marketing in today’ context.

The primary goal of conversational marketing is to enhance user experience through a feedback-driven model that promotes higher engagement and greater loyalty. While chatbots have many benefits like 24-hour service, instant responses to inquiries, and answers to simple questions, they still cannot replace the real-time, relevant, immediate responses that are provided by an actual human being. For instance, what if there is a product/service that is not the right fit and the target wants to explore an alternate product or service? In this scenario, it is always better as marketers to stop talking at our customers and invite them to have a dialogue instead. The solution is conversational marketing.

Conversational marketing can be incredibly beneficial in many ways. It is an automated conversation with website visitors – we can ask them different questions based on their previous answers to give us specific details about them. In short, personalization. Basically, treating them as individuals and inviting them to a real-time two-way conversation. This way marketers could listen to customers and cater to their specific desires. On top of that, this provides a platform where information can be accessible to them more conveniently and delivered via the channel they prefer.

In order to use conversational marketing effectively, you first choose your channels and define Q&As, then personalize the conversations based on customer behavior and finally ask for feedback to understand weaknesses and promote more meaningful interactions. Hence, enhancing customer experience.

To conclude, by taking a human-centric approach, brand managers can encourage higher engagement, provide a more tailored experience, and sell more products while promoting higher consumer satisfaction. Allowing customers to ask questions is the steppingstone towards a successful conversational marketing strategy.

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub or our solutions reach out to InsightzClub.

Why Sustainability Marketing is the New Gold in Marketing?- an InsightzClub article

Carbon footprints, greenhouse gases, climate change…. We hear these words now more than ever before. Being sustainable is the need of the hour. With companies consciously trying to move towards a more sustainable path, this eventually has paved a way for a new era of marketing – sustainability marketing. Sustainability is becoming more a paramount for all companies, across industries. 

 In the article InsightzClub reviews the role of sustainability marketing in today’ context.

While sustainability marketing is a superb way to promote the eco-friendly aspects of your company, be absolutely sure that you get it right. Currently, companies use two tactics to promote themselves – its genetic makeup and the other is sustainability marketing. Genetic makeup is easy and a natural way to promote the company to stand out in the market. The latter can be both a product and a brand marketing strategy. 

Sustainability helps create long-term value by giving the company direction in its operation by considering ecological, social, and economic factors of the environment. While the need for corporate responsibility increases and transparency becomes more prevalent, companies are recognizing the need to act on sustainability. To name a few companies of different sectors who are leading in the game, we have – 

  • Sports apparel – Nike and Adidas:

Nike is focusing on reducing waste and minimizing footprints. Adidas is focusing on creating a greener supply chain and specific aspects like eliminating plastic bags.

  • Retail – Walmart and IKEA:

They have moved towards sustainable retailing and taken active steps to reduce waste, increase resource productivity and optimize material usage. 

  • Biopharma – Biogen and Novo Nordisk:

Both are working towards energy efficiency, waste reduction and other ecological measures. 

These firms are embarking on a more sustainable journey by making strong commitments to sustainability. Hopefully, they can set an example to all firms who wish to follow suit over the next decade!

To conclude, we can undoubtedly say that sustainability marketing strategy has evolved over the times. The new era of sustainability marketing strategy has begun and companies are integrating it into their strategies to beat intense competition in the market and at the same time being responsible in promoting a greener and healthier planet.

InsightzClub is a tech consumer insights firm with multiple consumer insights solutions using active and passive data.

Environmental consciousness is increasingly affecting consumer purchase behaviour- an InsightzClub Study findings

Climate change is arguably the greatest threat facing humanity. The responsibility to minimize our impact on the environment falls upon everyone of us. Brand have sought to capitalise on the ‘eco-friendly’ trend. Intentions are difficult to ascertain, but it has contributed to more responsible purchasing behaviour. InsightzClub, a tech-based market research start-up, investigates consumer behaviour towards the environment in South East Asia. 

Environmental responsibility is one of the many hallmarks of the current generation of consumers. When asked to identify the level of concern towards the environment, all responses indicated some concern. 70% of users were at least moderately concerned about the environment. This is useful data as it shows that concern towards the environment is high. For marketeers and brands, it can be used to orient marketing campaigns towards a more environmentally friendly agenda to resonate more with target audiences. 

Among our participants, 80% occasionally recycled. It might be accounted for by the recycling regulations that are beginning to take hold in countries across South East Asia. Singapore is also quite strict when it comes to reducing pollutants and ensuring an efficient recycling process.

In our study, 66% of consumers reported that they generally preferred purchasing products that claimed to be eco-friendly. Only 12% did not prioritise eco-friendly products. These values further reduced when asked about the brand. Responses indicated that brands with eco-friendly marketing and/or initiatives were preferred 80% of the time. 

Preference towards eco-friendly market offerings may be explained by how consumer’s feel about their environmental responsibility and the impact they can make through consumption. Eight in ten consumers reported that they felt their individual actions can contribute to improving the environment. Only 4% disagreed with the statement. Furthermore, 56% claimed that their current purchasing behaviour was contributing to a healthier environment. When asked to identify personal efforts in reducing their environmental impact, reducing plastic, water, and electricity consumption were the most selected options.A highly positive indicator is that 80% of respondents were willing to spend more on products that lowered their impact on the environment. 

Consumer sensitivity to environmental issues has developed purchasing behaviour targeted at more environmentally conscious market offerings. While brands may be able to capitalise on this, it is imperative that brands approach this advantage responsibly, keeping in mind the overarching objective of the campaign – improving the environment. 

To know more InsightzClub and insights on changing consumer behaviour reach out to InsightzClub.