Modern marketing has only become more advanced with time, and it is only getting harder for brands to set themselves apart from the competition. Two strategies that many companies are now using to get a leg up are consistency and personalization. Although currently only one third of businesses enforce these guidelines, the potential for driving success is abundant.
At the core of brand consistency is exhibiting the same voice, appearance, message, and values across all business channels. Studies show that consumers want this consistency between them and the companies they buy from. So much so that 88% of surveyed businesses grew their revenues by at least 10% with consistent branding. Another strategy used in modern marketing is hyper-personalization. This phrase refers to the use of AI or another powerful software to gather data on users. This data is then used to advise different suggestions or personalized search results for each individual user. Many widely successful companies like Netflix, Amazon, and Starbucks use this personalized strategy to keep users coming back. The vast majority find this strategy appealing, meaning they are more likely to engage and convert with the brand.
The cost of ignoring these strategies is far too high, risking losing consumer interest, loyalty, and sales. The future of marketing lies in the execution and adoption of modern strategies of this nature to drive businesses further.
Source: BrandGuard
