Leverage passion points to scale personalised experiences – Itua
By Felicia Nwosu
Aizehi Itua, Head of Brand Marketing Communication & Digital Experiential Business at Connect Marketing Service has challenged brands to create a more personalized experience through the development and application of marketing strategies that focus on satisfying customers’ unique needs by delivering tailored, meaningful and relevant business offerings that provide solutions to their needs.
Itua also averred that it is critical for brands to understand what values their target customers hold and how this influences their indulgence. The digital expert stated this on his LinkedIn page while urging brands to leverage Passion Points as the tool for scaling personalised experiences.
The digital expert noted that, as the festive season draws closer, brands are looking for viable options to create new and exciting ways to engage their customers whilst putting into consideration their contributions to the bottom line. He said indulgence is social, which is why brands need to be more social to convert by basically meeting them when they are most excited.
As a consumer-centric personality, he called on brands to demonstrate their understanding of the consumer through passion points as a means of proffering solutions to their unique needs while using their products or services. He revealed that personalisation is one of the most effective and subtle strategies to drive excellent user experience and foster brand loyalty. The creative and marketing expert noted that people tend to gravitate towards brands that understand and recognize their individual needs.
“I often talk to my team about implicit egoism. This “jargon” means you unconsciously tend to purchase products that are more like you. This is the primary driver of personalization, a concept that is influenced by consumers’ changing purchasing and content consumption behaviours.
“According to YouTube 2022 culture and trends report, 65% of Gen Z agrees that the content that is relevant to them is more important than the content that a lot of other people talk about. The question of how we then create hyper-personalized experiences for several individuals comes to light. This is because businesses rely on scalable ideas to thrive. This resulted in the concept of scaled personalization, achieved through proper segmentation using “common grounds,” which are similar behavioural and psychographic traits. This has inspired Sterling Bank’s “One Customer Bank” campaign messaging and MasterCard’s priceless campaign, to mention a few,” he said.
Itua added that data, technology and digitization enable customers to spot these similarities and target identified groups precisely.
“We often tend to let down our guard when we see anything familiar. One part of these “common grounds” will be social values and passion points. These elements are inextricably linked to culture. Culture as we know it is fueled by popularity. As a result, it is critical for brands to understand what values their target customers hold and how this influences their indulgence.
“Experiences can therefore be created to drive connections. This will result in increased brand affinity and brand loyalty. An example would be the Ubuntu culture of Africans, which thrive on the values of love, loyalty and trust as the basis for socialising. Brands in the FMCG and even financial space have used this as rationale behind their groundbreaking properties and campaigns,” he added.
He maintained that as close as the world has become through the intervention and disruption caused by globalization and technology, society is becoming more self-oriented and individualistic.
“Product trials and increased sales should be the goal for indulgence. The channel must be strong enough to ensure that the product is available at the point of sale while other experiences deliver on the brand promise in a world of uncertainty and increased volatility,” he concluded.
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