Marketing
Forging Lasting Connections Through Impactful Marketing
By Monica Chege
In recent years , there has been a notable shift in consumer behaviour and preferences . Customers have transitioned from simply purchasing products or services to a more nuanced consideration of supporting companies that align with their personal goals and aspirations .
The link between consumer values and brand purpose has significantly grown in the last decade and altered the marketing landscape . This shift has led to the emergence of new marketing strategies and a re-evaluation of traditional approaches as companies strive to connect with their customers on a deeper and more meaningful level .
While the quality of product or service remains paramount , customers are increasingly using their money to effect the change they want to see . According to a 2023 Deloitte Report - “ Buying into Better : Shaping tomorrow ’ s consumer today ”, customers are buying into better by choosing brands that align with their values and needs . Additionally , customers are demanding that companies demonstrate an unwavering commitment to purpose , trust , transparency and innovation .
Companies and marketers who want to succeed in this new era must therefore move from transactional interactions to create immersive brand experiences .
Emotional connections are the bedrock of lasting relationships . Companies that are centred on empathy and a genuine desire to enhance the lives of their customers will not only secure brand loyalty but also establish relationships that stand the test of time .
One way that companies can foster connections is by harnessing the power of data-driven insights to understand individual preferences , behaviours and needs . Data-driven insights will not only fuel innovation in product development but also enable companies to develop and deploy campaigns that resonate with their target audience . Additionally , leveraging data insights will deliver relevant and meaningful experiences that build a sense of trust as customers feel understood and valued .
For instance , Jubilee Health Insurance provides new mums with a complimentary ride home after delivery to ensure they feel genuinely cared for . This thoughtful gesture goes beyond the traditional realms of health coverage , showcasing an understanding of the unique needs and challenges that come with the postpartum period . By anticipating and addressing the customer ’ s practical needs , this initiative is enabling our company to create an emotional bond that transcends mere transactions .
Secondly , brands can create emotional connections with their various stakeholders by playing a positive role in the society . Research shows that reducing environmental harm and standing up for social issues are two of the main expectations consumers have of the businesses they buy from .
Addressing pressing societal challenges will demonstrate a brand ’ s commitment to something beyond profit while resonating with socially conscious consumers . Companies that desire enduring success must ensure authenticity in their corporate social responsibility ( CSR ) activities . Such initiatives must be centred on a company ’ s commitment to make a positive impact on social and environmental issues . Our company has reaped the benefits of deploying CSR strategies that enable our stakeholders address various health challenges .
Last year , Jubilee Health Insurance deployed the Afya Mashinani Initiative that provided undeserved communities with access to free health education and quality healthcare services . This initiative offered medical consultations , screenings and other necessary healthcare support to over 10,000 residents in Nakuru and Naivasha . The recognition of this initiative by the Marketing Society of Kenya as the 2023 Best Brand PR Campaign is a seal of approval and a demonstration of the impact of authentic CSR activities .
As we embark on the new year , I would like to urge my fellow marketers to continue to craft campaigns that fundamentally redefine our consumers ' lives while demonstrating tangible returns on our investments . Let us set a new course for 2024 , prioritizing impact for not only our various industries but also for the lives we serve .
Monica Chege is the Head of Marketing , Jubilee Health Insurance and 2023 MSK Marketer of the Year . You can commune with her on this or related issues via mail at : Chegemonicah @ gmail . com .
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