This is because we find ourselves in an advertising era defined by creepy, stalker-like marketing behaviour. Website popups, auto-play videos, push notifications and remarketings 'stalk' consumers with the same ads
everywhere they go and this type of marketing forms part of most digital strategies.
While we are not disputing their place in the marketing mix (they do, of course, serve a purpose and give a favourable ROI), brands often go overboard and start to freak people out with
too many of these techniques
too often. It gives consumers that 'am I being listened to?' feeling.
'Push' marketing has become off-putting
A survey that was conducted on privacy and personalisation in marketing found that
68% of people will tell friends or family about a 'creepy' brand experience, which ultimately results in negative word-of-mouth and a reduction in engagement and brand trust.
For many people, ad blockers have become a standard part of browsing online, with one report estimating that 30% of global Internet users use ad blockers.
There's a sense of distrust in social
Another negative factor holding push marketing back is the proliferation of 'fake news' and consumers becoming increasingly sceptical to what they are being exposed to. From misleading clickbait headlines to phoney reviews, people are wising up to what is being pushed to their devices.
However, there is a silver lining and for many brands as reward-based marketing is earning its stripes.
2020 is the year of reward marketing
Instead of digital marketing being centred on push marketing tactics, customers should be the centre focus of all marketing strategies. This year, we saw this kind of marketing first hand when Facebook introduced its new 'Top Fan' update, which rewards the consumers who like and engage with brand content more frequently with a digital 'Top Fan Badge'.
With this new feature, brands can easily connect, engage and communicate efficiently to drive more interactions. Some brands have even started building monthly loyalty campaigns to reward consumers with product hampers or gifts for the highest engagement within the month.
'Top Fans' can also act as brand advocates and generate influence and impact on others. Most remarkably, brands were given the invaluable opportunity to conduct focus groups or surveys with these top fans to garner insights for future campaigns and launches.
Another example of a rewards-based model that is
finally making headway in South Africa is affiliate marketing, where influencers who help to drive sales for a product are rewarded with a portion of the sales that they make directly. Their followers also get a discount code from the brand.
More than just a Badge
The 'Top Fan Badge' is a brilliant and cost-effective way to foster authentic engagement and interest from consumers, and is a great indicator that consumers like being rewarded for engaging with brand content.
It raises the question: Why are they not being rewarded for every 'Like', click, share and comment? Consumers are doing
all the hard work — they are using
their data to log on to Facebook, where they are served your ad, which they are
expected to respond to. However, as the 'Top Fan' example has shown, they may be more encouraged to watch and share if they are rewarded in some way.
Brands need to start rewarding consumer engagement
In an international study, it was found that 75% of consumers want to be rewarded for watching and engaging with content like videos and surveys. Brand Hubb would be an example of this implementation.
Although it is primarily an e-commerce store, the business was founded on the idea that ordinary people should be rewarded by brands for sharing and engaging with their content and surveys.
When consumers engage with a brand's content on the Brand Hubb website, they are rewarded with 'Me Bucks'. This is a digital currency that they can use to purchase items in store.
Everyone loves freebies
Rewarding consumers for engaging with brand content can help businesses drive consumers further down the funnel toward purchases. It also helps brands key in on your best customers and offers something they will
genuinely value.
It is our belief that the rewards-based pull marketing strategy is going to change the face of marketing in 2020.
For more information, visit
www.brandhubb.com. You can also follow Brand Hubb on
Facebook,
Twitter or on
Instagram.