然而许多营销人员忽视了品牌在购买过程中与

Akteteity

其受众建立的关系——忠诚于品牌的情感部分。情感忠诚超越了交易行为，挖掘了潜在的动机和根深蒂固的信念。研究发现，在终生价值的基础上，情感联系的客户的价值是  高度 满意的客户的两倍多 。因此，尽管许多营销人员忙于收集大量数据并分析实体店、电子商务、忠诚度计划和第三方渠道等各种系统的活动——所有这些都是为了提高满意度——但他们却错过了机会以获得真正的竞争优势。

有情感联系的消费者会购买更多的产品和服务，更频繁地访问，表现出较低的价格敏感性，更加关注内容，遵循建议并向他人推荐品牌。另一项研究发现，  70% 情感投入高的消费者在这些品牌上的花费是情感投入低的消费者的两倍。事实上，他们发现，通过推动与消费者的情感互动，零售商的年收入可以增加 5%。部署情感忠诚度策略并优先考虑客户体验的营销人员会发现它可以带来有意义的财务成果。

我知道你可能在想什么。当我几乎无法让消费者打开电子邮件时，如何建立情 马耳他电话号码表 感联系？人们不断地受到争夺注意力的内容的轰炸。当你终于冲出重围，得到消费者的眼睛或耳朵时，你怎么能不抓住机会要求销售呢？

事实上，情感联系对于维持市场份额与旨在鼓励重复购买的传统忠诚度策略同样重要。为了让品牌拥有长期的持久力，营销人员必须针对这个“中间地带”采取专门的策略。

让您的网站成为由零方数据推动的个性化参与目的地




在过去的十年中，品牌网站已经从信息收集热点发展成为具有电子商务、视频共享和社交整合等多种功能的优雅数字产品。然而，这种核心数字资产通常停留在广播模式，这会导致交互平淡、乏味，从而失去消费者的注意力。为了提供满足情感需求的参与度，品牌必须首先了解这些需求是什么。这就是为什么零方数据策略在整个客户生命周期中至关重要。营销人员对使用第一方和第三方数据变得越来越谨慎，因为它们可能特别不可靠。因此，零方数据走到了最前沿，并在捕捉价值观、偏好和行为等洞察力方面蓬勃发展。更好的是，

这是一个将您的品牌在线形象转变为所提供的数据和所接收的价值之间积极、透明的反馈循环的机会。为了提供有形的价值交换，在购买之间触发情感动机，营销人员应该提供愉快的体验，使他们能够同时收集基于价值的个人信息。这可以包括民意调查、测验、调查或客户故事。然后，营销人员可以利用这些信息进行品牌互动，突出消费者共有的价值观，创造独一无二的体验，让人们感到受到重视、特殊和赞赏。

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