Innovation, segmentation, and added value content. These three endpoints will define the relationship between brands and their target audiences. In the digital era, consumers have access to different sources of information, and look for brands that possess qualities to be admired: brands that are transparent, real, and honest.
And what id the key to this? Listening to your audience and understand it, to improve the capacity for empathy, and boost segmentation. Professionals must fine-tune the ways to find the perfect audiences to maximize campaigns. In sum, the objective is to improve the lifestyle of the target, and content customization comes first, though not at all costs. Contents must be interesting and suit the brand’s principles, so it becomes more valued and less intrusive.
Beatriz Romero, Digital Director at beon. Communication
