Why do customers really choose one brand over its competitors?
Customers choose one brand over its competitors for a variety of reasons, but at the core of it, it comes down to their experience with the brand.
The customer's brand choice is driven by a multitude of factors, but the most important of them all is their experience with the brand. The brand that provides a positive and memorable experience is more likely to be chosen over its competitors.
Customers are not influenced by the sheer volume of marketing activities that a brand undertakes. It's not just about running ads non-stop, ranking #1 for any number of keywords, publishing a large number of articles per week, or showing up in their inbox every day. While these are all important components of a marketing strategy, they will not make a lasting impact on the customer if they do not add value to the customer's life.
Ads that don't feel like ads are more likely to grab the customer's attention and leave a lasting impression. Ads that are relatable and solve a problem that the customer is facing are more likely to be remembered and acted upon. Instead of bombarding customers with irrelevant and annoying advertisements, brands should strive to create advertisements that are useful and relevant to the customer's life.
Content that matches the customer's intent and provides real value is more likely to be appreciated by the customer. Brands should focus on publishing content that helps the customer solve a problem or achieve a goal. This will create a positive association in the customer's minds and make them more likely to choose the brand in the future.
Emails that offer added value are more likely to be opened and acted upon. Instead of sending generic emails that do not provide any value to the customer, brands should strive to send emails that offer valuable information or exclusive deals to the customer. This will create a positive impression in the customer's mind and make them more likely to choose the brand in the future.
In conclusion, it's not just the marketing activities that a brand undertakes that influence the customer's brand choice, but rather the experience those activities create for the customer. A brand that provides a positive, memorable, and value-adding experience is more likely to be chosen over its competitors.