Marketers face a paradox: the more they know about their consumers, the less they seem to truly understand them. Gareth Brock, co-owner and head of strategy at Because ANZ explores why brands must go beyond raw data and cultivate authentic intimacy by engaging consumers as people, not just numbers.
Stop mistaking information for intimacy
Data is more abundant than ever but marketers are struggling with a paradox: the more they know about their consumers, the less they seem to understand them. They have mistaken information for intimacy, confusing the raw metrics around consumer behavior – search queries, site traffic, and purchase histories – for genuine insight into their customers’ lives. If brands want to truly resonate with consumers, they must evolve beyond data collection and cultivate authentic intimacy.
Metrics show the what, but miss the why
Marketers have relied on data analytics to guide their strategies for years. Metrics like engagement rates and transaction histories are coveted for their ability to offer a glimpse into consumer preferences. But these numbers only represent the surface of consumer behavior, they fail to capture the deeper motivations and desires that drive individuals purchase intent. The danger of data overwhelm looms large and in the pursuit of understanding, brands risk drowning in a sea of metrics that provide little actionable intelligence.
A prime example is the ‘How did we do’ survey. We’ve all had them. Often they are annoying, ill-timed or irrelevant. A recent example I experienced was for windscreen wiper blades of all things. Wipertech is an amazing online business that quickly and easily sends out replacement wiper blades. You just enter the make, model and year of your vehicle and they dispatch the appropriate replacement blades. So far, so good. Next came the inevitable ‘How did we do’ survey, which was then followed a week later by a 15% off offer to buy more windscreen wipers. This is a missed opportunity. What they should be doing is building a deeper relationship with me. Do I need wipers for another vehicle, or remind me it’s time for a seasonal check, or wait a year and offer a discount then. This approach feels a little impersonal, but also misses an opportunity to deepen the relationship with the consumer and engage them for the longer term.
The intimacy imperative
To move beyond superficial data and establish true intimacy, brands must first understand their customers as people, not just numbers. This means engaging in genuine conversations and actively seeking unfiltered feedback.
Live consumer experiences can provide invaluable insights straight from the source. These interactions allow brands to hear firsthand how their products fit into consumers’ lives, revealing pain points, preferences, and opportunities for improvement.
Additionally, digital experiences can facilitate personalisation at scale. Yet, many brands fall short in their execution. Instead of treating customers as data points, marketers should view each individual as a unique story waiting to be told. Fostering an engaging experience means brands can transform consumers from passive participants into active contributors, ultimately creating a richer understanding of their audience.
Several companies are leading the way in this new paradigm of intimacy. Netflix, for example, doesn’t just track what you watch, it actively curates recommendations based on your viewing history, keeping you in its ecosystem. Spotify employs similar tactics, offering personalised playlists that evolve with your listening habits. These tech giants excel in not just gathering data, but in translating it into actionable insights that enhance the user experience.
It’s not just big tech getting in on the act. Vitamin brand Swisse turned to gamification to get consumers to take their daily vitamins with the Sleep, Eat, Swisse, Repeat campaign. By encouraging daily consumption, through rewards and chances to win, the brand collected valuable, personalised information that can be used in the longer-term to curate replenishment and other special officers based on pack size, age or lifestyle factors.
The key to building lasting connections lies in the blend of live experiences and personalised digital interactions. Brands must commit to gathering actionable intelligence that goes beyond surface-level metrics that keeps them engaged for the long haul.
By prioritising genuine connections over transactional interactions, brands cultivate loyalty that transcends the typical buyer-seller relationship. In the end, it’s not just about knowing what consumers do, it’s about understanding who they are and making them feel valued in every interaction.
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Top image: Gareth Brock