Posts

Online Audience Is Stable But Demanding

The percentage of Americans who go online, use social media, or own key devices has remained stable the past two years, according to Pew Research Center data.

  • The shares of U.S. adults who say they use the internet, use social media, own a smartphone or own a tablet computer are all nearly identical to the shares who said so in 2016.
  • The share who say they have broadband internet service at home currently stands at 65% – nearly identical to the 67% who said this in a survey conducted in summer 2015.
  • There has actually been a small dip in the overall numbers of computer owners over the last two years – from 78% in 2016 to 73% today.

For marketers, the online audience has arrived. Growth will not come from increased volume of potential connections, it will come from strategic efforts to engage with people who are already online.

What do they want? Authentic, personalized engagement with you. According to recent research from Slackla, audiences crave authenticity online. They are also looking for personalized experiences.

Brands that are able to tap into these needs will succeed in capturing the attention of people who are online and waiting.

Get Emotional With Your Audience

Connecting with your audience is not enough. Research shows that people who feel emotionally connected to your organization will engage more often and spend more money.

General Motivators

Emotionally connected people are loyal, active, and engaged. Common emotional motivators:

  • Stand out from the crowd: Help people develop a unique social identity.
  • Confidence in the future: Help people to have a positive mental picture of the future.
  • Sense of well-being: Life measures up to expectations.
  • Freedom: Sense of independence without obligation or restriction.
  • Excitement:  Fun taps our emotions.
  • Belonging: Affiliation and being part of a meaningful group.

Your Audience’s Motivators

Figure out what emotional motivators bring people to your organization by analyzing interactions of your most committed and engaged audience members. Why do they do what they do? What do they react to positively? Negatively?

Once you’ve identified the emotional motivators that connect you with your best supporters, you can figure out how to better connect with others. Communicate to appeal to emotional motivators. Interact in a way that meets key desires,