There is a monumental shift in the role consumers are playing in today’s era of multiple digital screens and platforms. No longer passive participants, consumers now have higher expectations of brands and have outlets to voice their opinions. Based on these shifts, we wanted to help brands understand how to best leverage the art of storytelling to better connect with consumers across paid, owned and earned (POE) media.
Storytelling across POE is analogous to the development of a human relationship –- as brands and consumers move from a first date, to getting closer, and finally to a long-term relationship. Yahoo! and BBDO uncovered a new model for sustained engagement
with consumers that is intended to help brands convert consumers into loyal advocates, rather than just convincing them to make a purchase.
Methodology
Yahoo! and BBDO conducted a multi-phase study with a robust sample of consumers and marketers in order to gain a well-rounded perspective of the relationship between brands and consumers.
Key Findings
1. Paid media is akin to a “first date”
It’s all about the initial impression. Brands need to get consumers to notice them, look closer and generate a basic level of interest. However, brands must be wary to not turn them off by being overly aggressive.
- 73% of consumers found information about a brand via paid media.
- 46% say “a great brand is like an interesting person at a party.”
- However, 49% of consumers said if they see the same ad over and over again, it makes them shut out the brand.
2. Owned media is about “getting closer”
Utilize owned media to deepen the relationship by educating consumers about your brand and getting them to take action. We found that consumers want to experience brands more fully, beyond just price points and product attributes. Engage them emotionally with interesting stories about the history and quirky details of your brand.
3. Earned media is like “being in a relationship”
This is the channel for building trust, loyalty and advocacy. Consumers have greater control here, so brands must be transparent and empathetic. 69% of consumers understand that brands make mistakes, but it’s the quick and positive response that matters.
In earned media, consumers have higher expectations of brands, as they stated that brands should be genuine (79%), engaging (77%) and “should understand me” (59%).
Implications
