In this digital era, finding a way to appeal to your target audience and forge a genuine relationship with consumers can be difficult.
Australian online foreign exchange company OFX has found the key to success comes from making both the digital and human relationships with its customers personal.
“People still trust people. And that’s where the humanity comes in,” said Rebecca Shears, CMO of OFX.
Interestingly, many transactions are emotional, she said.
“It’s a big deal for most of our customers when they’re sending money, because they’re sending large amounts. The reasons are very varied, but quite often they might be buying a home. It could be their life savings,” Shears said. “So getting it right is really important, and having great service and empathising is really what stands us apart.”
That involves understanding what appeals to different demographics and adjusting marketing methods to suit them, she said. Traditional advertising is no longer enough. Brands need to start strengthening their content with topical themes to appeal to their customers, Shears added.
“Obviously, content marketing is not around your own brand. If you’re at a party, if someone just talks about themselves, you walk away,” she pointed out. “So you’re going to talk about a conversation that they’re interested in.”
Tune in to this week’s episode of The CMO Show as host Mark Jones and Shears discuss the human connection, creating marketing strategies for all platforms, and the importance of a solid data strategy.