Marketers Can Get Closer To Consumers By Closing Understanding Gaps
85% of consumers hunt for trusted content about products and services
Just 13% of consumers trust ads on Web sites
51% of marketers say their marketing content efforts are only somewhat effective
Consumers spend a huge amount of time searching for trusted understanding about products and services, with as many as 21% of Americans doing it on a daily basis. The problem is, consumers often come up empty-handed, ending up with irrelevant search results like ads and marketing campaigns.
In the Curiousmatic whitepaper about the topic, we explain how these gaps are largely the result of a misalignment between the digital needs of today’s consumer and the industrial heritage of traditional marketing efforts.
Closing Understanding Gaps Can Open New Opportunities
Marketers looking to reach customers in new ways should consider the benefits of systematically targeting and filling consumers understanding gaps with trusted content. The benefits can include:
- Stronger trust relationships, built atop objective content
- More authentic engagements with consumers, developed along an extended, contextual lifecycle
- Improved product usage outcomes
- The potential to extend relevancy along adjacent, high-value understanding areas
A Systematic, Managed Approach
We recommend that marketers closely examine unmet consumer understanding needs and develop a managed system that maps, tracks and fills gaps. For instance, the CUEframe system from Curiousmatic provides a powerful framework to close consumer understanding gaps and improve brand experiences. It is comprised of three simple components:
Closing understanding gaps requires that they be mapped out. To fully capture consumer needs, mapping should be done across a broad, extended landscape that encompasses the totality of a consumers product or service usage experience – even including understanding adjacencies that might otherwise be overlooked.
A good map will chart contextual understanding needs across an extended usage lifecycle, and can be used to plan marketing activities in new ways.
The map can also be used to develop new product development ideas based on observations gleaned from consumers.
2. Measure Gaps
Consumer understanding gaps can be measured and managed. For instance, big gaps may occur around product or service features that are under-explained or confusing to consumers. Smaller gaps might be observed around product upgrades, or service extensions. Either way, once the gaps have been mapped and measured, they can be managed via metrics and key performance indicators.
3. Closing The Gaps
Marketers need to be careful about the types of content they use to fill understanding gaps. Consumers ignore or distrust branded content that seems biased or focused on conversions, preferring instead content from objective sources (journalists, peer user reviews, etc).
Our experience shows that filling understanding gaps is best accomplished using an authentic, consumer-first mentality that is highly empathetic to user needs. We recommend that marketers fill gaps with highly objective content that is focused on optimizing product and service usage outcomes at every step of the lifecycle.
Using this approach, marketers can build more sustainable, meaningful relationships that can improve outcomes and benefit everyone.
Curiousmatic engineers trusted news understanding experiences for consumers, delivering an average 80% fresh understanding about news topics in about 90 seconds.
Contact Curiousmatic to learn more about ways to deliver deeper understanding experiences to customers.
Recent releases from the Brand Labs:
- The CUEframe White Paper reveals new ways to improve customer experiences and product-use outcomes (download here (.pdf).