Pat “Covid” position 2022 – creating satisfaction with consumers and uncertainty of brand positioning

Creating value for the consumer will be a kind of art at a higher level in 2022. One of the most important steps in the marketing process is to build productive relationships with consumers / customers, but also to leave the embers in that relationship. In translation, that would mean – “here I am again with you!” (Consumer / client).

The credibility of brands will be questioned, more than earlier in the future, so it will be more demanding to meet the most important prerequisite for brand image – consumer satisfaction. Harder than this, it will reach the highest level of that satisfaction (consumers delight) – consumer enthusiasm, especially when it comes to millennials and Generation Z, which under the influence of the time in which they develop, require brands to change the placement of their stories and reposition their place. on the market. The key to enthusiasm and reaching this level is to know, listen and understand them. Here we come to the more difficult, relatively well-known part.

First – It is more profitable to keep an old (loyal) consumer, than to attract a new (potential) one, because acquiring a new customer costs – up to seven times more. However, how much easier will it really be, due to the pandemic changes in the habits of the cohort, in the coming year?

Another – targeting becomes more demanding, the so-called cookies. Let’s not forget that we owe them the greatest gratitude when it comes to digital marketing in the time of the pandemic. Brands were able to track user experiences, web visitors, and target potential audiences in a more specific way.

Third – It is a long way from creating content for a potential, to the phase of retaining the acquired customer.

How to raise the retention rate of consumers / customers? What trends will brands need to follow? And, what are the positive retention strategies we can best play with in 2022?

Figure 1: The best situation is the situation of the company / Brand C – with the largest proportion of regular and loyal customers. Better business results, a more secure future, image and focus on customer turnover. Striving for superior values ​​and high customer satisfaction – the source of the Internet (

In order for brands to be out of the “Covid” position, they must adopt and prepare to outwit future trends. Responding to the changes that are at our door, which some may have already made, will require identifying opportunities and a strategic map of options to address the challenges. Here are some of the options:

1. The key difference in success between the brand and the consumer will be: create a SENSE OF PERSONALIZATION (DTC-direct to consumer)
Why? Due to a lack of trust, consumers will want to bypass intermediaries and have their own shopping experience – directly from the brand. The generations we mentioned are more focused on the value that the brand offers them, compared to the product itself. They want to feel a personal connection with what they identify with and to feel part of the community, and to get that whole experience they rely on DTC (direct to consumer). No searching, asking questions or seeking answers through third parties. Generation Z will especially dominate in 2022, because their purchasing power will be more pronounced, attitudes louder, and expectations more demanding.

2. Organic brand communication and image work: EDUCATION, ONLINE COMMUNITY VALUE
Another very valuable direction to follow is to create an organic community in which the brand will communicate and provide a different kind of satisfaction to its audience. In such a designed environment, communication should not be based on insisting on product sales, but its focus should be on education. Simply put, in online communities designed in this way, the brand should focus on listening to the other side, because that is the only way it can raise its sustainability. No more classic tones of communication. The challenge now is to exchange messages, opinions and discussions in an insightful way and maintain a constant relationship without commercial motives. No sale of goods, only image!

3. “Tell me stories” brand: NARRATORS WILL PULL THE MAIN THREADS
In the end, I left the most powerful weapon. It will no longer be enough to describe the product. Its attractiveness will have to be raised to a higher level – it will have to carry a story with it. The story will have to define significant real-life stories. The road mentioned at the beginning from the potential to the actual buyer is really a long one. Storyteller, an assistant on the road, assures the customer to keep moving towards the choice – just that brand and just his product. Awakening curiosity through the story of a certain product is not a naive job at all, especially today, when trust is decreasing.

It remains for us: to listen, to adopt and in the end, to try to decipher the changes whose arrival we are witnessing.

Author of the text: Marija Maksimović, Community Manager, LUNA TBWA Belgrade

Source: PORTAL by

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