“The Art of Conversation”: Understanding How Brand Conversations Influence Customer Behavior

Digital marketers are chasing new standards of brand conversation by evaluating how a brand’s tone, voice, and language are perceived by clients and would-be customers. As we hear more about next-gen commerce platforms such as Virtual Trivia, Metaverse, and Phygital, it seems brand management would become more interesting. Clearly, the perspectives toward digital conversations are completely different from what they were in pre-pandemic months. Moreover, brands can no longer expect to engage with the same types of content and tone for every customer. Age, gender, lifestyle, and socio-economic background influence brand conversations! For example, 82 percent of the respondents in the age group of 16 and 24 years say their attitude toward brands has changed completely in the COVID months, and they have higher preferences for brands that speak to them on issues relevant to their lives.

Brand conversations have become an important part of a digital brand management strategy. Today, it is not enough to merely interact with consumers using engaging content. Customers want so much more from their favorite brands! Customers seek more commitment and truthfulness from brands and these can only be understood by fueling brand conversations that deliver meaningful change toward a product, a message, or an idea! That;s the basis of developing an art of conversation, specifically designed for brands who are looking to create new benchmarks for “navigating, creating and leading conversations” using modern capabilities such as AI, Big Data Analytics and Call data visualizations. According to the latest report titled “The Art of Conversation”, 40% of consumers are more likely to buy from a brand that speaks about issues that matter to them. The findings unveil attitudes towards brands, and the characteristics of conversation that make a brand more shareable, memorable and trustworthy.

Further key stats included how since March 2020, over half (52%) of all respondents say their attitudes towards brands have changed. At a pivotal time when brands are coming under increased scrutiny, audiences actively want them to speak on meaningful issues and will share relevant conversations with those closest to them – family, friends, and colleagues.

So, what’s the premise of mastering the art of conversation? And, how do brand conversations continue to evolve in a constantly shifting environment? Have a conversation about the issues that matter to them?

Let’s take a look at what M&C Saatchi TALK highlights in their latest research report, The Art of Conversation, which mostly demonstrates public perceptions of, and the shifts in audience attitudes towards, brands and their place in conversations.

Pandemic and the Rise of Emotions-driven Conversations

How to Become: SPECIALISTS IN THE ART OF CONVERSATION

Digital narratives completely changed with the onset of the COVID-19 pandemic. It’s been more than two years since the first wave of COVID-19 pandemic set in. But, even today, a majority of customers live in the constant fear of being inflicted with irreversible damage. And, this is showing up in the way these customers shop online or interact with brands across channels.

Post-pandemic, conversations have never been more important as audiences seek to both reconnect with the world and re-evaluate priorities. Ultimately, it’s essential for brands to understand what audiences are thinking, feeling, believing, and what really matters to them to truly connect with them and make meaningful impact.

M&C Saatchi TALK surveyed 1,000 nationally representative consumers to unveil attitudes towards brands, and the characteristics of conversation that make a brand more shareable, memorable and trustworthy. These findings, combined with expert opinion from senior marketeers and audience thought leaders, allowed the business to identify the subjects driving audience conversations, how these develop, and the key places they’re taking place.

The report shares a deeper understanding of how brands can successfully navigate and earn a place in those that matter most and do so earnestly and authentically. This is incredibly valuable as the requirement to navigate conversations and understand those that matter most to achieve their business ambitions – at speed – has never been greater.

Pressing Issues and Societal Norms Influence Brand Conversations

At the time of this announcement, Lawrence Christensen, Head of Marketing, Brands at Marks & Spencer, spoke with M&C Saatchi TALK: “If the conversation between a brand and a customer is authentic, and if that brand has something relevant and genuine to contribute, then I believe consumers are more likely to engage, purchase and to stay loyal.”

Since March 2020, over half (52%) of all respondents say their attitudes towards brands have changed. At a pivotal time when brands are coming under increased scrutiny, audiences actively want them to speak on meaningful issues and will share relevant conversations with those closest to them – family, friends, and colleagues.

Further still, when assuming price and quality are equal, as many as 40 per cent of consumers are more likely to buy from the brands that speak on issues that matter to them. The research reveals the three most consistently important topics across nine sectors – climate change, sustainability, and health & wellness. Failure to embrace these conversations means brands risk customers going elsewhere. However, care and consideration of the diversity of audiences and their needs are required to connect with them genuinely and meaningfully.

Essentially, brands need to marry their audience truths – what people think, feel, and do – with brand truths, their ownable and distinctive advantage, and cultural catalysts – in other words, why it matters now and why it is relevant for media.

Humor Can Be a Powerful Tool in Driving Brand Conversations

ENSURING BRAND CONVERSATIONS ARE HEARD 

M&C Saatchi TALK’s report also highlights how the various dimensions of conversations can play a role at different stages in a customer journey. For example, looking at awareness, to be more ‘shareable’ nearly two thirds (61%) of consumers say brand conversations should be more ‘supportive’, ‘knowledgeable’ and ‘inclusive’.

Author, journalist, presenter, and contributor to the report, Chloe Combi demonstrates this further, “It comes back to showing and not just telling. Timpson’s work with ex-offenders and their genuine commitment to fair pay (has) really struck a chord with this age group. It wasn’t performative, it spoke to a generation keen to work for them and to learn about their ethics.”

However, interestingly M&C Saatchi TALK also discovered that the most memorable conversations are often directly linked to humor, with 25% of consumers citing “funny” as the top attribute. At a time when consumers are craving laughter, humor can be a powerful tool in driving brand consideration when used in the right way.

Brand Managers! Are you Initiating Cultural Conversations with your Audience?

LEADING BRAND CONVERSATIONS THAT DRIVE MEANINGFUL CHANGE 

Of course, conversations don’t happen in silos between a brand and a customer. People rely on an extended network of family, friends, media, and influencers to assess which brands to buy. With 60 percent of consumers saying their family has the greatest influence on their purchasing decisions, brands must start by entering cultural conversations that matter to their audiences.

It’s also vital for brands to understand which audiences hold the most influence in an individual’s decisions and the nuances between them. However, it’s equally as important to identify influential voices within the business – brands must have the right voices in the room in order to connect with the right audiences externally.

As Saif Islam, Chief Strategy Officer of Creed & Culture, co-founder of the Muslim Influencer Network, and report contributor emphasises, these efforts must be long-term and considerate of those consulted in the process. “There’s a marked difference between organizations that desire inclusion purely for the business case, and those who pursue it as a moral case. Brands who genuinely believe it’s the right thing to do, want to give a voice to different perspectives, and hold a deeper and more persistent idea of inclusion and diversity are those that see increased market share over time.”

Head of Growth, Alex Michael highlights the importance of the agency’s Art of Conversation report findings at a time when brands seek a greater understanding of their audiences as we all emerge from a challenging two years. “It’s really important for brands to have clarity on their own values and mission. Consumer truths can’t be turned into cultural conversations without these brand truths to back them up. Conversations are the conduit through which these values and truths are shared and connected with consumers, with communities, and with the world. Meaningful brand conversations are no longer just a ‘nice to have’; they now have a direct impact on consumer purchasing decisions.”

M&C Saatchi TALK COO, Ryan Woor shares the significance of the new agency proposition for the business, its clients and its talent: “We have always been firm believers that conversations have the power to create change. These findings are just the beginning and we’re committed to continuing to develop our understanding of, and specialism in, the evolving shape of conversations and how we can get better at navigating, creating and leading those that create meaningful change, together with our clients”

What’s Next in Brand Management

It’s true that next-gen brand conversations might seem extremely difficult to establish, especially among customers of age groups above 24 years. However, if done authentically with direct messaging, it kind of works in positively influencing behavior, especially in the modern parlance of social commerce. Brands should increasingly focus on culture-driven conversations to make their audiences feel safe, happy and protected at all times. That’s the exact foundation of your ‘art of conversation’ masterclass.

Source: M&C Saatchi TALK’s Art of Conversation report

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