Why chasing short-term numbers won't increase sales
5 Unquantifiable Factors That Matter in Marketing
summary
Number-based marketing allows you to understand results and trends through clear data, which can be very useful in planning your next improvements.
ROI , click-through rate , conversion rate , CPA ...tracking these quantitative KPIs and improving each one will undoubtedly help you get the results you want.
However, as we continue our business,
" Despite carefully analyzing the numbers and implementing strategies based on KPIs, we are not seeing the sales increase we expected ."
Surely everyone has faced a south africa business email list problem like this at least once?
When faced with this challenge, it is important to focus on the intrinsic value that cannot be seen from quantitative data.
In this article, we will focus on the "qualitative value that cannot be expressed in numbers" in marketing and provide a detailed explanation.
Let's take a deeper look at how these non-quantifiable factors resonate with customers and contribute to long-term brand growth.
The sales slump your business is facing could be solved by honing a valuable marketing element that can't be measured in numbers.
Please be sure to watch until the end.
Why chasing short-term numbers won't increase sales
Marketing techniques that focus solely on numbers (KPIs) often result in stagnant sales.
The main reason is that they can miss important aspects that numbers don't capture, such as customer sentiment, the quality of their experience, and their emotional connection to your brand .
While numbers can provide clear, objective results, emotional aspects like customer loyalty and trust in your brand are not as easily measured.
Additionally, factors such as creativity and social responsibility are difficult to reflect in short-term figures.
However, these intangible factors have a significant impact on consumer purchasing behavior and are essential for business growth in the long term.
Paying attention not only to the numbers in front of you but also to these "invisible" factors will be the key to solving sluggish sales.
5 Unquantifiable Factors That Matter in Marketing
From here on, we will introduce five unquantifiable elements that you should keep in mind when conducting customer acquisition activities.
Emotional value of the brand
Quality of customer experience
Building good relationships with customers
The influence of creative elements
The value of social impact
Let's take a closer look at each one.
1. Emotional value of the brand
The emotional value attached to a brand or product has a strong influence on customers' purchasing behavior.
Consumers don't buy products or services themselves, but rather pay for the emotional and experiential value they get from owning them.
For example, many consumers who enjoy Apple products, Starbucks, and high-end apparel brands have a subconscious desire to show off their status by using these products, to feel that they are "socially successful" or "cool."
To build this emotional value, a consistent brand message and a deep understanding of your customers are key.
Here are some specific ways to increase the emotional value of your brand:
Create your brand storyCreating a brand story is a powerful way for brands to create an emotional connection with their consumers.
Through the stories that brands communicate, such as their concept, mission, and origin story, they can imprint deeply in the minds of consumers and convey the true value behind their products and services.
A good brand story resonates with customers and increases their interest in your brand.
Maintain brand identity and consistencyBrand uniqueness leads to consumers feeling positive about the brand.
A highly unique brand has a strong differentiation factor from competitors and is more likely to be remembered by consumers.
Brand uniqueness and consistency are key factors in generating customer interest and are the foundation for building long-term customer relationships.
Share values with consumersSharing emotions and values with consumers is also an essential element in increasing a brand's emotional value.
When customers can project their own emotions and values onto a brand, it creates brand attachment and loyalty.
This can be a factor that directly influences customer purchasing behavior and brand recommendation behavior.
