“Successful marketers realize that consumers have a different relationship with brands now than in the past. There is a growth in discovery platforms, like Pinterest and TikTok, encouraging people to mix up the products they are choosing. Brands need to act with gratitude and respect, now more than ever, to deliver valuable product and advertising experiences that add to their lives. The patience for bad advertising doesn’t exist now.
“There is scientific evidence that expressing gratitude has various positive benefits on humans—including better sleep, less anxiety and stress, an overall feeling of happiness and hope to take on life’s challenges, and deepening relationships with others. In a post-COVID world where so many people are burnt out , the benefits to marketers for expressing gratitude to their consumers are enormous.
“Studies have shown that reinforcing positive feelings between brands and consumers and companies and their employees has lasting effects of lower attrition, lower churn, and increased willingness to do more. For companies that express gratitude, this can mean better employee retention and better-recruiting efforts plus higher lifetime customer value from their loyal consumer base.
Engaged customers who move beyond a transactional relationship to a deeper, trusting partnership or legacy clients who have been your customer for years deserve special recognition and appreciation. This recognition and appreciation can come in several forms. When clients achieve new business milestones such as funding announcements, mergers and acquisitions, or company anniversaries, it’s important to give a shoutout that you see their achievements.
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