Understanding Audience Values and How They Impact Digital Strategy

Content creation is an important part of any digital marketing strategy. Appealing to an audience means understanding their goals, the products or services they are looking for, and what results they expect. Whether you’re creating blogs or social media posts, your content should reflect your target audience’s values because doing so builds trust. By focusing on inclusivity, brands can show that they are a brand specially created for consumers. 

What Are Audience Values in Digital Marketing?

Audience values are fundamental beliefs that convey what your audience believes is important. Values motivate the audience to act, and they are dynamic and can change frequently. 

In digital marketing, audience values allow brands to identify what their audience holds close to them and use those interests as a means to build a connection. You’ll build credibility and show that you are listening carefully to your consumer’s concerns. Before determining what values you want to incorporate in your marketing strategy, consider the following factors.  

Generational Values

Generational values play a key role in driving engagement among consumers, developing brand loyalty, and setting expectations. Whereas Gen Z and Millennials are drawn toward exploration and knowledge, Gen X Boomers are primarily focused on authenticity, transparency, family, and hard work. Considering these values, about 67% of Gen Z have claimed to have supported or avoided a brand based on whether it aligns with their values. Each generation has a different way of relating to brands via values, which is why it’s important to understand the demographics of your audience and how to target them accordingly. 

Taking a Political or Social Stand

While only a third of brands believe that taking a political or social stance improves their consumer relationship, about 80% of consumers believe brands need to be actively involved in societal issues. In other words, this matter is much more important than brands may realize. Supporting a social cause can strengthen a brand’s reputation by appealing to the many consumers who expect brands to acknowledge a social issue. Brands can see improved financial success as a result while speaking on important issues that affect countless people. 

Changing Focus

Understanding the way your audience feels and what they believe is important lets you create messaging that resonates. As Gen Z’s online presence becomes more prominent, listening to their concerns and ensuring those feelings are heard is growing more important. Millennials and Gen X understand what they’re searching for, and many brands have been focused on those audiences for decades. However, as Gen Z becomes older and more understanding of their own values, brands need to cater to this growing demographic. 

Contact a Digital Marketing Expert for Advice

Your digital presence plays a key role in securing new leads and conveying what’s important to you. By establishing a brand voice, you appeal to a specific audience that is searching for your products and services. NUVEW Web Solutions can help you determine the right approach. Contact us today to discuss your digital marketing strategy.