Turn Insights into Marketing That Connects
Author: Praveen Rannaot
Published on www.praveenmarketer.in
Introduction
In today’s fast-moving digital world, marketing is no longer about simply pushing a product. To build real connections and drive results, marketers must first understand the insights that come from their audience. Insights are not just about what people do; they are about why people do it. When you know the reasons behind consumer actions, you can design campaigns that truly resonate.
This blog will guide you through how to understand insights and use them to create result-driven marketing strategies.
What are Insights?
An insight is a deep understanding of people’s motivations, feelings, and behaviors. It is not just about knowing the fact (observation), but about knowing the reason behind it.
- Observation: People spend hours scrolling short videos on Instagram.
- Insight: People crave quick entertainment and connection in between their busy schedules.
This difference between what and why is what makes insights so powerful.
Why Insights Matter in Marketing
- Connect Emotionally: Marketing that speaks to emotions creates long-term loyalty.
- Solve Real Problems: By identifying barriers and unmet needs, brands can position themselves as solutions.
- Stay Relevant: Insights keep your brand in touch with changing consumer behaviors.
- Drive Conversions: Campaigns rooted in insights not only attract attention but also move people to act.
How to Understand Insights
1. Listen Actively to Your Audience
- Collect feedback through surveys, reviews, and social media comments.
- Watch not just what people say, but how they say it — tone, choice of words, emotions.
2. Distinguish Between Observation and Insight
- Observation: A fact about behavior.
- Insight: The deeper reason behind that behavior.
3. Discover Human Truths
- Look for universal desires like love, belonging, safety, recognition.
- Example: Parents want to give their children a better future.
4. Identify Tensions
- Understand the barriers between what people want and what they can actually achieve.
- Example: People want to eat healthy, but healthy food is costly and not easily available.
5. Frame Your Insight Clearly
Use a simple formula:
“I want to ___, but ___ stops me. That’s why I ___.”
6. Build Marketing that Solves the Tension
Position your brand as the bridge between human truth and tension. That’s where impactful communication is born.
Turning Insights into Marketing that Connects
Let’s take an example: Snickers.
- Human Truth: People want to be their best selves.
- Tension: Hunger makes people irritated and changes their behavior.
- Insight: Hunger changes who you are.
- Brand Message: “You’re not you when you’re hungry.”
This simple yet powerful line connected deeply because it addressed a real human truth and tension.
Questions & Answers
Q1: What is the difference between an observation and an insight?
A: An observation is a fact (like raw data). An insight is the meaning behind that fact, answering why people behave in a certain way.
Q2: How can I find insights about my customers?
A: Listen to feedback, study social media behavior, conduct interviews, and pay attention to emotions and unmet needs.
Q3: Why are insights important for marketing?
A: Insights help brands connect emotionally, stay relevant, and create marketing campaigns that drive real results.
Q4: Can small businesses also use insights?
A: Absolutely. Even a small business can observe its customers, identify patterns, and use insights to craft better campaigns.
Q5: How do insights lead to sales?
A: When marketing aligns with customer emotions and needs, it builds trust. Trust directly influences purchase decisions and long-term loyalty.