Get closer to your consumers with Utility Marketing – WAU

Innovating in Marketing strategies is no longer a trend and is becoming a necessity to stand out in the market. To get even closer to the consumer, concepts like Utility Marketing are more necessary, inserting brands in a useful and subtle way in the user’s routine.

The market is increasingly disputed, requiring the maximum effort from companies in search of consumer resources. On the one hand, this is good: more customers are satisfied with the products and / or services offered in the market. But, thinking about organizations, it becomes even more complicated find a competitive edge.

Because of this, new solutions gain more space within the Marketing teams, which often need to deploy to ensure attention, trust and the consequent proximity to the consumer. One of these strategies for this is Utility Marketing, which seeks to insert the brand productively in the user’s daily life.

After all, consumers are no longer content with just ads and traditional advertising campaigns. The demand is greater and, therefore, companies need to focus not only on promoting their brands, but also on helping the user. That is why this strategy has become so common. How about, then, knowing more? Just keep reading!

What is Utility Marketing?

The consumer experience must always be taken into account when it comes to the relationship between the brand and the customer. Betting only on ads or engagement on social networks is no longer enough to strengthen the relevance of your company, being necessary to search most innovative and attractive solutions for the user.

One of them is Utility Marketing, which has as main objective offer something useful for the consumer’s daily life, fitting into the routine to get even closer to who you want to conquer. When generating value for customers, the tendency is for greater appreciation by them, ensuring positive returns for brands.

The emergence of this concept occurs at a favorable moment for the appreciation of the consumer experience with the brands. This is the era of digital transformation: the moment when the user became empowered, gaining more relevance and requiring brands to better adapt to their problems and desires.

The consumer is not satisfied with just traditional marketing campaigns and actions: he no longer wants to have his routine interrupted to be bombarded by various ads from different companies. The brands with which he will relate better are precisely those who understand this new position.

Thus, Utility Marketing emerges, reaching bring consumers and brands closer together in a more subtle and natural way. Absorbing some of the concepts of Content Marketing, for example, this strategy does not only think about the dissemination of the company’s products and / or services, but, rather, how these items can help that user.

The idea of ​​advertising for advertising is left aside, while it is necessary to think of ways to help your consumer to solve their problems and, in some way, improve their routine. A company that makes birth control pills, for example, can make an application available for the client to track her menstrual cycle.

Some points must be taken into account when we talk about the application of Utility Marketing in a company’s strategy:

  • Disconnect from product: you need to take the focus off your action from your product and think exclusively about how you are helping your user. The most practical – and intelligent – is to use this technique in a situation that relates to what your company offers, but without a direct association with your products and / or services.
  • Focus on experience: when planning a Utility Marketing action, attention should be focused on offering a unique and enriching experience to the consumer, not thinking, for example, about financial returns. The focus should be on bringing the brand and customer closer together, creating a relationship of trust between the parties.
  • The service is Marketing: promoting a brand is not such a simple task, after all, customers do not want the same ads as always. Therefore, it is necessary to think of the service offered as one of your Marketing strategies. It is these actions that can promote your brand, retain customers and attract potential others.
  • Long-term thinking: unlike a paid ad, for example, strategies like Utility Marketing need to be analyzed in the long run. Establishing a relationship of trust with the consumer does not happen overnight and, therefore, these actions cannot be seen as a simple campaign and must be more lasting.

Utility Marketing is therefore an efficient way to position your brand – in a subtle way – in the consumer’s routine. That way, you are approaching him, showing value and, consequently, strengthening your brand. Loyalty, for example, becomes one of the benefits with the correct execution of this strategy.

What is the impact of this strategy on the relationship with consumers?

One of the great goals of any company today is to strengthen the relationship with the consumer, right? Utility Marketing works in exactly that direction, but that’s not all it has to offer. Therefore, we have separated some of the benefits that justify the importance of applying this strategy. Check out!

Avoids consumer rejection

Consumers are getting less and less patience for ads and campaigns. The use of ad blockers, for example, has grown in recent years. This strategy, therefore, is a way of promote your brand in a more subtle way, without disturbing the consumer, ensuring the best experience possible.

Generates trust between brand and user

Providing information or a useful service to the consumer ends up establishing a relationship of trust between both parties. The return is not quick or measurable as a conversion, but it adds value in the long run, providing positive experiences so that the user feels comfortable whenever they think about your company.

Strengthens brand authority

Being present in the daily life of the consumer and, better, without disturbing him is, without a doubt, a competitive differential. Utility Marketing offers just that for companies: a constant presence in the user’s routine, often even from those who are not customers, but who start to evaluate this possibility with more care.

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What are the different types of Marketing Utility applications?

Utility Marketing, in addition to the numerous advantages, has different application possibilities. That is, you can find the method that best fits the profile of your company and / or your persona. Below, we list practical examples that can be applied within this concept.


Closer to Content Marketing, this method tends to use channels – be it email marketing or social networks – for the dissemination not only of its products and / or services, but of valuable information for the user. That is, really pass useful and relevant content to the customer, with the knowledge and experience of your brand.


Some services can be valued more because of their agility, so that the faster they are, the more useful they will be. This serves, for example, for companies that work with deliveries or even car wash. Anyway, offer some solution to streamline the user’s day to day and thus make the experience more enjoyable.


The main application, however, is in providing a service that is useful and be part of the consumer’s routine. Some application, service or solution that can guarantee a more satisfying or pleasurable experience for the consumer: from greater control of their performance in physical activities to online tests of how a user’s skin would look, for example.

Which companies get the most out of Utility Marketing?

Some companies are able to use Utility Marketing in the best possible way and, so that you can visualize the application of this strategy even better, we have separated some examples. Check out!


Apple offers free, in-person courses, classes and workshops to users – not necessarily customers. Thus, the individual can answer questions or learn to use the company’s computers and software better without spending anything and with those who best understand the subject.


Nike bets on two apps to connect with users: the Nike Run Club and the Nike Training Club. Both seek to help the user to exercise, either with tips or with the possibility of following the current performance and previous training, in addition to allowing comparison with the performance of their friends through social networks.


With the Makeup Genius app, L’Oréal guarantees a complete consumer experience. After scanning the user’s face, it is possible to simulate in real time the effect that a makeup will generate on your skin.

In addition to facilitating the decision process in an e-commerce, it allows the user to make tests before the final application of the product, saving time and offering practicality.

For those looking to get closer to the consumer, Utility Marketing is therefore an excellent alternative. In addition to being more present in the users’ routine, is a way to strengthen and enhance your brand, offering much more than its products and / or services, but also generating value for consumers.

Planning is fundamental in any area, and Marketing is no different. Therefore, in order to be successful, it is important to get to know other concepts in the sector better and, thus, guarantee the best short, medium and long term performance for your business. How about, then, understand what Strategic Marketing is and how to put it into practice in your business?