Does the infinite choice in marketing strategy have you worried that your Brand is a rudderless ship in a Hurricane? FEAR NOT !! There’s a survey out containing proportions in relation to whole sets of random consumer trends to guide you..
Brands with ads that generated above-average scores for emotional response are associated with a 23% lift in sales volume.
66% of consumers wish advertisements were more relevant to their interests & lifestyle.
79% say it’s a great feeling when a brand helps them find a product they didn’t know they wanted.
70% like when an ad fits in with what they are watching / listening to/ reading..
More than a 1/3 of U.S. consumers said their pandemic-altered buying habits will endure even after the pandemic ends.
36% of that group said they planned to keep spending less than they did pre-pandemic.
20% said that while they plan to spend the same amounts, they will switch the product categories and brands on which they spend their money.
26% of Americans are interested in trying new food brands,
24% in trying new retail brands,
27% in new travel & leisure brands,
37% in new restaurant brands.
62% of Americans in the 18-to-34 age group said they intend to trade down, trade up or shift their spending to other categories and brands.
Got it.
In mathematics, percentages are a dimensionless number and are not actual units of measurement. Without knowing how the survey was conducted, how the questions were framed, who and how many people were asked, these numbers are meaningless. Even if you bothered to dig into the methodology, it wouldn’t help much – these tea leaves have already been steeped in the batty-brain’s of consumers, the most fickle and unpredictable biped walking the planet.
Yet, the percentage packed trade press gives us a daily dose as if they are secret treasure maps to marketing gold.
David Garfield, Global Leader of the Consumer Products Practice at AlixPartners, the firm that conducted the survey said, “we are seeing the rise of ‘the intentional consumer’ — a consumer that in some cases plans to spend less and, in all cases, plans to be much more deliberate about how and where to spend.” All that, for that? This shouldn’t be a surprise to anyone. “Heavy users in a category tend to be promiscuous often using several brands in a category. Consequently, there is plenty of opportunity to attract new users to your brand from within the segment of the population that is already active in the category”, according to Bob Hoffman, aka the adcontrarian.
Marketers are confused. Consumers are confused. The whole world is confused. You don’t need a Global Leader of anything to tell you that now, more than ever, is a good time to be blasting the airwaves with commercials.
