Face your consumers with fresh and modern ways
Marigold have made investigation from consumer behaviour in Europe region. They say that marketers are using outdated methods in their advertising (Marigold, 2023 consumer trend index, article). Now days people need more specific advertising and marketing methods with personalized touch. Could it be that we want our favourite brands to pay attention to us in the way we think we deserve? Despite the world situation, we are still willing to pay more for our favourite products, or am I the only one?
Mobilize marketing!
Article from Marigold investigation is a broad and comprehensive study of consumer purchasing behaviour according to marketing. The article shows that marketing should focus on materials that can be read and browsed on mobile phones in the future. Most of the consumers are using their phone to shop or investigate some offers from specific products. I must admit that I´m not using anything else marketing forms anymore. I can find what is needed easily with my phone and don´t have to use time for investigate information and offers from multiple platforms.
The consumer is not your friend, but how do you get to know her?
Marketing materials designed for mobile phones, as well as those made for other platforms, are difficult to personalize. However, creating the right material for the desired person requires some basic information about the person to whom the advertising is to be targeted. The best opportunity to get to know the customer is therefore to create a service or system in which the customer can declare himself a participant and benefit in some way. The benefit can be monetary in the form of discounts or a gift for joining. Usually, marketers are using some discounts or gift cards, but is it too old fashioned? What if you could get some personalized product you are looking for or some specific service what is just for you. Marigold has stated that it is not always necessary to offer only factors or gifts that promote economic benefit. What if you could get the product you crave with your own name, or someone would plan your next trip to the destination for free when you book accommodation there?
Are you brand loyal or do you always check the price tag first?
It´s difficult to make good marketing content for both groups. If you are a price tag stalker, you want to see the price of the product in the advertisement as clear as it can be. You need to know the benefits from the product, but it doesn´t matter where or who has made the product or who is offering the service. But if you are a brand loyal consumer, you know where and who is made the product or who is offering the service. You can trust the quality, and this is not probably your first time when using same products or services. Marigold hints in the article that it would be good to choose which customer group marketing wants to target advertising to.
Was the article unbiased?
The way these studies are done does not necessarily serve all customer groups at the same level. It depends on how the survey and research is done, but not all people want and can answer the questions asked in one method in the same depth. In my opinion, purchasing behaviour is almost the only unbiased metric to measure consumers’ behaviour patterns regarding products and services. But even that should only receive behaviour-based feedback. It is still always good to educate oneself and expand one’s own vision by getting to know the studies conducted on people and the conclusions drawn from them.