Are brands ready for a radical change of consumer?

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Are brands ready for a radical change of consumer?

Friday, 15 January 2016

Graham Robertson, president of the branding company Beloved Brands, wrote a column on the consumer qualities that should be considered when creating an advertising campaign. According to him, communications in the world are changing rapidly, and if brands keep up, they will be able to unleash their full potential.

“Since the beginning of this century, we have witnessed a profound change in consumers, who have begun to encourage brands if they exceed their expectations, find something special in them and set a higher goal of communication,” explains Graham Robertson.

He adds that consumers are tired of the various tricks companies use to encourage them to buy their products. In general, Graham Robertson advises paying attention to the following changes:

Consumers’ brains are unable to cope with all the advertising messages they see. Brands bombard consumers. Companies need to change their approach to how to attract attention.

Consumers are constantly multitasking. Watching TV and flipping through the news on your smartphone, walking down the street, while texting your friends is the norm. Due to the diversity of advertising, consumers no longer pay attention to it. Therefore, in reality, a person interacts with only a few brands during the day.

Consumers are tired of false promises from companies. If a person understands that the brand provides inaccurate information, he can quickly write about it via forums, rating sites, and social networks.

Control the entire process of purchasing products. A person researches the brand in detail, reads reviews, and draws his own conclusions. Therefore, the brand must manage the whole process: to acquaint with the product, help buy it and explain how to use it.

People only interact with the brands they believe in. Consumer desires and expectations have grown significantly. The main thing is that they choose those brands whose values ​​impress them. The ethics and behavior of the campaign in crisis situations are of great importance. An example is the “diesel scandal” by Volkswagen.

Consumers feel more about the product than they do. In the 20th century, people bought goods because companies shouted from TV screens that their products were the best. Today there is interaction on a deeper level. For example, Starbucks creates “special moments” for their customers.