MarTech’s Post

“Compared to the global average, U.S. consumers are more brand loyal. They're also more demanding.” “Seventy-eight percent of U.S. consumers are willing to pay more to shop with the brands they’re loyal to, an increase of 8% compared to last year’s report, according to Marketing technology firm Marigold’s 2024 United States Consumer Trends Index Report. This figure is notably higher than the 63% reported among global consumers.” “Half of U.S. consumers are more likely to engage in a loyalty program this year than last, 25% higher than global consumers. A vast majority (84%) of U.S. consumers say they will likely engage with a personalized offer tailored to their interests, compared to 78% globally.” “Despite increased brand loyalty, U.S. consumers also hold brands to a higher standard. Nine-in-10 (91%) consumers in the U.S. say brands need to make efforts to treat them like an individual to become a favorite or preferred brand. This figure is 7% higher than global consumers who say the same.” “More than two-thirds of Gen Z (67%) and nearly three-quarters of Millennials (73%) find brand purpose to be important or critically important to maintaining brand loyalty. This figure falls to 55% for Gen X and 46% for Baby Boomers.” - Zachary Russell

Given the latest research indicating Gen Z's evolving spending habits and increased selectivity (research indicates growing regret 56% from impulsive shopping), coupled with content overload across industries, brands could consider several watchouts: 1. Enhanced Consideration in the Funnel: Clear communication of the value proposition is crucial to boost customer confidence. Ensuring clarity in messaging throughout the consumer journey can help reduce subsequent regret. 2. Compelling Storytelling: Authentic and relatable narratives that resonate with Gen Z consumers are likely to emphasize emotional connections, particularly in sectors like beauty. It fosters deeper engagement and loyalty. 3. Expanded Media and Digital Presence: To capture Gen Z's attention amidst a saturated digital landscape, it is essential to build strong presence across various platforms and channels. Being accessible to consumers wherever they are increases the likelihood of engagement and fosters brand awareness. By prioritizing these watchouts, brands can adapt to the shifting preferences of Gen Z consumers and establish meaningful connections that drive sustainable growth.

How can you keep your consumer product brands in the spotlight this year?

Is your brand listening to shoppers... all shoppers 👧👨👵 ? Check out what they're looking for when it comes to: ✅ The product detail page (PDP); ✅ The channels they're frequenting; and ✅ What your brand should do in response. Read it all here⤵️ https://hubs.li/Q02qJ7km0

eComm brands: There's still time to make this year's strategy your best yet. Dive into our eCommerce predictions with Amanda Peraud. #riseinteractive #ecommerce #RisePredictions2024

While more than half of consumers are frustrated when brands send irrelevant content and offers, 85% love when they get it right. “Consumers’ favorite brands are getting personalization right,” says Campaign Monitor by Marigold’s latest Consumer Trend Index study. “85% of consumers say their favorite brand treats them like an individual.” 78% say they’re likely to engage with an offer tailored and personalized to their interests, up from 72% last year. The survey also found that, using the ultra-scientific terms of what consumers find “cool” with their personalization, 84% were “cool” with birthday offers and 80% with recommendations based on past purchases. Of course, all this leads to the importance of getting that personal first- and zero-party data. In exchange for that information, 91% of consumers would accept discounts and coupons from brands. Other valuable offers include reward points (89%), early or exclusive access to offers (83%), and a chance to win something (81%). #personalization #marketingpersonalization #firstpartydata #zeropartydata #consumerpersonalization #consumerengagement #customerpersonalization #customerengagement #publishing #publishingindustry #digitalpublishing #mediapublishing #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Marigold)

Curious about the future of eCommerce? The rise of Gen Z as a major market force is reshaping how brands connect with consumers. Engaging with this audience means understanding their unique perspectives and values. It's about more than just selling; it's about creating meaningful relationships. I recently explored some incredible insights on what makes eCommerce brands resonate with Gen Z. The focal points are innovation, authenticity, and transparency. Brands that prioritize social responsibility and create user-friendly solutions are truly standing out in this digital landscape. Key takeaway? Embrace this transformation and let your brand unlock new potential by tailoring experiences to meet the expectations of today's consumers. What steps are you taking to connect with the next generation of shoppers? Let's discuss! 💬 https://lnkd.in/gBjchg9K

With the rise of eCommerce, it’s now one of the most challenging, yet opportune times for marketers. There’s booming data about what our consumers want, how and where they buy, and what impacts them throughout the buying journey. Brands need to find ways to utilise the best insights, tailor content that resonates with their audiences, and use the right tools to reach the right targets. Reckitt, the parent company of leading health and hygiene brands, including Dettol, Durex, Move Free, Strepsils, Vanish, Woolite and more, has found success with its data and content-driven strategies that put consumers at the heart of what it does. Find out more here: https://lnkd.in/gAmG88QV

Brands are leaving dollars on the table by not optimizing their digital shelves with what consumers really want to see. That’s why we introduced our UpLift process–a 5-step approach to help brands prioritize the right content across their digital shelf. Over the next few weeks, we’ll highlight what we’re learning through our unique process. Focusing on the beauty industry specifically, we’ll start from the beginning: shopper priorities - what’s most important to beauty shoppers when they look for a product to purchase online? In the beauty industry, Step 1 of our UpLift research process reveals key shopper priorities when purchasing products online: 1. Who the product is for 2. The product’s ingredients 3. Details on the product’s formula and ingredients Knowing this, beauty brands should prioritize these content themes across digital shelf content - making sure shoppers see that a product is right for their specific skin care needs and filled with (or without) ingredients they care about. Stay tuned as we share more insights and put them into action! #CourtAvenue #UpLift #DigitalShelf #Ecommerce #BeautyIndustry #ConsumerInsights

#Beauty brands: get your #digitalshelf right first. Greater search performance, media efficiency and sales. New insights here on what shoppers want.