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Brand Loyalty Still Exists BUT How Brands Are Chosen Has Changed
July 30, 2019
This research serves as a reminder to pay attention to audience signals & data. There is so much intelligence at our disposal today over what content causes reaction and conversion - when we're not studying what triggers reaction, we risk being throttled out of social media and digital algorithms. And ultimately, out of the consumers' choice
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A new study from global media agency Wavemaker in partnership with BuzzFeed titled "Flipping the Switch on Brand Loyalty" shows brand loyalty no longer means exclusivity.
As Wavemaker noted, "Gone are the days of touting product attributes."
Today's brand voice needs to reflect what matters to the audience.
It's no longer about how the product performs, but rather how the product looks, fits and feels in the audiences' lives.
"Brands must treat all audiences as if they are first-time buyers and acknowledge the increasing demand for brands to remain continuously relevant as they face the expectations from consumers to be more personalized and customized than ever before," Ashmeed Ali, Senior Director of Research at BuzzFeed.
Why This Matters:
This research serves as a reminder to pay attention to audience signals & data. There is so much intelligence at our disposal today over what content causes reaction and conversion - when we're not studying what triggers reaction, we risk being throttled out of social media and digital algorithms.
And ultimately, out of the consumers' choice.
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