From supermarkets , clothing brands or insurance companies , brands can play a decisive role in the lives of consumers. But how does this change during periods of economic consumers see difficulty? As Claire Paull, Head of Global Marketing at Amazon Ads , points out in statements to Ad Week , in the last wo years there have been moments of difficulty on a global level. But these circumstances have pushed people to flexibility, and to “create a manual to navigate an uncertain future.
What values Brand consumers see
In unpredictable times, brands must fight for consumer trust. Earning customer trust and loyalty requires: being agile, quick to respond to customer needs and What values moving forward in line with the brands’ values. According to the “2022 Higher Impact” report, 79% of shoppers are more likely to purchase executive email list products and services from brands whose values align with their own. And 64% report greater purchasing interest in brands that position themselves on social problems and conflicts.
Sustainability, diversity, equity and inclusion are among the most important values. Especially among young adults. The report notes that 6 in 10 consumers actively search for “brands that are sustainable in their business practices.
A growth mindset fuels innovation
But, the professional highlights that as part of the marketing culture, she encourages her team to “focus on the power of incremental innovation that arises from this perspective.” Paull highlights that professionals in this industry try and accept failure as an opportunity for learning and improvement , to apply in current and future campaigns.
For example, an analysis conducted by Amazon Ads indicates that many customers in the United States relocate their budgets from linear television to Amazon’s streaming Hong Kong Lead television service to reach larger audiences. Advertisers are looking for more direct and efficient ways to interact with the audience, according to the study, Amazon streaming television ads allow brands to reach their target audiences 2.2 times more than linear television.
