The world is hard to measure, especially to predict the future. Fortunately, the two considerations of loyalty and participation can enable marketers to understand what consumers think and what is more important, and predict that in the real business world, consumers will take What kind of action, whether it is in the choice of products or the attitude towards the brand. If these metrics are helpful to marketers, marketers can view it as a version of loyalty and engagement that predicts the future of the crystal ball – or a brand's marketing warning system. If these indicators are properly deployed, they will typically measure the orientation, speed and intensity of future consumption values ​​12 or 18 months before major market changes occur and before focus group surveys or traditional market research. The following are nine major trends that have a direct impact on the success of brand marketing campaigns in 2009:
1. The price is crucial. Due to financial pressures and lack of confidence in the economy, consumers will continue to be very conservative in terms of spending. But no matter how much consumers earn, no matter how much their discretionary income, they still want to be seen as "smart shoppers." In 2009, this title is more related to the financial self-image, but rather more economically necessary. This is especially true for current economic indicators, which have further exacerbated the decline in consumer trust and suspicion of previously established financial and retail institutions. A sharp economic downturn will prevent brands from providing meaningfully differentiated or resonating values, with the exception of brands with lower, lower and lower prices.
2. Differentiating, meaning and added value are more important. Marketers will need to ensure that their brand does express something that consumers value. Brand recognition as a meaningful market force has long since become obsolete. Today, differentiation is critical to success—that is, sales and profitability. Those who rely primarily on word-of-mouth promotions will soon discover that they are creating a lasting perception among their consumer base that only price (or price reduction) can differentiate their products from competition. If you have been doing this and doing it well enough, then your products and services will no longer be a "brand", but will be treated as a "product category locator" and that's it.
3. Consumer participation is not a fashion, but a brand goal. Facts have confirmed that true consumer engagement and positive consumer behavior are related. Consumer engagement should be determinable through consumer reactions: it is the goal of any marketing or media program that essentially enhances a brand's brand equity (a brand is considered to meet or even exceed consumers' products) Expected value). Marketers will realize that if they continue to measure engagement with an outdated consumer attitude model, it is almost impossible to achieve true brand engagement. Marketers will begin to accept the fact that there are four ways to engage, including: platforms (television, internet); scenarios (programs, web pages); messages (advertising or communication/communication), and experiences (shops/activities). However, their goal is only one: brand engagement.
4. Media planning will be more innovative and two-way, and more focused on consumer touch points. Media planners still divide media touch points into “online touch pointsâ€, “offline touch points†and “new touch pointsâ€, but the plan will be based on some key considerations: which touch points will better enhance the brand value? Where can the brand + media equation lead to true consumer engagement? It only works if the media plan is completely logical, credible, user-friendly and true. Media planning innovation and technological innovation will be exactly the same, just like the same. For consumers, mobile devices are increasingly becoming an increasingly important point of contact; and in 2009, mobile devices will be the starting point for a shift from desktop to laptop to portable. Phone location-aware software should inspire mobile media, and it is expected that promotional coupons will come along with IP multimedia systems and find a greater measure of the return on marketing investment. It’s not new to move marketing budgets to the web, but social networks will become more engaged in terms of engagement to help marketers deliver messages more effectively and thereby determine the rewards of their efforts.
5. Is your brand "green"? Just being environmentally conscious is not a choice for marketers in 2009, and brands must find ways to position their products in ways that meaningfully support their future sustainability. However, as more and more companies strive to participate in the environmental movement for their products and services, there will be more and more skeptical consumers. Most consumers have already heard of these promises and have begun to ask companies to provide relevant evidence and confirm its authenticity. Compared with the past, it will be more necessary to measure its authenticity and the level of green that consumers think the brand can truly achieve. Conducting such measurements will provide insight and strategic direction: it helps brands differentiate, create added value, increase consumer engagement, and a bottom line – profitability.
6. The brand will need to identify and capitalize on new values. Fortunately, loyalty and engagement metrics can determine these trends and values ​​a few months before marketers find trends and values ​​that are more important to consumers through market research. Take a look at the 60 categories and nearly 500 brands we measured in our BrandKeys Customer Loyalty and Engagement Indicators, for example, we found that “customization†engagement, adoption and loyalty to products and services The average contribution rate is currently 18%. This number is five times that of the first measurement in 1997. Keep an eye on "customer customization" - a newer form of loyalty value that integrates itself into almost all product and service categories - something that marketers pay special attention to.
7. The behavior will be a better attitude than the end. More marketers will start to realize that “knowing you†doesn’t necessarily “buy your product or service†(or, on this issue, you don’t even have to “like youâ€). Brands will need to identify – and focus – real consumer behavior metrics. The company will further enhance the effectiveness and efficiency of marketing by identifying the consumer segmentation groups that make behaviors to synergize the investment in brand value, brand and corporate positioning, communication/communication and media planning.
8. Consumer expectations will continue to grow. Now, few brands are able to keep up with consumer expectations. Consumers adopt and absorb newer technologies and innovations every day, hoping for more new technologies and innovations. In 2009, smarter marketers are expected to use more and more high-tech systems to identify and capitalize on unmet consumer expectations through newer defined values ​​(such as customer customization). This approach will help them differentiate their brands from competitors, and brand-consistent touchpoints (such as mobile marketing) will play a major role in meeting and managing consumer expectations.
9. Create a simple life for your brand and customers. The marketer HDThoreau has predicted that the ninth and the latter trend of the upcoming 2009 will be “simplification and simplificationâ€. In fact, what consumers are looking for and what they are looking for is simplification. This is particularly strong in certain categories, such as cell phone solutions, search engines and washing powder. Who never thought about replacing a mobile phone operator and complaining about comparing between two complex solutions? On the online travel site, simplification also appears as a drive to determine the itinerary. Although competition has warmed, brands continue to compete on price rather than on measures that can generate positive consumer behavior – simplification.
The future may not be the same as in the past, but the brand is very certain that the future will present a more difficult period for marketers. However, marketers and planners who have mastered loyalty indicators will be able to successfully cope with the inevitable trends in their offices. And doing so will make them both a prophet in 2009 and a winner in 2009.
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