A recent article on Marketing Week revealed new research that shows that while traditional marketing demographics are still valuable, consumers’ shopping behaviour is changing now more than ever, so it is consumers’ attitudes that are more likely to have them latch onto a brand over age or social stature.
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Consumers’ attitudes are changing, and therefore marketing has to evolve to be able to keep up with customers’ needs to allow them to continue to run effective marketing campaigns. Direct marketing specialist Omnilotus is using brands to target attitudes and emotions rather than relying on traditional age, gender, income and social status. "In light of the new research, companies should now be re-evaluating their marketing strategies and force themselves to think outside the box to find a marketing style and campaign that will reach their target audience,” said a spokesperson for Omnilotus.
Network Research conducted the study of 1500 UK consumers, investigating how consumers relate to some of the UK’s most popular brands based on two factors: rational and emotional attitudes; providing an alternative view on the traditional marketing demographics. The results showed that brands could have more success by targeting consumers based on their attitudes. The article outlined the fact that some companies need to alter their approach. An example is TSB; historically TSB had an older and financially conservative audience before their merger with Lloyds Bank back in 1995, however somewhat surprisingly, research shows that early adopters were overwhelmingly in favour of the re-launched brand.
The study revealed that one demographic market - having children - continues to play a big role in the likelihood of recommending a brand. Statistics showed that for M&S, 64.7% of consumers with children were likely to recommend the retailer versus just 35.6% without. Similarly, for Samsung, 68.9% of those with children would recommend the brand compared to 31.1% of those without.
The only well-known brand that was more popular with consumers without children than those with, was Waitrose. The supermarket also ranked very well with consumers who had an interest in health and fitness. The study revealed that marital status has a major bearing on consumers’ attitudes towards brands. Out of the 1500 studied, 60.3% of those in couples stated that they would recommend Sky, as an example, compared to only 16.5% of those who were single.
Budget clothing retailer Primark, which many might believe would be most popular amongst less affluent consumers, in reality, research shows that those in social grade AB, 21.8%, are just as likely to recommend the brand as people in C1, 23.1%. Therefore, results show that for brands such as Primark social grades are probable of little marketing value.
Omnilotus is constantly re-evaluating its marketing strategies to safeguard its eputation for exceeding client demands. In the digital age, marketing is constantly changing, and the platforms are far greater than what they used to be. Despite technological advances, Omnilotus believes that brands should always implement face-to-face market research to learn more about their target audience. “Don’t rely on what has always worked, times change and consumers change simultaneously,” said a spokesperson for Omnilotus.
Brands should be targeting attitudes and emotions rather than just relying on what has always worked. As trust and brand loyalty falls, Omnilotus believes brands need to rethink their strategy.
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