Brands have to be useful, that is what consumers expect from them
What do you look for consumer brands? That is the question that those responsible for the companies spent years trying to respond and material for countless studies and analyzes, trying to establish what buyers want their favorite brands. Predictions are several and needs to cover vary by type of market in which companies and the public coming operate. The millennials, for example, the emotional value and expect brands to be more than a business. Baby boomers value more the fact that the product is associated with a brand they know and in which they have confidence.
But beyond the needs and changes imposed generational changes, brands must also deal with the changes imposed by changes in how consumers communicate and adoption of new technologies. E Internet is changing many things and making users look for something a little different to what they wanted in the past.
According to a study by Razorfish, brands have to be useful. That’s what consumers demand in times of Internet, more than other brand values that were more attractive in the past. According to the findings of the study, the network and E are “redefining” the concept of brand loyalty and consumers are looking for today marks the day that do not make them waste time, that are useful and that reward their commitment as consumers showing loyalty to their clients.
Consumers also value that makes them interesting, but when truth be useful is more valued interesting that in all analyzed markets and far.
In fact, bet on these features may be the only – or poor – so that brands can take to reach the consumer. The analysis has also focused on how consumers allow businesses to reach them and how to receive commercial messages. Traditional ads are now out of the equation.
What worked longer does?
According to the study, consumers would do anything to skip commercials and are already doing what they have in their hand to not see them. The percentages depend on each country but the general trend is that many consumers try to avoid TV commercials (watching programs on demand or via recording) and is always popping ads pre-roll online video as they are given the opportunity.
And although so far worked funny or flashy stimuli, such as a humorous tweet or a funny ad, now that is not enough to ensure reaching the public. There are too many stimuli trying to attract consumer attention and therefore be more complicated that finally attracts attention.
The only way to make consumers feel comfortable with the ads and consume them without much doubt is turning on one leg more than makes brands are useful. When the ad in question is seen as the key to access something else, such as premium items or services that reward loyalty, the user is much more receptive to them.