As many of us continue to be locked inside, we’re getting bombarded with marketing messages. Are you wondering if you’re making a positive brand impression on consumers? New research shows how that impression comes down to the advertising format used, the frequency of messaging, and the offers you are making.
Positive brand impact and increased sales are among the reasons to use the new marketing formats that have become increasingly popular with brands. Yet, we’ve learned that the following marketing formats delivered the best brand impressions:
Positive online reviews: 41%
TV ads: 24%
Social network ads: 24%
Recommendations always have been and will remain at the top of the list. The data in the above list is based on global input.
Use of personal information
In the U.S., 57% of consumers say they are less willing to buy or use a product from a company that has used their personal data. To maintain a positive brand impression, your clients should be upfront about what they are doing with the information. Consumers are waking up to the fact that marketers view them as valuable, and the way brands use personal data definitely impacts public opinion. Over 60% of consumers want to be incentivized for marketer use of their data. There are some data points that consumers will share more readily than others. Information on entertainment history (84%) or hobbies (82%) falls into the shareable category. However, only 41% are into sharing their faces, and just 37% will give up biometrics.
All advertisers are walking a tightrope right now. They want to stay in touch with consumers during the pandemic, but not overstep with an inappropriate amount of messages. Our research suggests that using the right frequency is also important. Here’s how often consumers want to hear from your clients:
Once every three months: 7%
Less often: 7%
Positive brand impression
If you are planning to communicate with customers, do so in a way that will be appreciated. Consumers want to get discounts and offers (59%), an announcement of new products or services (31%), and new product reviews (27%). This consumer desire is present regardless of the pandemic status.
To maintain a positive brand impression, you should buy advertising in a range of formats. Beyond that, don’t risk breaking trust with consumers by being reckless with their personal information. To learn more about which consumers react to specific forms of advertising, contact Branding Iron Management.