How consumers relate to brands

Based on your responses to last week’s survey, I’d say … no. Either way, not yet. Of the 192 respondents to the question “Have you heard of a headless content management system?” only 58% of you said “yes”. Since this is a thing in your industry, you cannot feel anything. The headless CMS appears to be installed.

What Makes the Difference This Year:

The Prophet’s Market Interest Rate Index

We’ve seen a lot of reflections in recent weeks as we’ve been through a whole year of pandemic. With all this, the consumer has bought, albeit in different ways and channels, and the business community has adapted.

Last week, the Prophet Advisory Bureau released the results of its regular brand relevance survey after 13,000 US consumers were asked about the importance of brands in their lives. Perhaps unsurprisingly, the company claims that “last year’s unpredictable turbulence has increased the Prophet’s interest like never before.”

The photo above shows the brands that won or lost the biggest bet between the 2019 business survey and the last. Central themes with the most relevant brands: convenience, dedication, joy, truth, and purpose.

Because we care.

 The past year has brought many changes in our lives and has led many people to re-evaluate their priorities. Understanding the change in customer attitudes is a key ingredient in ensuring you deliver the brand people are looking for, both in marketing and through products.

CDPA: Breach of Personal, Public, and Confidential Information

The laws to protect people’s personally identifiable information should be simple, right? Apparently not. A more detailed analysis of the US Consumer Data Protection Act, signed last week by Governor Ralph Northam, shows just how confusing and confusing this legislation can be. What is not yet clear is whether the loopholes were deliberately or accidentally worked into the law.

Consider confidential information, which the law defines as a “category of personal information.”

 This includes information such as:

• Personal information that discloses racial or ethnic origin, religious beliefs, diagnosis of mental or physical health, sexual orientation or citizenship, or immigration status;

• the processing of genetic or biometric data to uniquely identify a person;

• Personal information collected from a known child; or

• Exact geolocation data.

Then make the data public: the law specifically excludes public data from the definition of personal data. This seems to imply that all data in the previous four categories are valid for collection and processing, provided that the controller has a reasonable basis to believe that [the information] is legally available to the public through the media. Widely distributed by the consumer or information provider, unless the consumer restricts the information to a specific audience.

In other words, the law appears to encourage the collection of personal and confidential information from public sources, such as social media. Is that what the legislator wants to say? In addition, there is a clause stating that the CDPA should not be viewed as a violation of the right to early change.

For those involved in Virgin’s marketing, the practical application of this legislation is a bit of discovery.

How ad design affects sales

Market research firm Dynata is once again working with creative software company Celtra to investigate how advertising affects consumers. Previously, they found that repeating messages can discourage people. It makes sense that marketing and creative teams want to increase the variety of messages through a wider range of advertising, email, and other creative media. However, this increased creativity has a drawback. Dare to diminish the quality of creativity. What are the benefits of the poor design if it is expanded creatively? The results of 1,000 surveyed US consumers show that:

• More than half (52%) of consumers were rejected because of poor ad design;

• 85% of shoppers say they are more likely to trust a brand with high-quality ads; YOUR

• 74% of consumers are more loyal to brands with consistent messages and designs.

Because we care.

 The majority Consumers support socially successful brands New research from Channel Factory confirms that commercial values are increasingly important to consumers. 69% of consumers prefer to buy from brands that do business in a socially conscious manner. The causes include charitable donations or responses to climate change. 68% prefer to buy from brands that are committed to developing positive digital environments, and 60% prefer to buy from brands that are committed to diversity and inclusion in these environments.

It is also important for consumers that brands personalize their message with the right content (part of the Channel Factory series). 54% of consumers said they would have a negative opinion about brands that contain the content of your ad. Personally, from donors, do it. do not share your values.

The research is based on a survey of 1,000 consumers between the ages of 18 and 65, 53% women and 47% men.

Why do we care?

As usual with these studies, the results indicate that the sponsorship services are in demand. But in this case, we have no doubt that the survey reflects a strong and consolidated trend. Consumers want value-based relationships with brands, not just transactional relationships, and brands need to reflect their values wherever they want to advertise. Today, at 11 a.m., you can hear more about brand values and the importance of diversity and inclusion in MarTech’s keynote speech.

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