When
asked by global marketing agency Momentum Worldwide to
classify their relationship with brands in terms of interpersonal
relationships; family
member, friend, acquaintance or enemy, over half (54 per cent) of
those in Britain consider brands as only ‘an acquaintance’ from a
survey of 6504 people across 12 countries. The survey showed the
correlation between countries with long term exposure to brands and
consumers experiencing brand fatigue.
“Brand
fatigue exists, especially when brands just copy and paste the
above-the-line marketing campaign into the social sphere and expect
it to resonate,” says Sam Thomson, UK brand and values director at
The Body Shop.
This
research is great news for Complete One and the other companies like
ours. While consumers are becoming increasingly “turned off” by
the same continuous above-the-line marketing campaigns this is where
below-the-line marketing strategies should be implemented. At
Complete One we've adopted a more personalised approach to direct
marketing, meeting with customers face to face we are able to gain a
tremendous advantage over our competitors. In the current economic
climate, brand loyalty is declining as people go in search of cheaper
alternatives. At Complete One we are able to offer our clients rapid
customer acquisition as well as building their brand loyalty.
In
order to engage with consumers it is crucial that companies tailor
their marketing creating a more personalised, individual experience.
With the research showing that extensive exposure to brand messages
is causing fatigue, creating authentic experiences for consumers
should help refresh interest.
“This
report has highlighted the need for more personalised, tailor-made
marketing strategies as many consumers are becoming switched off as
companies are failing to engage with their consumer base. I don't
think it's a coincidence that direct marketing has become a more
popular method for companies to employ.” ~Glen Lowes, Managing
Director at Complete One
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