Marketers must focus on addressing consumer’s individual needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 15, 2019, 11:12 AM UTC

The author notes that these needs haven’t changed and are currently being met by DTC brands.

This article suggests that with changing consumer identities and shifting loyalties, a marketer should focus on serving their individual needs, instead of “jumping on the latest tech bandwagon”. This is crucial since, as indicated by a Forrester Analytics’ research, 54% of consumers would be willing to experiment in any market.

But consumers lose trust in brands when marketers fail to understand the evolution of their core characteristics. The author highlights that consumer’s basic needs haven’t changed. They still want to belong to a community and want tools that would make life convenient for them.

Direct-to-consumer (DTC) brands are currently meeting consumer needs by having a direct relationship with them and by driving personalisation. For historic, large businesses, the author suggests meeting the individual needs of a consumer by using AI technologies innovatively and using curation platforms.

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[3 minute read]