Focus on highlighting the brand purpose

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 22, 2021, 5:46 PM UTC

With the pandemic accelerating the growing awareness around online privacy, social and political injustices, companies need to pay close attention to their brand purpose.

Though the average daily time spent consuming content online has more than doubled in 2020, consumers’ attention span has inversely gone down. To keep up with the evolving customer behaviour and be relevant in this transitional period, brands must build unique, memorable, and entertaining stories.

Companies must adjust marketing messages to speak to new consumer habits. Marketers must focus on brand purpose highlighting “what the brand is doing, rather than what the brand is selling.”

Both online retailer Amazon and job search platform Indeed have achieved success after highlighting their brand purpose in their marketing messages. Along with showing creativity, brands must highlight their purpose and intention in their marketing messages while also respecting consumers’ online privacy.

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