Understand consumer segments when designing brand narratives

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 21, 2021, 3:23 PM GMT+0

Brands must also be mindful of some stark differences by market and within markets that will significantly affect customers’ choices.

Instead of obsessing over data, businesses must focus on real people to create inspiring global brands narratives. While people who worked from their homes managed to save money, several others lost jobs.

Similarly, established companies have created new budget lines and launched cheaper collections for customers on a tight budget. On the other hand, the luxury market is booming, courtesy consumers who may have saved during the lockdown and are now ready to splurge.

Brands must rely on dynamic content optimisation to offer personalised and engaging advertising content to audiences based on demographics, geographics and other facts. Marketers must understand where their audiences are on the buying journey and their needs to tailor their content.

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