Latest consumer digital trends publishedDavid Patrick
The latest DMA Tracking Study demonstrates that consumers are more selective about who they will interact with, and how.
These days consumers are far more price conscious, Offers such as money-off vouchers and other ‘value’communications are opened and read more widely than other communications. These value offers hold considerable sway with customers and is evident across all socio-demographic groups.
Consumer fatigue is starting to set in with the average consumer receiving over 45 promotional emails a week Customers have become accustomed to getting better value, cheaper offers, and more attention. So, really the key is to create content that engages on a deeper level; because a truly engaged customer is more likely to share content with others.
Consumers want brands to provide them with something worth reading, above and beyond just branding, offers and advertising. Only then will they become a vocal brand advocate and share content with their peers. For the post-recession consumer, content and relevance really is king.
And if you get it wrong, you may not get another chance.
The study was compiled by the DMA and Silverpop and can be read in full here