Brands Need to ‘Care’ About Consumers Before They Will Buy via MediaPost (source: Wunderman and Penn Schoen Berland)

A new study found that 79% of consumers ages 18-65 in the U.S. say brands must actively demonstrate “they understand and care about me” before they consider purchasing.

“It used to be that brands had the luxury of customers conforming to their business models, which worked for many years. But the tables have turned. Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders,” stated Jamie Gutfreund, CMO of Wunderman.

Other findings from the study include:

  • 90% of American consumers believe mobile empowers them to make better purchase decisions
  • 89% of American consumers say that they are loyal to brands that share their values
  • 74% of consumers in the U.S. say that brands can set a new standard by how they serve customers (in other words they don’t have to just offer a new product)

Access full article from MediaPost

Four Things Brands Are Missing With Data via AdAge (Interview with Baker Lambert, TBWA Worldwide’s global data director)

When it comes to data and marketing, most people tend to focus on proving effectiveness and ROI or targeting, which is “only 20% of what you can and should be doing with data, especially in a creative agency,” according to Baker Lambert, TBWA Worldwide’s global data director.

The four things agencies and advertisers are missing when it comes to using data:

  • Early enough or broadly enough in strategy
  • To empower creative
  • To unlock creative executions that have never been done before
  • As creative content

Access full article from AdAge

41% of Millennial Consumers Are Brand Ambivalents

IBM’s Consumer Products Study finds that consumer brand loyalty is fickle, and no longer associated with repeat purchasing. The report identifies four consumer clusters: Brand Enthusiasts, Brand Ambivalents, Product Purists, and Disassociated Shoppers.  These groups differ in their levels of communication with brands, willingness to provide input, and degree of comfort in sharing personal data. Read more »