Home > Insight & Ideas > Expert Knowledge >  Brands Need To Link With Consumers' Passions 

Brands Need To Link With Consumers' Passions

Holmes Report  29 Jun 2014

Consumers are hungry to live their passions, and brands that can satisfy that appetite will reap the rewards, according to new research from Ogilvy & Mather, TNS and Google, which concludes that marketers will increasingly need to keep their focus firmly on their brand's core and how it relates to their consumers' passions.

According to this new research, consumers are choosing to engage only with content that is personally relevant to them, their purpose and their passions.

“Brand advertising has traditionally concerned itself with touching the hearts of audiences or tickling their funny bones,” say the study authors. “Advertising used that emotional—often entertaining—connection to bond consumers to the brands they grew to love, with the courtship carefully scheduled around television seasons, divided by the time of day and dependent on broadcast media consumption.

“But today, digital platforms and social networks have changed the relationship between brands and consumers.”

Over a span of six months, in two different waves, Ogilvy, TNS and Google surveyed 2,458 recent purchasers of products in three categories—auto vehicles, beauty products and smartphones—and found that “Generation C” (for Connected) consumers are looking much more substantially for media to match the purpose with which they lead their lives.

Consumers choose the brands that engage them on their passions and interests 42 percent more often than they do those that simply urge them to buy the product being advertised.

The research identified different reasons that consumers go online. Some primarily seek entertainment, while others look, first and foremost, to connect. A third and fast-growing motivation for consumers to go online is to seek information on passions and interests. These consumers seek to enrich themselves and explore their interests so they can build and pursue their passions.

For brands, these consumers are better customers (they are 70 percent more likely to have purchased something online in the past month versus consumers driven by entertainment or connection) and word-of-mouth engines (1.6 times more likely to rate a product or service online at least once a week).

 

Category : Consumer

Tags:
Consumer marketing

comments powered by Disqus

 

Archive

Tim Edgar @Tim Edgar

Holmes Report Announces Asia-Pacific Consultancy Of The Year Finalists http://t.co/VWXYtCqHfO via @HolmesReport

6 minutes ago ReplyRetweetFavorite
Ameya Sirur @Ameya Sirur

RT @holmesreport: Payment Player ACI Hands Multi-Market Brief To Bite http://t.co/n6pJT1a5q4

8 minutes ago ReplyRetweetFavorite
Vicky Hope Bond @Vicky Hope Bond

RT @Jen_ChristieUK: Excited to officially welcome Tara O'Donnell to the team as the new UK MD @text100uk http://t.co/LaT9hCoH1t

27 minutes ago ReplyRetweetFavorite
The Holmes Report @The Holmes Report

Satire website apologises to Bell Pottinger after ISIS story http://t.co/xBiXpsEq7o via @bi_politics

32 minutes ago ReplyRetweetFavorite
 Christopher @ Christopher

A big welcome to Tara O’Donnell, our new UK MD @text100 @text100uk http://t.co/j8WPGajZfq  

33 minutes ago ReplyRetweetFavorite
Comm. News Live @Comm. News Live

Payment Player ACI Hands Multi-Market Brief To Bite via @holmesreport | http://t.co/HEx7e92cpF

49 minutes ago ReplyRetweetFavorite
RSS | Join Facebook Twitter Linked In

Agency Directory

Search by Clients