NEW YORK, Jan. 5, 2017 /PRNewswire/ -- In a
marketplace defined by increased transparency and decreased trust,
instead of selling, brands must prove that they will commit to
earning their customer's business. A new study released today and
commissioned by Wunderman, a leading global digital agency, and in
partnership with Penn Schoen Berland, finds that 79% of consumers
ages 18-65 in the US say brands must actively demonstrate "they
understand and care about me" before they consider purchasing. To
succeed in this environment, brands need a new approach to consumer
engagement identified by the research as "Wantedness."
The agency defines Wantedness as the degree to which a brand
proves their commitment to earning a customer's business across
every touchpoint and throughout the entire path to purchase.
Traditionally marketers have primarily focused on developing
consumer loyalty to their brands but the data shows that brands now
need to demonstrate their commitment to serving the consumer and
exceeding their expectations every day.
In addition, the research also identified that the competitive
landscape has changed with 87% of US consumers now evaluating
brands against leading companies like Amazon, Uber and Netflix,
which have effectively set new standards of excellence that extend
beyond traditional product categories.
"With expectations at an all-time high, brands are required to
operate in consumer culture and not just within their own
category," says Jamie Gutfreund,
Global CMO of Wunderman. "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."
The concept of Wantedness therefore requires a data-driven
approach to understanding what consumers expect in order to drive
engagement and sales.
According to the research, brands today must do more than just
provide a good quality product or service. Simply being "at par" is
not enough; 88% of American respondents say that brands must "push
boundaries" in order to be considered.
Other key 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 US 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).
For more on Wantedness and to view a copy of the full report,
please visit: wantedness.com/.
About Wunderman
Wunderman is Creatively
Driven. Data Inspired. A leading global digital agency,
Wunderman combines creativity and data into work that inspires
people to take action and delivers results for brands. In 2015,
industry analysts named Wunderman a leader in marketing database
operations as well as a strong performer in customer engagement
strategy. Headquartered in New
York, the agency brings together 7,000 creatives, data
scientists, strategists and technologists in 175 offices in 60
markets. Wunderman is a WPP company (NASDAQ: WPPGY). For more
information, please visit www.wunderman.com and follow us
@Wunderman.
Contact
Martina
Suess
+1 (212) 210-3859 or +1 (646) 404-4068
martina.suess@wunderman.com
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visit:http://www.prnewswire.com/news-releases/wunderman-study-reveals-79-of-consumers-only-buy-from-brands-that-prove-they-care-about-earning-their-business-300386618.html
SOURCE Wunderman