MERCADEO Versión en español

Carolina Cardoso of TOPLINE: The digital explosion influences where and how buying decisions are made

Liz Unamo| 1 de enero de 2022

Carolina Cardoso de Topline

TOPLINE together with SL CONSULTORES have presented an exploratory study that identifies key consumer insights in order to turn them into opportunities for companies and brands in 2022. “The exploratory study we made left it very clear that the digital explosion we’re living in has influenced the how and where people take buying decisions. We also find a super important change in why the pandemic has made the pattern of purchasing decisions so emotional. This represents a big challenge for companies, as does discovering why this should be so, in order to correct the company’s approach and offer consumers right now the things they demand – which is an enormous opportunity to win an advantage over the competition,” said TOPLINE Commercial Manager Carolina Cardoso. The study maintains that listening to the consumer is not an option, it’s a duty. “The decision-to-buy process has been influenced both rationally and emotionally, so we have to rethink our strategies with that in mind,” Cardoso said. The study found six basic insights, the most relevant being on the emotional level, the consumers’ state of mind when making their buying decisions. “Consumers feel that if they choose a certain supplier for their purchases, it’s a privilege that the company ought to reward with excellent client service. The expectation of attention is so great that it moves on to an emotional level. On the other hand, employees of that company have undoubtedly come from being almost 19 months of being out of work, with their morale at an all-time low and with little training. Many workers are new to the job or temporary employees, thanks to the economic situation we’re going through. So this is a perfect storm stirring up a clash between consumers with their emotionally high expectations and the ability of a company’s worker to fulfill those expectations,” Cardoso said.As for how brands can benefit from the results of the study, Cardoso said it helps understand the reasons and needs behind the changes in habits, while calling attention to the feelings underlying purchasing decisions. “For almost two years, people have been in survival mode with regard both to their health and the economy, which has led them to become more self-sufficient, to satisfy their needs much more simply and find replacements for many products and services. The reason is that changes in purchasing decisions have moved to an emotional level, while the explosion of technology and digitization has put such changes more readily at hand. Cardoso identified a series of changes in consumer habits: -Folks make their own market study from their cell phone, and they do it from the store. -They have more contacts. Microecosystems such as WhatsApp groups influence buying decisions.-They expect to be attended with the same quality on all the digital platforms of their choice. -The purchasing experience will be the most determining fact of the purchase. -The consumer is more sensitive toward new subjects like the human connection, empathy and diversity. Among today’s marketing challenges is the achieving and maintaining of an emotional connection with the consumer. “Messages may not be read or listened to, but will be felt. For that reason it is important to stay very close to clients, and to the clients of our clients, in order to understand not only the what, how and when, but also the why of their positions.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.