These surveys by Dun & Bradstreet, LoopMe, Winterberry, Persado, Sigma, Foursquare, Valassis, and Cloudinary provide an understanding of the changing consumer trends, marketing priorities, communication strategies, and more for Post-COVID times.
LoopMe Reveals Changing Trends in Consumer Media Consumption, Spend, and Outlook During COVID-19
LoopMe, the outcomes-based video platform, released its second global PurchaseLoop Research Pulse Report, uncovering shifts in various facets of the consumer lifestyle, including changes in online media consumption and spending, as COVID-19 has radically impacted the world. The report surveyed 8,000 people in eight countries, including the U.S., U.K., Canada, Germany, France, Italy, Singapore, and Hong Kong, to measure consumer sentiment across four key indexes: media consumption, buying behavior, aspirational goals, and overall outlook.
The media consumption index shows, news and social media have seen the largest drop by 11% consumption, whereas gaming has increased by 27%, and reading has dropped to an all-time low of 13%. The buying index consumer spending has increased by 5.5%; in Singapore, 35% have increased their total purchases surpassing the global average of 10%. In the aspirational index, 37% of consumers globally aspire to socialize with friends and family once the COVID-19 crisis is over, 1 in 5 consumers globally won’t change their lifestyle once the COVID-19 crisis is over, over 1 in 10 consumers globally (11%) aspire to dine out the most, once the COVID-19 crisis is over.
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Research Identifies Significant Marketing and Advertising Changes Ahead for Identity
Winterberry Group, a specialized management consultancy with deep experience in advertising, marketing, data, technology, and commerce, released new research: “Identity Outlook 2020: The Evolution of Identity in a Privacy-First, Post-Cookie World.†The study provides a comprehensive look at the current state and outlook for identity in marketing and advertising. “This research facilitates understanding of the complexities throughout the rapidly evolving market segment of identity and the significant challenges ahead due to regulatory interventions and evolving browser policies,†said Winterberry Group’s Senior Managing Partner Bruce Biegel. “We see those challenges as positive catalysts for innovation and believe identity solutions can and will continue to be critical to marketers’ efforts to understand and engage with consumers.â€
AI Language Analysis Highlights Shift in Brand Communications Post COVID-19
Persado, the AI platform that unlocks the value of the right words at every customer interaction, announced a new language analysis in response to the coronavirus pandemic that demonstrates how brand communication has changed at an empirical level as a result of COVID-19. Persado evaluated the words, phrases, and emotions that drove engagement pre-COVID and compared them to the language that emerged as most effective as the crisis evolved. The goal was to identify specific ways that the language used in brand communications changed as a result of COVID-19. With emotional impact being the primary driver of how customers respond to a particular message, the analysis highlighted specific changes in the emotions inherent in the language that engaged customers during this time and pinpointed those words that mattered most to customers.
True Influence® Identifies B2B Industry Intent Trends During COVID-19
Sigma commissioned Atomik Research, an independent creative market research field agency, to conduct an online survey of 801 data experts and 800 line of business employees from companies with between 201-10,000 employees within the United States.
More than three quarters (76%) of survey respondents say their companies are somewhat to very data driven. When asked to define what being “data driven†means, 39% of domain experts admit they’re “not totally sure,†while only 6% of data experts feel the same. Despite feeling confident about what it means to be data driven, data experts feel insecure about the results they’re able to deliver. Nearly half (45%) say they struggle to interpret domain experts’ data questions or needs. A fifth (20%) of domain experts report they rarely or never feel their data needs are adequately met by their data team. More than a third (36%) surveyed believe domain experts do not understand what can and can’t be done with data.
Location Data in a Marketing Lifecycle
Foursquare commissioned Advertiser Perceptions to survey brand advertising decision-makers across the U.S. to examine who owns location data within a marketing organization, how it is used, the benefits it provides, and what’s to come as the industry continues to evolve.
Most Marketers consider location data essential for achieving their goals and appreciate the myriad benefits it provides. The most common uses are identifying new consumer markets, ad serving, ROI measurement, and creating personalized content and ad experiences for customers. These experiences span the funnel, from driving awareness and consideration to conversion and loyalty. Location data delivers on performance, whether marketers measure attribution, purchase or brand lift, or seek deeper customer insights. Location data will only be more important as we shift to a post-COVID-19 world.
Valassis Research Illuminates Shifts in Consumer Behavior During COVID-19
Valassis, the marketing technology and consumer engagement company, shares new research examining consumer behavior amid the COVID-19 pandemic as states begin to lift restrictions and businesses begin to reopen. These insights provide a powerful understanding of how behavior is shifting, allowing brands to tailor marketing efforts in relevant, compelling ways, driven by current consumer demands.
Based on responses from 1,000 U.S. consumers, the research reveals consumers still have an appetite to shop – despite the global health crisis. In fact, 36% have made an impulse purchase based on an advertisement since the pandemic began, and 65% of consumers said they’ll make an unplanned purchase just to treat themselves in the next month. In retail, 19% of consumers will use the buy online and pick-up in-store options more often (versus 10% in March). When it comes to restaurant purchases, 29% believe they’ll choose to carry-out from restaurants more often (versus 20% in March). Additionally, 23% of consumers will use restaurant delivery more often moving forward (versus 18% in March). This number spikes to 36% among younger consumers (ages 25-34).
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Cloudinary’s 2020 State of Visual Media Report Reveals Untapped Opportunity
Cloudinary, the media management platform, second annual State of Visual Media report reveals an online universe rapidly expanding by geography, device, browser type, and other factors. The continued rise of messaging apps such as Slack, WhatsApp, and WeChat have led to growth in indirect web traffic, providing a huge opportunity for brands to use visual media to profit from the power of ‘dark social’ peer referrals within microbrowsers.
Key insights from the report include the power of video evolving with micro-video content taking a lead role for its ability to boost engagement and conversions in just seconds. Thinking beyond Chrome, Safari, and other popular browsers can tap into the otherwise missed opportunities hidden within the growing long tail, providing engagement opportunities with millions of users.
Dun & Bradstreet Finds COVID-19 Is Transforming Marketing Strategies And Reducing Budgets
Dun & Bradstreet interviewed 210 CMOs and senior marketers and decision makers in the following sectors: financial services, technology, healthcare, construction and building materials and logistics/transportation about the pressures they are feeling during the pandemic.
70% revealed that their marketing budgets were reduced as a result of COVID-19, over 76% said they and their teams have been under increasing pressure to deliver during COVID-19, and 77% agree that new business leads have reduced since the outbreak. What’s interesting is that 80% have used the time to revaluate their marketing strategy, and 83% are making changes and preparing to bounce back toward the end of financial years.