eBook | Influencer Marketing: How to (re)connect with your communities?
Published on 10/11/2020
With the widespread accessibility of digital devices, the phenomenon of ‘advertising overkill’ is reaching a breaking point, as advertisers try and invent new ways to appear in users’ news feeds. But the marketing crisis we are experiencing today goes further than that: consumers no longer trust major brands with their traditional, purely top-down marketing methods. The challenge for today’s brands is to adapt to this new consumer behaviour by understanding their target market better – specifically their values and passions.
With the emergence of the Yet Z generations, today's consumer has changed. They are more interested in what they consume, the success of an application like Yuka to scan the products they buy and learn more about their composition and origins is proof of this. He also thinks about consuming more ethically and responsibly.
In a late 2018 Kantar study, 77% of French consumers say they try to buy local products as often as possible. While the product itself and price still have a key role in purchase intent, values, proximity and engagement with the brand are the key marketing success factors to consider in 2020 and over the long term.
77% of French consumers say they try to buy local products as often as possible.