Consumer Engagement Building Sustainable Brands in 2020 and Beyond

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The 20,000 Foot View: Brands have an ongoing engagement problem. No matter how much data they use or how targeted they go, competition is fierce, consumer attention is saturated, and all usage comes at the expense of time spent elsewhere. With the ubiquity of advertising, brand choices are as much a personal statement by the consumer to their peers as a testament to trust and loyalty in a company. Brand engagement – allowing consumers to collaborate with, own, and feel at home amidst the community of their fellow brand devotees – has enabled a new type of audience community that can survive market hardships and ensure lower levels of churn.
Key Insights
- In a attention economy, when all attention is at the expense of propositions, served advertisements are disruptive steal priceless user time of consumers normally stop paying attention when ads come on, rising to of the music-listening passive majority and of the passive majority of gamers
- If able, consumers choose not to watch skip video ads online, rising of music listeners, of TV and of games players
- However, sentiment a role, with of consumers skipping relevant ads rising to music streamers, of binge viewers, of games video viewers
- In a working from home and social means home entertainment has a of workers’ extra time to
- Brands need loyalty and fandom amongst their so that they are chosen be kept amidst a recession-driven cull
- Consumer messaging build fandom and enable fans play a role in the of their own brand communities
- Audience-led brand drive personal satisfaction and result greater loyalty and brand sentiment
- Brands can their positioning in relation to content types and brands that audiences enjoy to facilitate flourishing, and growing communities
Companies and brands mentioned in this report: Amazon Prime Video, Disney+, Fortnite, The Mandalorian, Marshmello, NBCUniversal, Netflix, Peacock, Rick and Morty, Star Wars, Twitch, Un:hurd, Universal Music Group, The Witcher, YouTube