As buying behavior changes, marketers seize new opportunities

For many consumers, 2020 is a year of firsts. For some, it’s the very first time they’ve booked a virtual doctor’s appointment or subscribed to a meal-kit delivery service. These new attitudes, behaviors and purchasing habits may be here to stay. Around 73% of U.S. consumers surveyed say they have tried a new shopping behavior during the pandemic—such as buying from a new store, site or brand—and most intend to continue. With loyalty up for grabs, how can brands capture the attention of new audiences and retain the hard-earned support of established customers? Capture the attention of new audiences With trialing on the rise, there’s an opportunity to tap into a whole new audience and accelerate demand to grow your business. Agile targeting and signal strength paired with content and platform relevance will be key when it comes to brands being able to effectively deliver an experience that wins over these newcomers. Here are some ways to accomplish that: Strengthen your relationship with loyalists According to Ipsos, two in three people surveyed globally said the way a business responds to the pandemic will seriously impact their future spending. So how can brands show up in an authentic, impactful way to keep loyal customers happy? Loyal customers help build great brands. To reach existing customers or people who have previously shown interest in your business—online or off—take advantage of tools that enable you to build out custom audience segments to demonstrate advocacy and stay connected. Meet your audience where they are Just as important as knowing who your audience is and what they want to hear, is knowing where to reach them. Social media offers a wide range of possibilities for advertisers looking to connect with specific audiences in a brand-safe environment. For example, Facebook Watch, launched globally in 2018, offers viewers a go-to place to discover videos across Facebook for whatever they’re into. Through its In-stream Reserve buying platform, advertisers can connect with new and established audiences as they navigate their “new normal.” And that’s something everyone—consumers and marketers—can appreciate in today’s changing environment. With Facebook’s In-Stream Reserve, advertisers have the flexibility to utilize different targeting levers that match their unique brand needs, with fixed pricing and guaranteed delivery—whether that’s using Custom Audiences to retain your most loyal customers or utilizing geotargeting to win over the hearts of new trialists who are local to your business. To learn more about how Facebook’s In-Stream solutions can help capture new audiences and loyalists visit fb.me/reservefb About Meta Founded in 2004, Meta's mission is to give people the power to build community and bring the world closer together. People use Meta's apps and technologies to connect with friends and family, find communities and grow businesses.

As buying behavior changes, marketers seize new opportunities

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