Marigold’s 2023 Consumer Trends Index Outlines Global Consumer Attitudes and Trends In Personalization, Privacy, Messaging, Advertising and Loyalty

As we move into 2023, it's becoming increasingly clear that consumers are responding to economic uncertainty with more caution. With this in mind, it's important for brands and retailers to understand the latest consumer trends. According to the new 2023 Consumer Trends Index released by relationship marketing pioneer Marigold (formerly CM Group), shoppers are making fewer impulsive purchases than before. Email marketing remains the most effective channel for driving sales, with nearly half (47%) of consumers purchasing a product after receiving an email from a brand in the past 12 months. While consumers appear to be exhibiting greater brand loyalty than ever before, one-third of respondents stated they had switched away from a favored brand within the previous 12 months due to poor loyalty programs or negative online experiences. Such findings suggest that brands must do more than simply offer discounts or reward points if they want their customers to remain loyal over time. What’s more, personalization continues to be a major factor influencing consumer behavior. While most people are willing to share personal data with brands in exchange for relevant content and offers—they prefer companies to use data explicitly shared with them rather than cookie-fueled ads which can feel intrusive and just plain creepy. Empathizing with customers should be a top priority in order to stay competitive and capitalize on emerging opportunities as they arise. Understanding customers' wants and needs requires gathering insights from multiple sources such as surveys, interviews and focus groups—as well as leveraging data already collected through existing channels like emails or social media interactions. Brands must take advantage of digital tools available today in order to better understand their customers’ buying habits—and gain actionable insights that will help shape future marketing strategy and enhance customer experience overall. Download the free report from Marigold here.

Marigold’s 2023 Consumer Trends Index Outlines Global Consumer Attitudes and Trends In Personalization, Privacy, Messaging, Advertising and Loyalty

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