When it comes to retail engagement and response to marketing, consumers are all about inspiration, joy, hope and love.
That’s a prime finding from an Allocadia survey regarding how and why consumers respond to product marketing.
“In 2020, COVID-19 forced marketers to completely rethink their strategies and budgets,” Julia Stead, CMO of Allocadia, said in a press release on the survey findings.
“Economic forecasts and consumer behaviors remain difficult to predict as we move into the new year still contending with the coronavirus. Where and how people are shopping and why they’re buying can change very quickly. Behavioral data is crucial to giving marketers the actionable insights they need to pivot campaigns fast and be agile with budget when trends emerge overnight.”
Americans cited inspiration (42%), joy (40%), hope (34%) and love (38%) as triggers to engage or buy. People are decidedly not likely to engage or buy if an ad incites sadness (7%), fear (8%), anger (8%) or annoyance (6%), according to the release.
Those polled specified commercials that had the biggest emotional impact in 2020:
- 28% chose Budweiser’s holiday puppy commercials.
- 25% chose Google’s “Loretta” commercial (where a man asked Google Assistant to remember details about his late wife).
- 24% chose Nike’s social justice commercial for the Black Lives Matter movement.
The survey polled more than 1,000 U.S.-based consumers by third-party research firm Propeller Insights during September 2020.
