Yankelovich urges marketers not to count on economic recovery to bring consumers back into the marketplace, based on the latest intelligence from The Yankelovich MONITOR released this month. Rather, they need to build their businesses with a fresh eye, from the ground up, focused on consumers.
“Today’s consumers are thoroughly disenchanted with the marketplace,” said Ann Clurman, senior partner at Yankelovich. “They won’t be rushing back to marketers that have continually disappointed them, even before the economic downturn. These overstrained relationships have been years in the making and will take a lot of hard work to fix.”
Drawn from the latest trends in the MONITOR consumer attitudes and values study fielded for more than 30 years, Yankelovich advises marketers to approach their businesses with a new type of vision, energy and daring. Called Brand Charisma, it is the ability to inspire and attract consumers with such passion that they aggressively seek a brand out. “To truly succeed in the next few years, marketers are going to have to let go of their old assumptions and marketing formulae and start with the premise that consumers will actively resist most of their marketing efforts,” says Clurman. “Many companies will miss that wake-up call. But with our MONITOR insights, we know what they need to do to make that consumer connection.”
Yankelovich also announced that, for the first time, a new and separate MONITOR study will be released later in the year that includes in-depth category, shopping channel and purchase decision-making information. The combination of the two MONITOR studies year over year will provide breadth and depth to consumer insights and marketing applications.
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