Consumers expect well-produced, beautiful marketing campaigns that capture their imagination.
People have become accustomed to big brands spending millions of pounds to attract attention and secure sales, whether that’s through brand affiliations, the timely release of limited-edition collections, famous faces making cameo appearances, or even pop stars releasing jingles as theme tunes to help hammer home key messages.
And as tradition dictates, Christmas is the time of year when brands ramp up their marketing efforts as they battle to win over the competition and boost sales in a golden quarter where consumers typically spend £30bn.
Due to lockdowns and distancing regulations, almost three quarters (73%) of spending during the season will take place online this year says Rakuten Advertising.
Evidently, people are crying out for companies to provide festive cheer and while most of us would have been lost without many of our favourite brands, what’s clear in the midst of unrest and uncertainty is the common household names that have helped Brits deal with the ups, downs and hardships of the year.
Netflix, Amazon and Cadbury’s have emerged as just some of the brands Brits insist are getting them through 2020, according to a new study by promotional experts 4imprint.co.uk.
The movie and TV streaming service came top. Runner-up was the retail giant Amazon which kept deliveries going throughout lock-down. Other brands that appear within the list are Facebook in third place, followed by WhatsApp, YouTube.
Although technology brands featured highly, brands from more traditional industries are hot on the heels of say Netflix, Xbox, TikTok or Apple.
According to The Best Brands Report by leading promotional products retailer 4imprint, Marks & Spencer and ASOS were also said to have kept our spirits up, as did LEGO, Disney + and Spotify.
What with many of us having to stay at home for most of 2020 as well as the always-connected nature of today’s world means that we expect to get things faster than ever before. This has caused an unprecedented shift in the way that companies are having to do business with modern day consumers.
The internet has allowed many companies to become successful brands overnight with products available for next day delivery. The study reveals that one in four people said that speed of delivery is important when choosing to buy from one company over an another.
Price & Branding
Nearly half (48%) of people polled said they spent more money than usual during the period of lockdown. In fact, data from ONS reveals that online retail sales are now 50% higher than pre-pandemic levels.
When shopping online, price is the most important thing for customers in addition to the brand name with many people buying from brands that had good sales and offers.
Loyalty & Memberships
One in four said they bought from a brand during lockdown and have since become a loyal customer and almost a quarter insisted on buying from British brands in order to feel patriotic.
It seems that competitive pricing coupled with a strong brand presence has never been more important in 2020.
What’s to come? Not only will brands need to work hard to reach and engage their audience with content that resonates, companies will also need to take customers on journey of product discovery and purchase – something that’s unlikely to happen as much in store in the future what with many of us stuck indoors over the winter.