How customer priorities have changed Over the past several years, brands witnessed a significant change in how consumers shop for products. Digital commerce rose by 25 percent in 2020, demonstrating a seismic shift in how people research products and make purchases. 1 Potential customers want information they can trust, and they seek valuable guidance to navigate overwhelming online options.
More content about products and brands. Almost 60 percent of marketers surveyed noted a significant rise in product reviews and brand-focused content. Increased transparency and commitment. 79.1 percent of marketing leaders surveyed reported greater acknowledgment of ethical and positive brand actions.
Brands also find themselves under a stronger spotlight. A May 2020 survey on customer behavior uncovered some illuminating insights into today’s consumer expectations: 2
60%
Access to purchasing information. 58.8 percent of U.S. marketing leaders surveyed reported that customers do more research before buying.
58.8%
79.1%
To meet these expectations, some content creators and platforms have built an entire career out of testing products, writing gift guides, and publishing how-to articles. Customers want information about products and the brands behind them — not intrusive ads or bland sales pitches.
1 Commerce content providers and the new digital paradigm (New York: impact.com, 2022). https://go.impact.com/rs/280-XQP-994/images/ PDFDownload-PC-ED-FBS%20%2B%20Impact.com_White%20Paper_FINAL.pdf 2 “What types of customer behaviors have U.S. CMOs observed during the Coronavirus pandemic?,” Insider Intelligence, June 18, 2020. https://www.insider intelligence.com/chart/237640/what-types-of-customer-behaviors-have-us- cmos-observed-during-coronavirus-pandemic-of-respondents-may-2020
Keeping pace with evolving consumer expectations
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