Year on year, we hear the same thing from multiple sources that the “consumer landscape is changing and therefore we need to change accordingly”. Yup, you’re not the only one. In fact, it is like the yearly mantra we hear.
So, what does evolving consumer landscape exactly mean and how do we change our brand marketing strategy accordingly?
Well, as marketers we tend to forget that, first and foremost, we’re consumers ourselves. We’re constantly interacting with our favourite brands on a regular basis. Whether that’s through music, food or clothes, all those things are a brand and we’re a consumer of those brands.
As consumers, our behaviours are shaped by many factors, including technology advancements, current state of the economy and changing values. These have a huge impact on our evolving needs, wants and behaviour.
Think about what gets you ticking; what does your favourite brand do that gets you hooked? Or that made you wait in line for hours to buy a product? What compelled you to try out a new menu item or pay for a service? Understanding these aspects is crucial for effective brand marketing and developing a strong brand-consumer relationship.
For brands to successfully influence their audiences each year and stay ahead of the evolving landscape, there are a few key brand marketing trends to keep an eye out for. These trends not only impact brand awareness but also shape the overall brand marketing strategy.
The Power of Influencers
Ah yes, the sweet sight of our favourite influencers who have taken over our lives and FYP (quite literally). A study on Australian consumers found that 7 in 10 followers purchased a product simply because their favourite influencer promoted it. Influencers have substantial sway over us as they help the brand build credibility and likability which then “influences” us to believe that the purchase is worth our investment. This is a prime example of how brand marketing examples can leverage social proof.
Also, because we see these influencers using whatever the product or offering may be, our desire and need for it grows because let’s be real, we all deep down aspire to be like those influencers (don’t we??) This makes them powerful ambassadors for brands, and brands who understand their target audience will be able to leverage the right influencers to promote products at the right time on the right channels. This approach not only boosts brand awareness but also enhances brand equity and brand recognition.
Personalisation Please
I, for one love it when my favourite brands are personable and provide me with a truly unique experience based on my previous purchases. This level of personalisation will take centre stage throughout 2025, with brands providing consumers with a hyper-tailored experience at every step of the customer journey, even after purchase. This approach is crucial for brand positioning and creating a strong brand identity.
Personalisation never ends; it is an ongoing cycle of staying relevant in front of your audience all the time ensuring customers’ needs and wants are addressed. This will further elevate the brands’ standing in the consumers’ mind and contribute to brand loyalty. It’s a key component of any successful brand marketing strategy and helps in shaping the overall brand image.
Omnichannel Matters
In today’s landscape, brands need and should be offering seamless transitions from online to physical store. The omnichannel experience is pivotal for brands to tap into each consumer at every point of the customer journey, staying top of mind. This approach is essential for brand development marketing and enhancing the overall customer experience.
Today our phones are our everyday saviours (or at least it is for me), from personal to work use – there is a function for everything on our phones, and that includes shopping. Brands need to ensure that they are easily accessible on phones because when was the last time you pulled out your computer to make a purchase? Exactly, we do it on our phones because it is easier, faster and thank God for Apple Pay, we don’t need to rehash our credit card detail each time we make a purchase. This seamless experience contributes significantly to brand engagement and brand consistency.
Now that we know what to look out for, how do we adapt our brand marketing strategy accordingly?
There is plenty to consider when it is time to adapt, but at the centre of it all is understanding consumers through and through. That means knowing what is relevant to your audience, and what they are thinking about – like what is the current pop culture moment and trending meme etc. Keeping close tabs on your consumers’ evolving desires on a regular basis will help brands adapt accordingly, especially when they notice their audience are no longer responding to something they responded to 5 months ago. This diligence will help brands to swiftly adjust their strategies and, more importantly, stay in front of their audience with relevancy. The consumer market needs to be monitored regularly so that changes can be made instantaneously, and new options made readily available for consumers to be spoiled with. This approach is crucial for maintaining brand relevance and enhancing brand perception.
With AI capabilities available today, brands and marketers can leverage such tools to better track the consumer market. AI has become a pivotal tool for brands globally, allowing them to be more efficient. But for brands who have yet to explore AI, 2025 is the year to do so or else risk staying behind brands who are ahead of the curve. AI is efficient in aiding brands on deriving consumer insights and data faster, allowing brands to change their strategies in an instant. We have barely scratched the surface on the benefits AI can potentially bring for brands and marketers, but tapping onto current capabilities is a good start for enhancing brand marketing tactics and overall brand management.
At the end of the day, to adapt to the evolving consumer landscape, brands and marketers need to strive to be at consumers’ top of mind. Remember, you are a consumer – and just like how you change, your audience will too. So, what makes you tick today? Understanding this is key to successful brand marketing and creating a lasting brand impact.
Looking to enhance your brand marketing strategy? Speak to us.
