Consumers are loyal to a certain extent, but for the rest it’s up to us as marketers to ensure that we deliver the next big thing to our consumers. Below are the top trends that I predict will have the biggest impact on the marketing of FMCG products in 2016.
Consumers will continue to be aware of quality and price
All too often, we believe we can fool consumers by compromising quality to save costs and believe that consumers will never notice. But they do. Consumers are demanding quality that is affordable and will revolt with their purchase should brands compromise on quality. Brands who compromise quality will suffer in the long term because consumers will put their money where they believe they are getting consistent quality.
Consumers are looking more and more to their smartphones or mobile devices for information on products
In this regard, marketers need to shift their focus to creating a more personalised relationship with their consumers. Social media allows brands to do this and it is of utmost importance that brands use this powerful touch-point to their benefit and to communicate with their target audience.
Customer-brand relationships will need to become even stronger
This is a natural progression from my previous point. With the increase of social media use, customers are expecting more from brands. There are numerous ways that customers can name and shame products, so it is becoming even more important for brands to engage with customers and address issues in a manner that will engender loyalty. The brands that create real value for consumers, that add real value to their lives and to their communities – these are the brands that will be rewarded in the long term. Through meaningful customer relationships and conversations, companies create loyalists and brand advocates. Brands that have meaningful connections with their audience will set the bar high for competitors.
Consumers want good advertising and marketing content
The premise that consumers want to be educated and also entertained still holds true, across all types of media from television to radio to in-store promotions. This also extends to online content, which, because of its very nature, needs to be kept fresh. Brands need to take heed of this and ensure that their model for online consumer engagement is as sleek and relevant as it is agile.
User-generated content will continue to be a hit
There is no ignoring the power of consumer-generated content. Consumers want to play a part in the life of a brand and they want to share their personality with that of the brand. In response to this model of content production, content co-creation between brands and consumers will become an extremely popular and impactful trend.
Media fragmentation will push location-based marketing
With consumers looking to numerous sources for information on products, new products and specials, location-based marketing, such as roadshows, that target specific geographical areas and communities will become an even more important aspect of the marketing mix. People want to be affiliated with products and brands that understand their needs. They also want to engage with a brand in their comfort zones, that is, where they live, shop and socialise. In terms of this, roadshows and pop-ups will continue to generate consumer engagement and interest.