To stay relevant, marketers need to be adaptable and agile, as well as listen and respond to customer needs quickly—Covid-19 has driven home that business imperative.
To reach customers across their shopping journey and to help grow their brand and business along the way, advertisers need the right insights to make quick, informed decisions about their advertising strategies.
Amazon Ads recently hosted a webinar with Tina Moffett, principal analyst at Forrester, to discuss current trends in consumer behaviors, marketing measurement and analytics, and data-driven planning strategies.
Moffett is an industry veteran with 10 years experience in customer and marketing analytics across brands, agencies, and marketing consulting firms.
Prior to joining Forrester, she was an associate director at a major digital advertising agency, where she managed marketing and customer measurement and analytics efforts.
As you can imagine, a huge part of her job involves strategizing and thinking about how agility is imperative in today’s world.
Below, Moffett answers questions raised by participants during the webinar.
Massive social and economic disruption has caused consumers to adjust their core values and needs, creating what Forrester refers to as the “empowered consumer.” What would you say are the top ways consumers have evolved over the last couple of years?
Tina Moffett: Consumers lived with uncertainty over the past two years which resulted in shifting spending, and overall massive behavioral changes. As a result, the characteristics of the “empowered customer” have changed. Consumers now “experiment” with new solutions that fill their needs in unconventional ways or make their lives easier.
In Forrester’s “The Future of the Empowered Consumer in the U.S.” report, technology perception and reliance has increased over the past few years, and the pandemic drove consumers to feel more connected to their personal devices. But the drastic isolation also created some resentment for digital experiences, with 31% of U.S. adults indicating they are more negative about social media. Consumers crave the integrated digital and physical experiences, as the pandemic indicated that digital-only tools like social media don’t make them feel as connected to their friends and family.
Read the whole interview at AdWeek.com, Sponsored by AmazonAds
