"Today's market is crowded, and brands are finding it harder than ever to hold on to their audience. Around 70% of online shoppers don't finish checking out, with research pointing to content overload and too much choice as the main reasons. After comparing more than seven to nine options, customer satisfaction drops and so does the likelihood of a purchase. At the same time, 91% of users say they see too many ads on social media, 37% block specific adverts, 35% unfollow brands."
"To beat the marketing fatigue that affects 67% of consumers, brands should go deeper than demographic segmentation. By understanding what truly motivates and triggers your audience, you can create communications and offers that resonate on a much deeper level. Alo Yoga is an activewear brand, but they've chosen to sell a lifestyle rooted in wellness, self-expression and mindfulness. The brand chose health-conscious women aged 25-40, who value sustainability and quality, as its main target audience, and aligned its strategy in accordance with their aspirations."
Markets are crowded and consumers face content overload and excessive choice, causing high cart abandonment and ad fatigue. Around 70% of online shoppers abandon checkout; 91% see too many ads, 37% block specific adverts, and 35% unfollow brands. Selling alone no longer suffices; brands must spark emotions and build lasting relationships through brandship. Brands should understand deep motivations beyond demographics, craft narratives, leverage trusted user recommendations, and position products as part of aspirational lifestyles. Examples include Alo Yoga aligning products with wellness and mindfulness, using collaborations, empowering messaging, and user-generated content to foster relatability and trust.
Read at Entrepreneur
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