In recent years, the consumer market has undergone a radical change. People have grown accustomed to shopping online, where the ‘shelves are endless’ and the brands….
c Not only that, but supply chains have been regularly disrupted, forcing consumers to seek alternatives.
Among many interesting findings, the annual Global Marketing report from Nielsen 2022 showed us that companies increasingly need to build brand awareness to remain relevant.
Stressful times in B2C and B2B
According to a survey conducted by Nielsen, “85% of the purchases studied involved brands that the customer had already tried in the past. In addition, 22% of consumers report feeling concerned or nervous about trying a new brand.”.
Companies not only need to alleviate the stress of making that first choice, but also to nurture their relationships with new customers. Because, as mentioned earlier, consumers now have more opportunities to try out new services.
Whether we like it or not, this is also true in the business-to-business market. These new trends in consumer behavior may also be reflected in B2B purchasing patterns. Of course, the effects aren’t as dramatic as they are in B2C. Because, as we all know, companies strive for consistency and stability.
How to Maintain Brand Awareness
Companies that want to build brand awareness must start with research. Not only about themselves and the market, but also about how content is consumed and what topics are important. The Branding and the brand activation must be carried out accordingly.
Yet another Nielsen report highlights that “more than half of U.S. consumers (52.3%) buy from brands that support causes they care about; similarly, more than 36% expect the brands they buy from to support social causes. Trust in brands is also a significant factor influencing purchasing decisions.”.
The quote above shows that having a prominent, meaningful, and consistent strategy is a powerful tool for maintaining brand awareness. This also applies to B2B communication, where having partners who are well known for their social causes can be a selling point in and of itself.
Another obvious way to stay relevant is to create valuable content. In today’s landscape, video is one of the most popular content formats. However, we shouldn’t just settle for that. Our content production must evolve with the times to keep pace with our audience. We create content for our clients, not for our own interpretation.