Today’s consumers are spoiled for choice. With new technologies delivering more media on more devices than ever before, their options for content are limitless. Faced with this surplus, consumers are choosing to engage only with content that is personally relevant to them, their purpose and their passions. This new consumer mind-set has implications for their purchasing behavior—consumers shop with the same purpose that they consume content. To understand how to engage them on their "path to purpose," Ogilvy, TNS and Google surveyed recent purchasers of auto vehicles, beauty products and smartphones. THE RESULTS uncovered three new opportunities for brand advertisers:
- Purpose = Purchase. More than ever, brand purpose is critical to break through the clutter and drive purchases.
- Power of Influence > Power of Time. Counterintuitive as it may be, our research shows very little correlation between media usage and media influence. We need to focus on influence over usage.
- Experience > Exposure. Brands that provide consumers with deep experiences of their product—and manage to generate an emotional experience of ownership—win at the point of purchase.