What consumers want from brands

Spencer Burke, SVP of Growth at Braze, delves into consumer expectations for brands. As AI enables deeper personalization, marketers must balance consumer desires for tailored experiences with concerns about data privacy and security. Consumers are skeptical about sharing personal data and demand transparency from brands regarding how their data is collected and used. Today, Spencer discusses what consumers want from brands.
About the speaker

Spencer Burke

Braze

 - Braze

Spencer is SVP of Growth at Braze

Consumer Research Report
  • Part 1 What consumers want from brands

Show Notes

  • 01:50
    The evolution of consumer expectations in marketing
    The rise of AI in marketing underscores the tension between data privacy and consumer desire for personalized experiences. Marketers must empathize with consumers' perspectives to navigate this balance effectively and foster deeper connections
  • 03:14
    Mobile phones and consumer expectations in brand communication
    The personal nature of mobile phones has significantly altered consumer expectations for brand communication. Consumers now expect marketing messages to be highly personalized and less disruptive to their daily lives.
  • 05:07
    Digital well being and consumer engagement
    Consumers are becoming more aware of their screen time and are using features like app pausing to manage distractions. However, they still appreciate notifications that offer value, such as relevant promotions or time-saving opportunities.
  • 06:49
    Understanding consumer preferences in communication
    Consumers expect a personalized experience; marketers can leverage technology to gather data on their preferred channels. Transparency in data collection is vital, and marketers should communicate the value exchange for consumer data.
  • 10:11
    Choosing a messaging strategy for consumer communication
    Consider the complexity and urgency of the task when deciding on a messaging strategy. Urgent tasks, like an Uber arrival, warrant more disruptive channels like push notifications, while less urgent tasks benefit from personalized website and app experiences and email.
  • 12:37
    Leveraging the right martech stack for lifecycle marketing
    Narrowly focusing on reach and conversion rates overlooks the customer journey and the long-term value of relationship building. Instead, marketers must consider customer expectations across the entire lifecycle and provide value at all touchpoints of the journey.

Quotes

  • "One of the easiest things a marketer can think about is how to be transparent about data collection. If you're asking for something, help the consumer understand the value that they'll receive from providing that to you." - Spencer Burke

  • "When it comes to consumer communication, think about the value you're providing across that whole lifecycle, and not just on a single email, or a single message, or a single campaign that you're running." - Spencer Burke

  • Part 1 What consumers want from brands
About the speaker

Spencer Burke

Braze

 - Braze

Spencer is SVP of Growth at Braze

Consumer Research Report
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    Part 1What consumers want from brands

    Spencer Burke, SVP of Growth at Braze, delves into consumer expectations for brands. As AI enables deeper personalization, marketers must balance consumer desires for tailored experiences with concerns about data privacy and security. Consumers are skeptical about sharing personal data and demand transparency from brands regarding how their data is collected and used. Today, Spencer discusses what consumers want from brands.