Gartner Research

Leading IT Brands Hit by a Major Shift in Consumer Perception

Published: 01 December 2014

ID: G00270616

Analyst(s): Mikako Kitagawa , Annette Jump

Summary

Public perception of IT brands has declined over the last 12 months, fueled by growing consumer expectations and concerns about data privacy and trust. Product marketers for consumer IT brands need to concentrate on "meaningful" innovations, increased customer focus and more creative marketing.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Consumers are getting harder to please and unless IT brands fulfill these rising expectations, consumer perception and Net Promoter Scores will decline
  • Personal data privacy and consumer confidence in data security can greatly impact IT brand perception, something product marketers should be mindful of when communicating their message
  • Shrinking brand promoter numbers are a major challenge for many consumer IT brands, and even significant marketing spend does not always translate into better scores

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