Gartner Research

Tracking Consumer Momentum Values to Keep Brand Messaging Relevant

Published: 12 June 2019

ID: G00388755

Analyst(s): Kate Muhl

Summary

Customer data, while informative, lacks insight into the human elements that drive consumer decisions and doesn’t identify shifting societal or personal behaviors. Marketing leaders should track the momentum values of their target audience and use these values in branding and marketing strategies.

Table Of Contents

Overview

  • Key Challenges
  • Recommendations

Introduction

Analysis

  • Identify the Values of Your Target Consumers
    • Recommendation
  • Evolve Your Marketing With Consumer Momentum Values
    • Descending Values Offer Additional Insight
    • Recommendation
  • Pressure Test Brand Stories and Strategies With Key Subsegments
    • Recommendation

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