Published: 06 December 2022
Most consumers are open to marketing from brands they’re interested in, but haven’t purchased. Openness varies by age, channel, category and loyalty history with other brands. Digital marketing leaders must carefully consider consumer channel preferences for an effective customer acquisition strategy.
About three-quarters of consumers are open to some form of marketing contact from a given brand, whether they’ve never before purchased from that brand or they’ve made frequent past purchases.
Across the general population, consumers say a brand’s website is the most preferred channel for connecting with brands they’re interested in but haven’t purchased from before.
About one-quarter of consumers say they don’t have a single long-standing relationship with a trusted brand across major categories. But, at the same time, they are open to receiving communications from brands they’re interested in, but never purchased from, via at least one marketing
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Analysts:
Consumer and Culture Insights Team, Nicole Greene
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