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With the bet that has been unleashed by marketing, consumption is today a resource with high potential.
Within marketing They play more and more resources where understanding the disposition of the consumer is key.
There is a study titled “The State of User Generated Content (UGC)” where the effectiveness of a specific marketing strategy was measured.
He marketing has a high influence on consumersas revealed by a study that was conducted around the perception of this set of activities.
just like it we will see In the Appinio and Google studies, the processes that lead to exposing a brand to the consumer show the importance of achieving good campaigns and marketing plans, to reach an audience that already expects these resources, as reflected a study titled “The State of User Generated Content (UGC)”, donof it was identified that only 21 percent considered the guideline of a consumer with an influencer as very positive. The study tells us about the opportunities to work, given the willingness of the consumer with the marketing.
The influence of marketing
The set of strategies designed and directed at the consumer, to motivate them to get to know a product or service, are part of an interesting marketing scheme and their effectiveness has resulted in at least 73 percent recognizing that they have been influenced by a strategy of this kind. type, where in large Hispanic markets such as the Spanish one, the main means of advertising recognition are the press, radio and television.
All this has resulted from a study that Appinio led jointly with IPMarkTherefore, measuring the popularity of marketing largely determines the capacity of a good strategy, since it works on a basis that we already know is receptive to this type of activation.
Of these figures, it stands out that men, at least for 71 percent of them, the affinity for advertising and marketing is a fact, so that 58 percent of Spaniards between 18 and 24 years old was the total number of personalities who were surveyed.
Regarding the channels through which advertising is consumed, after radio, TV and the press, which concentrate 69 percent of the preferences, the attention is on TikTok and YouTube Shorts, with 53 percent of preferences; while 49 percent of respondents voted for influencers and only 47 in real time, leaving only street activations with 17 percent preferences.
Once the phase of communicating the product is passed, the phase of researching it arrives, and Google claims that eight out of ten consumers research online before buying a product.
“In Mexico, 86 percent of Mexican consumers said they agree that they are making purchasing decisions more intentionally, according to a study by the analysis firm Offerwise, commissioned by Google,” the platform explained.
The results of these studies allow us to understand the consumer and reach interesting conclusions, such as the two processes of so many that exist in the brand-consumer relationship, where in one, advertising and marketing help a brand to connect with the consumer and another to develop laudable strategies for brand activation in the market, where one element has become a judgment of effectiveness and that is the ability of brands to get involved in consumer decision-making.
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