All the most popular channels for attracting consumers have appeared over the past 10 years, according to the results of the research conducted by Netologia. Socio-demographic characteristics in marketing have faded into the background, and the behavior and personal interests of the audience came to the fore.
All popular consumer acquisition channels have emerged over the past 10 years – researchKirill Bilyk
Among the most popular marketing channels, the authors of the study identified targeted advertising, performance and content marketing, native special projects and podcasting. All of these channels appeared between 2012 and 2019. Podcasting gained significant popularity with the advent of the Clubhouse.
Previously considered the most important characteristics in choosing an audience – gender and age, today have gone almost to the last place in the list, yielding to the personal interests of the audience and its behavior. However, brands have taken a focus on young audiences deemed insolvent to build a communications campaign ahead of time.
“In the period of 2011-2016, to increase sales via the Internet, you just had to do your job well. The phase of experiments was in the first three months: we touched it, tried it, found what worked, and then simply scaled it up. Now, throughout the entire project, you need to constantly look for something new, this is the very essence of marketing activities, ”said Vsevolod Ustinov, CEO of IT-Agency.
The authors of the study noted the high demand of the audience for an individual approach, as well as the transition of brands from direct marketing of their product to self-positioning on social or individual factors, for example, when a beauty brand promotes love for themselves and their body.
Marketing experts, analysts and heads of leading companies and agencies in Russia, including top managers and specialists from AliExpress Russia, Skyeng, Mindset Consulting, took part in the Netology study.
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Source: Rusbase by rb.ru.
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