Customers want to feel “comfortable” and “relaxed” prior to purchase

April 22, 2020 by Aimee0

Customers are more likely to purchase a product when a brand is able to make them feel “comfortable”, “healthy” and “relaxed” according to new research published by Engine Group US.

With many audiences attempting to adapt to a “new normal” amid lockdown measures and new ways of working and home-based professional and personal lives, a few companies have been running surveys and reports to find out how this has affected habits and behaviours.

Engine Group US found that many people are missing their old lives despite doing their best to adhere to stringent measures and guidelines as attempts to tackle the outbreak continue in Europe and the US.

Remote working is now commonplace but 52% admit that they miss their daily commuting habits and a similar number say the same for “physically going to work” and attending live events in their spare time.

With the recent disruption and upheaval, the general public craves content and digital experiences that help them to relax.

Two-thirds said feeling comfortable is a prerequisite for completing a purchase of a product or service and large numbers of respondents also want to feel safe and secure, and relaxed.

Audiences are also steadfast in their belief that marketing and advertising should continue pretty much as normal.

Just 13% said they “strongly disagree” that brands should advertise during the coronavirus outbreak, while 73% are either ambivalent or agree that ads should still be published. 

Ads are still a key revenue driver as 54% said they had made a purchase after clicking on a digital ad, while 79% had taken some sort of action after viewing one and 49% are “motivated” by the experience.

While brands will look to optimise ad spend in the coming weeks to keep within budgets, many are looking to content marketing to fill the void.

In a separate study by Sirkin, 72% said they expect to see a “substantial increase” in the deployment of web content to meet the needs of customers, who are consuming more digital content during the lockdown.

A similar number will also use more virtual events to get messages across and showcase products, while 67% expect a notable rise in webinars.

The most popular formats during the remainder of the year will be blogs (57%), video production (50%) and social media (66%) as companies turn to cost-effective, organic methods to keep the ball rolling.

Investments in editorials and other forms of premium content are also tipped to spike by market leaders as companies look to inform customers about Covid-19 and maintain a brand presence during a difficult period.

There is a captive audience out there ready and willing to engage with content as research by Scorpion found that social media usage has soared by 33.8% during the last month with younger adults being a key driver.

Stream service usage is also up 42% and there has been a 30.7% rise in online shopping as 25-34-year old homeowners look for new gadgets, furniture and clothing to keep them occupied.


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