Critics have ridiculed the plethora of emails stressing corporate values. But consumers may have viewed them more favorably than we thought.
A staggering 80% of consumers recall seeing an ad with COVID-19 messaging. And 84% of those came away with either a better opinion of the brand, or did not change their view, according to Consumer Insight Survey Q2 2020, a new study from AKI Technologies, working with TapResearch.
But some message themes are seen more favorably than others:
Meanwhile, the pandemic has changed shopping behaviors for 78% of consumers. But not all of the shift is positive, as 43% say they now shop less often.
Still, 59% of the online purchasers are new to ecommerce, and 68% of those plan to continue in the future.
Of those polled, 68% bought a product based on an ad of some kind, with 29% buying it in the last month, 25% in the last week and 15% on the last day of the survey period.
Also, 76% have become more open to trying new brands. But 47% feel that buying online instead of in-store results in fewer impulse purchases.
Here’s one lesson for emailers in particular: discounts work. The biggest purchase drivers in ad are:
This seems to be in line with classic email and direct mail practice: You need a strong offer or discount, a description of what the product does and a strong call to action.
Of the consumers who recall ads, 355 recall seeing them on TV. But 54 cited seeing them on an app/phone and 48 cited seeing them on the internet/online. Google was last, listed by 5.
Here the brands that consumers most remember seeing in ads:
And shoppers list these brands as the ones they’ve heard of, bought more than once or would buy over others in the same category:
In another finding, 83% changed their media consumption habits. Invited to select all that apply, consumers say:
Finally, the quarantine has had some silver lining benefits:
The researchers surveyed 1,000 U..S. consumers.