Wantedness. Advertising agency, Wunderman defines it as “the degree to which a brand proves their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.”
In an era defined by increasing transparency and decreasing trust, brands must do more than just sell. An overwhelming 79% of consumers expect brands to show how much they want them as customers, according to the recent Wunderman study, which highlights what brands need to win over consumers in 2017.
In partnership with Penn Schoen Berland, the agency polled people between the ages of 18 and 65 in both the United States and United Kingdom to find out how to help brands and clients better connect with consumers and navigate these new demands.
DIVERGE talked to Jamie Gutfreund, Wunderman Global CMO to find out more:
Can you explain why Wunderman chose to do this survey?
Wunderman knew that brand loyalty had shifted considerably with power shifting to consumers. We had a hypothesis that brands needed to behave differently and demonstrate over and over that they want to keep their customers. We conducted this study to validate the hypothesis.
Were any of the results/statistics significant/surprising?
Yes. While we hypothesized that brands needed to show consumers they care, we weren’t expecting the findings to be so conclusive. This is particularly so across all demographics and locations. The other finding that took us a bit by surprise was how many people are comparing brands to a few outstanding brands regardless of brand category.
Why do brands need to pay attention to this?
This study represents a significant shift in the way brands need to operate in order to remain competitive in the future.
Why did you decide to reveal this at CES?
CES was an ideal place to reveal the wantedness study because data and technology have become such a critical component to successful marketing. As we become increasingly connected as consumers and demand value, we expect brands to effectively utilize technology. He CES audience was ideal to receive this information.
What is the response you have gotten from this?
The response has been extremely positive. We’ve already met with several clients who tell us this information resonates with them and who are eager to explore the customer journey to see how they can improve.
Why was this study crucial to conduct?
Wunderman wants to ensure we are on the forefront of data driven marketing, seeing around corners for our clients so that they can understand how the market is changing. This study allows us to bring added value to our clients.
