Spooky Season
Consumers continue to feel out-of-sorts. The reset in prices is still a concern. So, too, uncertainty and volatility. But it’s not just the marketplace at-large weighing on consumers. It’s the misalignment of marketing as well.
A growing number of marketers recognize that their campaigns fail to link up and come together across channels. Too little emphasis is given to experiences, which are the primary way in which consumers engage with brands. Many consumers feel forgotten and overlooked.
Lots of unsettling things have spooked consumers over the past few years, including politics, tariffs, global discord and natural disasters. Even so, consumers have proven resilient. Brands must lean into that resilience more effectively by getting better aligned.
Cross-channel creative synergy is a powerful amplifier of impact. Experiences are the best vehicle for building equity and engagement. Blind spots are big growth opportunities. With worry stubbornly holding on as the holiday season begins, marketers must make better alignment a top priority.
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