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In data: Rise of fashion consumer marketing fatigue

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6 months ago

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In data: Rise of fashion consumer marketing fatigue

Optimove believes that by prioritising value, relevance, and personalisation, brands can mitigate marketing fatigue, enhance customer engagement, and cultivate lasting loyalty. Credit: Shutterstock.

Optimove surveyed 305 US citizens in January to explore consumer attitudes towards marketing fatigue. The findings revealed a growing concern among consumers regarding excessive marketing messages with 81% willing to unsubscribe from brands that inundate them with communications.

The report also underscored the importance of “relevance and personalisation” in consumer engagement with over half (54%) of respondents emphasising the significance of offering relevant and personalised marketing messages.

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Source: Optimove Insights 2024 marketing Fatigue Survey report

In response to these insights, Optimove suggested brands adopt data-driven marketing approaches, leveraging customer data to deliver real-time personalised recommendations and messages.

Additionally, it recommended the implementation of omnichannel strategies to ensure the seamless coordination of messages across digital channels and in-store experiences, fostering a cohesive and integrated customer journey.

Optimove believes that by prioritising value, relevance, and personalisation, brands can mitigate marketing fatigue, enhance customer engagement, and cultivate lasting loyalty.

Addressing marketing fatigue

Based on the analysis of consumer perspectives on marketing fatigue, Optimove proposed the following recommendations for brands to enhance their marketing strategies:

  • Start with the customer – embrace data-driven marketing: Marketers should prioritise the collection, analysis, and utilisation of customer data to inform their marketing strategies. By leveraging data analytics tools and techniques, marketers can gain valuable insights into customer behaviour, preferences, and needs.
  • Implement real-time personalisation: Utilise real-time data to deliver personalised recommendations and messages to customers at each stage of their journey. By Tailoring content and offers based on individual interests and interactions, marketers can enhance customer engagement and satisfaction.
  • Leverage customer journey orchestration: Use AI to map journeys at scale. Decide on what should be manually prioritised and what can be done with AI to orchestrate messages effectively across channels and ensure a seamless and personalised experience for customers throughout their journey.
  • Test and optimise campaigns in perpetuity: Implement a culture of experimentation and optimisation by regularly testing different messaging strategies, offers, and channels. Use A/B testing and segmentation to identify what resonates best with the target audience and refine campaigns accordingly.
  • Focus on value relevance: Ensure that messages provide genuine value to customers and are relevant to their needs and interests. Avoid bombarding customers with irrelevant or overly promotional content, as this can lead to disengagement and fatigue.
  • Implement multichannel strategies: Adopt multichannel marketing strategies to coordinate messages seamlessly across digital channels (such as email, social media, website) and in-store experiences. Ensure consistency in messaging and branding across all touchpoints to provide a cohesive and integrated customer experience.
  • Monitor performance metrics: Track key performance metrics such as open rates, click-through rates, conversion rates, and customer feedback to evaluate the effectiveness of your marketing campaigns. Use this data to identify areas for improvement and refine your strategies over time.

Consumer behaviour remains a top priority for apparel retailers, brands

According to apparel company filings data shared by GlobalData, consumer behaviour has been a top priority for brands and retailers since May 2020 with the keyword’s usage peaking in 2021.

Credit: GlobalData

Consumer behaviour and preferences are important driving factors in the apparel market as they shape the strategies and operations of brands and retailers ranging from product design to preferred distribution channels.

GlobalData’s recent global apparel market outlook revealed consumers in six global markets, namely Germany, France, Italy, Spain, the US and China were “pessimistic” about how the first half of 2024 would pan out.

Analysts noted at the time the majority of shoppers in these markets, including nearly 70% in France, expected to reduce their spending.


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