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Oh Behave! ... Differently! A look at new normal consumer behavior

Digital Discoveries - New Normal.jpg
The New Normal (SBG Photo)

SAN ANTONIO - There are a lot of local businesses who are looking to bring in new customers right now more than ever. However, many of the businesses I’ve worked with are still using the same methods to bring in new customers that may be less effective now.

Two months ago, there were a lot of predictions made about the new normal and how consumers would behave by now. Let’s take a quick look at how consumers’ spending habits, brand perception and media consumption has shifted. As a business owner, you’ll need these insights to get your phones ringing and your cash register dinging.

Edison Research did a study with moms in the local market. They found that 38% of mothers agree their current media habits post pandemic became their new normal. If consumer buying habits have shifted, why wouldn’t a local business owner want to go with the flow? Read on.

Media consumption is up, and video is seeing the highest increase in use. TV is one of the bigger beneficiaries, as families gather around the largest screen in the house.

In a March survey from GlobalWebIndex, respondents reported watching more broadcast TV, internet-based TV (OTT) and news coverage, at around 40% each. Your future customers are staying at home more and they are watching a LOT more TV. You can target these households for as little as four cents per home. Why not create a great message, tell your company’s story and win some new customers via TV and Internet TV commercials?

A shift in consumer loyalty is happening now. Consumers have had to ditch their usual brand choices for new options in the last few months – and quite a few of these consumers are now comfortable with the new options they chose. Since there’s obviously a disruption in consumer loyalty, whether it be a brand of food or a local air conditioning repair service they use, this disruption creates an opportunity for companies to gain market share by branding themselves. Brand. Be in front of consumers before they need you and when the time comes, they’ll remember you.

But this disruption won’t last long. Once local consumers become loyal to their new brands and local companies, it’ll be tough to sway them again. Use digital mobile phone display ads, OTT, etc. to brand your company soon.

Consumers are now making more of their transactions online. People are shifting a higher share of their spending to ecommerce. Forty-one percent of respondents to an April study by Ipsos and USA Today said they had shifted more of their shopping from physical stores to online, compared with 13% who said the same in March. And people are focusing more heavily on necessities — apparel and appliance purchases are down, while food and household supplies are way up. What this means is that local business owners must allow their customers to buy in different ways now. Some new potential customers might skip your company to go to a competitor who allows them to pay online or buy with “curbside” services. Take a good look at what your customers must do in order to buy from you and offer options.

Conclusion. Local businesses must flex their business models to conform with new demands from new normal consumers, otherwise they’ll lose customers or miss out on new ones. Now is the time to brand your company since there’s a big shift in consumer loyalty. Consumers are staying home more so marketing yourself within their home is the most reliable way to get in front of new potential customers.

With successful digital campaigns, local businesses can grow their bottom line fast. Our team at Sinclair Broadcast Group and Compulse Integrated Marketing can help your business grow by developing smart digital marketing campaigns based on research and data. Call us today and start your company’s journey. We’ll help you navigate to a successful future in a cost-effective way.

Questions? Call Darrin Cheraso at (210) 377-4721 or email dccheraso@sbgtv.com

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