The disconnect between how consumers and marketers see things has produced some major marketing misses recently, states Inside Radio. Now a new study conducted by Morning Consult and Advertiser Perceptions documents the growing disparity between consumer values and behaviors and marketing priorities in the U.S., continues the report.
Commissioned by iHeartMedia and podcaster Malcolm Gladwell’s Pushkin Industries, the study underscores “the increasing urgency for marketers to reset and realign their marketing and media plans with American consumers to ensure the success of campaigns in an increasingly polarized post-COVID economy,” the two companies said in a news release.
The report, continues Inside Radio, “suggests marketers sometimes chase trends consumers don’t care about, often favoring what’s “shiny and new” at the expense of reflecting the values and priorities of real consumers. That comes to light in a series of examples cited by the two media companies:
- While 40% of consumers report that they’ve never heard of NFTs, that number drops to 0% for marketers.
- For lifestyle items the gap widens, as 50% of all consumers responded that they’ve never heard of an Aperol Spritz, and only 3% of marketers reported unfamiliarity.
- 33% of consumers have never heard of “charcuterie,’” while all marketers are familiar with it.
- 62% of consumers have never heard of “Succession,” while less than 5% of marketers have never heard of the TV show.
- Almost one third of consumers have never heard of pickleball, while all marketers have heard of pickleball.