A study released today by R.R. Donnelley & Sons Company (RRD) reveals marketer perceptions of macro trends impacting today’s consumers, which in turn influences the approach to reach them. The Macro Marketing Reportshowed primary concerns include shifting of buying power to new generations (89%), ESG-related concerns (84%), a changing political climate (80%), and workforce changes (78%).
The company’s third annual marketing industry report found that while marketers are embracing new channels, such as the metaverse, they are also looking for innovative ways to leverage more traditional approaches. Marketers are turning to direct mail to engage with today’s digitally fatigued consumers, with nearly three-quarters (73%) reporting direct mail has either kept the same level of importance or increased in the last year.
“Marketers are currently experiencing a watershed moment: Gen Z now accounts for a larger share of consumer spend, the evolving work-from-home movement is continuing to shift how marketers reach consumers, and many shoppers are coping with soaring prices of their everyday items,” said Al duPont, Chief Commercial Officer at RRD. “Our survey found that marketers who can navigate this complex environment with nimble strategies that capitalize on the optimal channel mix will be the most successful in engaging with today’s consumers.”
more at: https://investor.rrd.com/news/news-details/2022/RRD-Survey-Converging-Macro-Trends-Drive-Marketers-to-Tune-Up-Channel-Strategies/default.aspx?_ga=2.197881135.1063811371.1665058878-366441714.1654518262&_gl=1on490l_gaMzY2NDQxNzE0LjE2NTQ1MTgyNjI._ga_2DQDYY9CC3*MTY2NTA1ODg4Ny43OC4wLjE2NjUwNTg4ODcuNjAuMC4w