Majority Of Consumers Feel That Brands’ COVID-19 Communication Was Aligned With Their Preferences But Are Ready To Move On To New Topics
Mitto, a leading provider of global omnichannel communications solutions, announced the results of its survey around consumer attitudes and preferences towards brands’ communications with them during the COVID-19 pandemic. Overall the results indicate that consumers appreciated hearing more frequently from brands during the pandemic and believe brands have communicated with the right tone and content, but fatigue has set in and consumers are ready to move on and hear about something else now. Of the seven regions surveyed, on average 41 percent are ready right now to hear from brands about topics unrelated to COVID-19, rather than next week, next month or later this year.
In April, Mitto surveyed 7,000 respondents across The United States, China, Spain, The United Arab Emirates, Australia, Brazil and Nigeria about their attitudes towards brands’ communications with them around the COVID-19 crisis. 77 percent said that the messages they received from brands over the past few weeks have made them feel like brands care about their well being. 30 percent of respondents said that brands made them feel less anxious about the global coronavirus pandemic. The findings reveal that brands have successfully built strong relationships with consumers and as a result, consumers want and expect to hear from these brands during both “normal” and difficult times.
“The crisis has been a challenging time for all businesses around the world, and marketers are required to be mindful of how, where and how frequently they engage with their customers,” said Andrea Giacomini, CEO of Mitto. “Fortunately, marketers have more technologies than ever before at their disposal to better understand the pulse of their customers and, as our survey showed, they have generally been quite successful with their communication approaches during such a complex period. As we move out of this crisis, brands and their marketers must not underestimate the value of building strong customer relationships during ‘normal’ times that get tested during tough times.”
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