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Alliance Data Reveals Gaps Between Brand Marketing Performance And Consumer Expectations In New Research Study, 'The Great Divide'COLUMBUS, Ohio, March 12, 2019 /PRNewswire/ -- While brands continue to invest in new technology and practices to better connect with consumers, the gap between brands' performance and consumer expectations remains wide. This is the central finding of a new study from Alliance Data's card services business, a premier provider of branded private label, co-brand, and business card programs. The study, "The Great Divide: Connecting Brands to the Real Needs of Today's Consumers," identifies where brands are falling short at meeting consumer expectations and provides insights and strategies for increasing the relevance and effectiveness of brand marketing. "Marketing effectiveness is fundamentally about meeting the needs of customers, but we have identified three key areas where there is a disconnect between what brands are delivering and what is important to consumers," said Shannon Andrick, vice president of marketing advancement for Alliance Data's card services business. "Using these data-driven insights to close the gaps allows a brand to make better use of limited resources and strengthen customer relationships." Conducted by Alliance Data's Analytics and Insights Institute, which helps brands use data and analytics to improve marketing effectiveness, "The Great Divide" is the result of a combination of quantitative and qualitative research that included more than 2,000 consumers and 40 brands. The multi-phase research project identified 31 consumer needs, measured how consumers prioritize those needs, and asked brands and consumers to rate how well those needs are being met. Some highlights from the report:
"Marketers face the challenge today of dealing with rapidly changing consumer expectations," said Andrick. "While they've made progress in areas such as simplicity and personalization, there are still significant gaps between brand performance and customer expectations. Our hope is that through the data and insight in this study, brands can better focus their resources on the needs consumers consider most important." To access the full report and gain deeper insights into The Great Divide, click here. About Alliance Data's card services business Using the industry's most comprehensive and predictive data set, advanced analytics, and broad-reaching capabilities, Alliance Data's card services business has been helping partners increase sales and provide greater value to their cardmembers since 1986. We are proud to be part of the Alliance Data enterprise (NYSE: ADS), an S&P 500, FORTUNE 500 and FORTUNE 100 Best Companies to Work For company headquartered in Plano, Texas. To learn more, visit KnowMoreSellMore.com, follow us on Twitter @Know_SellMore, and connect with us on LinkedIn at Alliance Data card services. View original content to download multimedia:http://www.prnewswire.com/news-releases/alliance-data-reveals-gaps-between-brand-marketing-performance-and-consumer-expectations-in-new-research-study-the-great-divide-300810528.html SOURCE Alliance Data Card Services |