Brand Experience

Bridging The Gap: Consumer Desires vs. AI Marketing

24 March, 2024

In the ever-evolving landscape of digital marketing, there appears to be a growing chasm between what companies think consumers desire and the actual expectations of these shoppers when engaging with brands online. This gap is particularly evident during the bustling holiday season, a critical time for businesses to capitalize on increased consumer spending.

Recent research has shed light on this discrepancy, revealing some thought-provoking insights. A survey of 1,000 global consumers conducted by Storyblok, a specialist in content management systems, has found that a staggering 85% are not inclined to use AI, such as ChatGPT, to assist them in making purchasing decisions. Furthermore, 60% stated that an AI-generated recommendation would not sway their likelihood to buy, while 17% indicated it might actually deter them from completing a purchase.

In stark contrast, a separate study involving 500 senior marketers worldwide showed that 64% have integrated AI into their routine for crafting digital content, with only a mere 11% stating they have never utilized such technology. This points to a significant mismatch between marketing strategies and consumer preferences.

When it comes to the most critical brand marketing channels, consumers have spoken: 43% place the highest value on a brand’s website, surpassing mobile apps at 34% and social media accounts at 16%. With 70% of consumers indicating they predominantly use smartphones for online shopping, it is paramount for brands to ensure their websites are optimized for mobile devices. However, previous findings by Storyblok suggest that businesses may be underestimating the importance of their website design and features—only 28% consider website design improvement a priority, and just 36% are looking to add more features.

This oversight can be costly, as 60% of consumers frequently abandon purchases due to subpar website experiences. Businesses estimate this results in an average loss of $72,000 in sales annually. Alarmingly, nearly half of the businesses surveyed confessed to feeling embarrassed by their own websites.

The influence of celebrities and influencers is also waning. The data reveals that 57% of consumers claim that endorsements from these figures do not increase their likelihood of purchasing a product, and 24% say it would make them less inclined to do so.

Yet there is a silver lining. The creation of modern, engaging content experiences has proven to be an effective method for building trust with consumers. An overwhelming 90% of respondents indicated that content produced by brands plays a crucial role in shaping their perceptions of those brands and their offerings. Only a small fraction (5%) reported they are more likely to try new brands over those they already trust.

Dominik Angerer, CEO and co-founder of Storyblok, emphasizes the importance of aligning marketing efforts with consumer needs: “Brands can sometimes get caught up in the latest fads rather than focusing on what consumers genuinely want. As the surveys illustrate, people are looking for authentic content and user-friendly websites during their holiday shopping.”

For gym owners and fitness marketers aiming to attract More Gym Members or improve Gym Lead Generation, these insights are invaluable. Understanding that Advertising For Gyms should prioritize user experience on mobile-optimized websites over the latest tech gimmicks can make all the difference. Facebook Ads and other social media strategies should complement a robust digital presence that places the consumer’s preferences at the forefront.

In conclusion, while it’s tempting to chase after new marketing technologies and platforms, businesses must not lose sight of the fundamental desires of their audience. A focus on high-quality content and seamless online experiences will likely yield better results than jumping on every technological bandwagon that rolls by. As the fitness industry continues to grow, those who heed these preferences will be better positioned to secure lasting relationships with their customers.