The State of Consumer Insights 2024: Strategies for Marketing Success

Discover how to leverage consumer insights to stay ahead in 2024. Learn the latest strategies for maximizing ROI and making informed marketing decisions.

In the ever-evolving landscape of marketing, staying ahead of consumer trends and maximizing ROI requires more than just intuition; it demands actionable insights driven by data. As we navigate through 2024, understanding and leveraging consumer insights have never been more crucial for making informed, strategic decisions.

According to recent data from Zinklar, a staggering 87% of marketers find consumer insights to be highly effective in providing the quality data necessary for measuring marketing ROI. Even more compelling, 99% of marketers agree that understanding consumer data is essential for effective resource allocation.

In this article, we delve into the latest strategies that marketing leaders are using to put the consumer at the center of their decision-making processes. From implementing customer-centric strategies to overcoming common challenges in accessing data, we provide you with the tools and knowledge to stay competitive and achieve your business goals in 2024.

The Importance of a Customer-Centric Strategy

A customer-centric approach places the consumer at the heart of decision-making. This allows marketing and product strategies to be tailored to the specific needs of the target audience, thereby satisfying their purchasing preferences and improving brand competitiveness.

Numerous studies demonstrate that customer-centric brands achieve superior results. To accomplish this, 95% of marketers leverage consumer insights to enhance their marketing actions. These teams also tend to have greater support from stakeholders, with 45% of marketing leaders acknowledging this, making them the true voice of the customer.

Knowing that consumer data helps minimize risks, identify challenges and opportunities, adjust strategies and actions, and improve competitiveness, up to 83% of companies invest in consumer insights to make informed decisions.

How to Implement an Actionable Insights Program in Your Company

Despite 91% of marketers recognizing the impact that consumer insights have on their strategic decision-making, many professionals still face challenges in accessing consumer data.

Limited access to data is the primary issue cited by 39% of marketers, followed by difficulties in measuring ROI and a lack of time, budget, and resources. However, adopting the right market research solution allows marketing departments to overcome these barriers.

In this context, 78% of companies prioritize surveys to achieve their business objectives, according to Zinklar data. When choosing between relying on an agency or using internal tools, 48% of marketers prefer in-house research. Download your free copy of the whitepaper to gain all the insights from consumer-centric marketing leaders!

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