A study by iHeartMedia and Pushkin Industries reveals a growing disconnect between consumer values, behaviors, and marketing priorities in the US. Here are some examples:
- 80% of Marketers say my career is a major part of my identity, while only 42% of Consumers said the same.
- 66% of Marketers are excited about the potential AI will unlock for society, while only 39% of Consumers are; however, 63% of Consumers and 68% of Marketers are scared of the threats AI poses to jobs in the future.
- 77% of Marketers are optimistic about their financials; only 54% of Consumers are.
- While 40% of Consumers report that they’ve never heard of NFTs, that number drops to 0% for Marketers.
The report emphasizes the need for marketers to use real consumer data and align their marketing and media plans with American consumers to ensure campaign success in a polarized post-COVID economy.
Most listeners to this show are at least part-time marketers. If you’re a business owner, you must market your business, right? Remember that your customers are not the same as you – and it’s stark. Think about that AI data – marketers are far more excited than customers. Or a so-called emerging technology like NFTs – marketers all know about it, which isn’t true for customers.
It’s also reasonable to assume that this is true for technologists. So remember this disconnect when preparing anything for customers.