Consumers prefer a combination of digital and personal interactions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2021, 4:20 PM UTC

A recent Khoros survey of over 1,300 consumers and marketing leaders evaluated shopping preferences across categories like apparel, technology, health, food, and travel.

According to the report, despite the importance of digital channels in today’s marketing campaigns, human interactions still play a vital role in influencing consumer purchase decisions. The best shopping experiences, according to 67% of those polled, are those that blend digital channels with personal encounters.

Before purchasing a product or service, 57% would like to speak with someone. Food and health-related products and services are the categories consumers are most likely prefer to be entirely an in-person journey.

Moreover, when developing marketing strategies, 12% of marketers place a significant priority on traditional commerce. The report notes that conversational commerce can help brands “create more personalised human connections with consumers”. Combining in-person and digital channels is also recommended.

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