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Exclusive Forrester Report on AI in Marketing
This report provides brands insights into shifts in consumer behavior that allow marketers to tailor their strategies to drive success in the 2024 holiday rush. Key issues will be personalizing communications, emphasizing quality and sustainability, potentially leading to more effective campaigns and increased sales during the critical holiday shopping period.
The 2024 holiday season brings notable changes in consumer behavior, as revealed by the Optimove Insights Report on Consumer Shopping Intentions for Holiday 2024.
Consumer confidence has increased, with 50% of respondents feeling more optimistic about the economy compared to last year. This increased confidence is reflected in spending intentions, as 61% of consumers plan to allocate more budget for holiday gifts.
Brand loyalty plays a significant role in consumer decisions. 95% of shoppers are likely to return to a brand after a positive experience, underscoring the value of customer service and personalized marketing. Additionally, 88% of consumers expect personalized recommendations based on their past purchases.
Even as consumers are receptive to engagement, there remains a risk of marketing fatigue. By December, 81% of shoppers expect to feel overwhelmed by marketing messages. Brands need to balance relevant content delivery without over-communicating.
Omnichannel remains important as 64% of consumers are planning to shop online during the holidays. Retailers should focus on integrating digital and physical shopping experiences.
Environmental consciousness is becoming more prevalent in consumer decision-making. 79% of consumers consider a brand's environmental commitment important, up from 61% last year. Furthermore, 76% are willing to pay more for eco-friendly products.
For Holiday 2024, retailers who focus on quality, personalization, and environmental responsibility, while maintaining a strategic marketing approach, may be well-positioned to meet evolving consumer preferences.
To download the full report go here.
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Exclusive Forrester Report on AI in Marketing
In this proprietary Forrester report, learn how global marketers use AI and Positionless Marketing to streamline workflows and increase relevance.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries.
Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
